February 2012 Market Reader Pro (866) 809-5420 Video Games Study: Final Report February 2012...

February 2012 Market Reader Pro™ www.MarketReaderPro.com (866) 809-5420

Video Games Study:Final Report February 2012

Consumer Insight Since 2000

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The following is an update of an annual video games study that has been conducted internationally since 2007, although the vast majority of respondents are from the U.S. This report focuses on 2012, acknowledging the technology changes and new products that have been introduced; however, 5-year trending results (2008 through 2012) are shown where appropriate. The sample sizes for prior years ranged from 309 to 1,460.

2012 2012N (Sample Size) (865) (865)

% %Age Ethnicity (Some multiple responses)

Under 18 3 Caucasian 7818 – 29 20 African-American 1030 – 39 30 Hispanic 940 – 49 26 Asian 550 or older 20 Other 2

Gender NeighborhoodMale 37 Urban 31Female 63 Suburban 46

Rural 24

2

Sample Construct





USA Map of 2012 Study Respondents

3





Summary of Key Findings

• Hours Play/Week: Half of all respondents play video games 10 or more hours per week. When viewed by gender, however, men were much more likely than women to play video games 10 or more hours a week (60% vs. 45%).

• Types of Games Enjoyed: Of 28 types of games, the greatest percentages cited action/adventure and puzzle games. Men were much more likely to mention action/adventure, while women were much more likely to name puzzle games.

• Gaming Platform Used Most: A game console was used most among both men and women – 54% overall.• How Often Do People Purchase Games?: Overall, three-fourths of respondents buy a new video game every few

months or more often, with almost half buying them every few months. Men buy a new video game more often than women.

• Where Buy Video Games: Respondents were almost equally likely to purchase their video game online, at a video game store or at a

discount department store. Men were more likely to buy online, while women were ore likely to buy at a discount store.

Over time, online purchasing of video games has increased, from 13% in 2008 to 33% in 2012. Video game store purchasing declined over time, from 42% in 2008 to 32% currently.

• Amount Spent/Would Spend on Video Games: Annually, about 3 of 10 respondents said they spend $300 or more on video games; men spent more than women. The maximum amount respondents would spend on a video game averaged $50.80, with the majority naming

either $26 - $50 or $51 - $75. As was true with many other measures, more men than women were willing to pay $51 - $75.

• Feature That Makes a Game Satisfactory: Over time, and continuing into 2012, good graphics were named by the greatest percentages of total respondents (as well as both men and women) as the feature that makes a game satisfactory. This was followed by the storyline.

4





Summary of Key Findings (Continued)

• Favorite Hand-Held Video Game System: Nintendo DS was the favorite hand-held system named by total respondents, as well as by both genders. At 54%, this was significantly higher than any other hand-held system.

• Download/Stream Video Games: Almost two-thirds of all respondents were likely to download or stream video games.The channels most likely to be used included Xbox Live Arcade, PlayStation Network (both higher among men), and Big Fish (higher among women).

• New Game Purchase Motivator: The primary motivation for purchasing a new game was a good review (43%); it was the most frequently mentioned among both men and women, and has not changed over time.

• Gaming Accessories: 43% of total respondents would be likely to buy a system controller; this was named by the highest percentage among both men and women.

• Game Consoles: Respondents averaged ownership of 3 game consoles. Currently owned game consoles were most likely to be Nintendo

Wii, Xbox 360 and PlayStation 2. When asked which game console add-on they preferred, respondents were somewhat more likely to name Xbox Kinnect

than Wii Fit. Men preferred the former, women the latter. For the next generation of game consoles, respondents expressed a preference for Nintendo Wii and Xbox 360. Men

expressed a greater preference for Xbox 360, while women preferred Nintendo Wii. Over time, preference for Nintendo Wii declined in 2009 – 2011, but rebounded in 2012 to the 2008 level. PlayStation 3 exhibited the opposite pattern, reverting in 2012 to the 2008 level after increasing in 2009 – 2011.

• Ads in Video Games: The majority of respondents indicated that ads in video games were acceptable if they fit into the context of the game.

Women, however, were much more likely to feel that ads would interfere with their enjoyment of the game. Over time, the acceptability of ads increased in 2009 – 2011, but then declined back to the 2008 level. Similarly, after

interference responses decline in 2009 – 2011, in 2012 that percentage increased back to the 2008 level.

5





Hours Play in Average Week

6

• Study participants were asked how many hours a week they typically played video games. Among the total sample, half play 10 or more hours per week. When viewed by gender, however, men were much more likely than women to play video games 10 or more hours a week (60% vs. 45%).

