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Gaming Wherever the Fun Is
A Technology
User Profile Focus Edition |
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Games wherever the fun is |
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Overview |
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Digital
games have come a long way from the early days of playing “Pong” in the
back of the pizza restaurant. Today consumers have multiple choices of
gaming platforms from consoles to PCs, handhelds, mobile devices,
set-top boxes, online, and arcades. Couple that with the multitude of
game genres that are available, and the wide range of people who fall
into different gaming segments – casual, hard-core, leisure,
and occasional – and it makes for a fragmented
market. For game publishers, hardware manufacturers, game developers,
distributors, retailers and others making strategic product and
marketing decisions, it’s important to understand the gaming market from
the users’ perspective. Understanding the profiles of these users, which
game platforms they use and how often, as well as their attitudes,
spending habits and preferences is key for companies seeking to develop
their long-term marketing strategies. |
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Benefits |
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A study aimed at a specific market
segment – e.g. gaming enthusiasts -- could certainly paint a revealing
picture of that segment (as long as the sample accurately represents the
population). But to get the “big picture” of the consumer gaming market
in the U.S., it’s important to study a truly representative sample of
the market. Otherwise the results will be skewed toward a certain way of
thinking. For example, let’s say that “gaming enthusiasts” tend to
prefer high-powered, specialized game consoles such as the Xbox 360 or
Playstation 3. If occasional gamers prefer other platforms, such as PCs
or cell phones, and they are not accurately represented in the sample,
then the study will not give an accurate description of platform usage
in the overall gaming market. Also, if certain demographic groups are
omitted or not properly represented, then perhaps key market
opportunities might be overlooked. |
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This study is designed to be
representative of gaming households in the U.S. The sample will be
selected and weighted to be fully representative, not a convenience
sample of ultra-enthusiasts. It will address
such questions as:
- What are the adoption rates for
specific gaming platforms, such as PC, online, console, handheld,
mobile, set-top boxes, and arcade?
- What are the market segments that
gamers fall into?
- What are the profiles of consumers
who fall into each of the segments?
- What is the demographic landscape,
both for key segments and specific target markets?
- What are the usage patterns and
spending habits by major segment?
- What is the brand market share for
various platforms? How does that differ by segment?
- What are the major online gaming
services?
- What are user attitudes by
segments on subjects such as in-game ads, discounting,
and price sensitivity?
- Which purchasing channels are used
for buying games and gaming devices? Where do they shop for and
where do they purchase?
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Areas Covered |
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This study is designed to be
representative of gaming households in the U.S. The sample will be
selected and weighted to be fully representative, not a convenience
sample of ultra-enthusiasts. It will address
such questions as:
- What are the adoption rates for
specific gaming platforms, such as PC, online, console, handheld,
mobile, set-top boxes, and arcade?
- What are the market segments that
gamers fall into?
- What are the profiles of consumers
who fall into each of the segments?
- What is the demographic landscape,
both for key segments and specific target markets?
- What are the usage patterns and
spending habits by major segment?
- What is the brand market share for
various platforms? How does that differ by segment?
- What are the major online gaming
services?
- What are user attitudes by
segments on subjects such as in-game ads, discounting,
and price sensitivity?
- Which purchasing channels are used
for buying games and gaming devices? Where do they shop for and
where do they purchase?
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Benefits of
Technology User Profile Focus Editions |
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Technology User
Profile Focus Editions are based on the Technology
User Profile (TUP) approach of representative research, not
convenience samples. TUP is steeped in technology history, and has been
conducted continuously since 1983. TUP’s coverage is broad, spanning
many technology products and services as well as user segments. For more
information about Technology User Profile, please visit
the TUP
Overview |
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Gaming Wherever the Fun Is
A Technology
User Profile Focus Edition |
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Games wherever the fun is |
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