Total Females Males

21% 25%14%

29%30%

26%

29%29%

29%

21% 16%31%

More Than 2010 - 205 - 100 - 4





Types of Video Games Liked (slide 1 of 2)

7

• Respondents were asked which of 28 types of video games they enjoyed. The action/adventure and puzzle genres achieved the highest levels (68% and 60%, respectively). Note, however, that men were much more likely than women to enjoy action/adventure games, while women were much more likely to enjoy puzzle games.

• There were gender differences on the majority of video game types, with men expressing a higher level of enjoyment for various action types of games (e.g., action/adventure, fantasy, shooters, horror). Women expressed a higher level of enjoyment for “social” games (e.g., puzzles, cards, board games, music/dance).

Total Female MaleAction/Adventure 68% 58% 83%Puzzle games 60% 69% 43%Casual games - simple rules or play 53% 60% 42%Arcade 51% 50% 52%Card type video games 45% 50% 36%Strategy 43% 41% 47%Board type video games 42% 49% 29%Fantasy/Role-playing 41% 35% 51%Shooters 41% 26% 65%Racing/Driving 40% 32% 54%Music/Dance 37% 42% 28%Party games 35% 38% 28%Fighting 34% 24% 52%Trivia 33% 39% 23%





Types of Video Games Liked (slide 2 of 2)

8

Total Female MaleSimulation - Life simulation 32% 34% 27%Exergame - exercise games 30% 34% 23%Horror 28% 21% 40%Simulation - Construction/management 24% 22% 28%Educational games 23% 27% 17%Adult video games 23% 17% 32%MMORPG 22% 14% 36%Simulation - Vehicle simulation 21% 15% 31%Serious games - promote education, science, social change, health care etc.

15% 15% 15%

Art games - emphasize art 14% 14% 14%Advergames - advertise a product, organization or viewpoint

11% 9% 15%

Programming game 10% 8% 13%Religion games 6% 4% 9%Other 6% 6% 7%





Gaming Platform Used Most

9

• A game console was used most among both men and women. This was followed by a PC.

Arcade game

Handheld gaming device console

App driven device mobile phones, PDAs , graphing calculators, etc.

PC

Game console

0% 20% 40% 60% 80%

1%

4%

5%

26%

63%

1%

5%

11%

34%

49%

1%

5%

9%

31%

54%

TotalFemalesMales





How Often Buy Video Games

10

• Almost half of all respondents indicated they buy a new video game every few months, while about one-third purchase them more often. A greater percentage of men were likely to buy a video game once a month or more often than were women (42% vs. 26%).

Total Females Males

11% 7%17%

21%19%

25%

44%46%

40%

12% 13%

10%11% 13%

7%

Less than once a yearAbout once a yearEvery few monthsAbout once a month2+ times a month





Where Buy Video Games

11

• Respondents were almost equally likely to purchase their video games from the three types of outlets listed. However, men were more likely to purchase online, while women were more likely to purchase games at a discount store.

None of the above

Discount Dept Store (Wal-Mart, Kmart, Target, etc.)

Video Game Store

Online (Amazon.com, Ebay)

0% 20% 40% 60% 80%

3%

23%

35%

39%

7%

33%

30%

30%

6%

29%

32%

33%

TotalFemalesMales





Where Buy Video Games - Trend

12

• Purchasing video games online has grown over time, from 13% in 2008 to 33% in 2012. Purchasing at a video game store, after holding relatively steady for several years, declined in 2012.

None of the above

Discount Dept Store (Wal-Mart, Kmart, Target, etc.)

Video Game Store

Online

0% 20% 40% 60% 80%

4%

41%

42%

13%

6%

31%

46%

17%

9%

26%

47%

18%

4%

28%

44%

25%

6%

29%

32%

33%

Total

2011

2010

2009

2008





Amount Spent on Video Games Annually

13

• About 3 out of 10 respondents said they spend $300 or more on video games yearly. Men were much more likely than women to do so (41% vs. 23%).

• One-fifth of all respondents spend less than $50 a year on video games, with women being much more likely than men to do so (26% vs. 12%).

Total Females Males

20% 26%12%

23%24%

22%

26%26%

25%

17%16%

20%

12% 7%21%

$500+$300-$500$100-$300$50-$100Less than $50.00





Maximum Amount Would Spend on a Video Game

14

• The majority of respondents were willing to pay a maximum of $26 to $75 for a video game (38% $26 - $50, 34% $51 - $75). In fact, the weighted average was $50.80 as the maximum they would be willing to pay.

• Note, however, that significantly more men were willing to pay $51 - $75 than were women (41% vs. 29%).

Total Females Males

14% 18%6%

38%41%

32%

34%29%

41%

9% 7%13%

5% 4% 8%

> $100$76 - $100$51 - $75$26 - $50< $25





What Feature Makes a Game Satisfactory

15

• Good graphics was the primary feature that makes a video game satisfactory, followed by the storyline. A greater percentage of women mentioned good graphics, while a greater percentage of men named the storyline.

None of the above

Online Capability

Storyline

Good Graphics

0% 20% 40% 60% 80%

8%

9%

43%

40%

9%

9%

34%

48%

9%

9%

37%

45%

TotalFemalesMales





What Feature Makes a Game Satisfactory - Trend

16

• Over time, the primary features that make a video game satisfactory held as good graphics, followed by the storyline (these were also most frequently mentioned when creating a game).

None of the above

Online Capability

Storyline

Good Graphics

0% 20% 40% 60% 80%

8%

7%

32%

54%

7%

4%

38%

51%

11%

7%

36%

46%

7%

13%

30%

51%

9%

9%

37%

45%

2012

2011

2010

2009

2008





Favorite Hand-Held Video Game System

17

• Nintendo DS was named as the favorite hand-held video game system by a substantially higher percentage than other systems; this was true among both men and women.

None of the above

PlayStation Vita

PlayStation Portable

Nintendo DS (DSi, 3DS, DSXL)

0% 20% 40% 60% 80%

12%

15%

31%

42%

18%

4%

16%

62%

16%

8%

22%

54%

TotalFemalesMales





Download/Stream Video Games

18

• Almost two-thirds of all respondents indicated they download or stream video games. Men were much more likely to do so than were women (70% vs. 58%).

Total Females Males

63% 58%70%

37% 42%30%

NoYes





Channels From Which Download/Stream Video Games

19

• Among those who do download/stream video games, respondents were most likely to download from Xbox Live Arcade, followed by Play Station Network, Wii Ware, Amazon and Big Fish.

• Of these channels named by the highest percentages, men were much more likely than women to download from Xbox and PlayStation. Women were much more likely to download from Big Fish.

• At lower levels overall, men were more likely to download from Steam, OnLive and Direct2Drive.

Total Female Male

Xbox Live Arcade 40% 31% 52%PlayStation Network 33% 26% 43%Wii Ware 31% 34% 28%Amazon 31% 29% 33%Big Fish 30% 39% 19%EA Games 26% 24% 27%Pogo 25% 27% 22%Steam 18% 12% 25%Nintendo eShop 16% 15% 19%DSi Ware 10% 9% 11%OnLive 8% 5% 12%Other 8% 10% 4%Direct2Drive 7% 3% 13%GamersGate 7% 4% 12%GOG 6% 4% 9%Desura 5% 3% 8%





What Motivates You to Purchase a Video Game

20

• A good review was the primary motivator in purchasing a new video game among both men and women; this was cited by more than twice as many respondents as mentioned the second highest motivator – a friend’s recommendation.

In-store display

Special Offers

Commercials, online, or print advertisements

Recommended by friend

Good Reviews

0% 20% 40% 60% 80%

4%

11%

16%

22%

47%

8%

15%

18%

18%

40%

7%

13%

17%

20%

43%

TotalFemalesMales





What Motivates You to Purchase a Video Game - Trend

21

• A good review was the primary motivator in purchasing a new video game in all of the years in which this study was conducted.

In-store display

Special Offers

Commercials, online, or print advertisements

Recommended by friend

Good Reviews

0% 20% 40% 60% 80%

6%

7%

19%

23%

44%

5%

7%

18%

21%

50%

6%

7%

18%

23%

46%

3%

7%

24%

23%

43%

7%

13%

17%

20%

43%

2012

2011

2010

2009

2008





Gaming Accessories Likely to Buy

22

• Both men and women were most likely to purchase a system controller as an accessory for gaming, with women more likely to make this purchase than men were (48% vs. 33%).

• On the other hand, men were more likely to indicate they would purchase a TV as a gaming accessory (32% vs. 17%).

Speakers

Surround Sound

Headphones

TV (Plasma, LCD, LED)

System Controllers (Xbox, PlayStation)

0% 20% 40% 60%

8%

9%

12%

32%

33%

7%

10%

12%

17%

48%

7%

9%

12%

22%

43%

TotalFemalesMales





Game Consoles Owned

23

• Game consoles currently owned were most likely to be Nintendo Wii, Xbox 360 or PlayStation 2. An average of 3 consoles were owned – 2.7 among women, 3.5 among men.

• A much greater percentage of female respondents owned a Nintendo Wii, while much greater percentages of men owned most of the other consoles, especially Xbox 360 and PlayStation 2.

Total Female MaleNintendo Wii 61% 64% 55%Xbox 360 45% 40% 53%PlayStation 2 43% 37% 51%Other 25% 25% 26%Nintendo 64 20% 17% 25%Nintendo Gamecube 19% 18% 22%Xbox 19% 16% 24%PlayStation 1 17% 14% 23%NES/SNES 16% 12% 23%Sega Genesis 10% 8% 13%Sega Dreamcast 8% 5% 13%Atari 7% 5% 10%





Game Console Add-On Preferred

24

• When asked which game console add-on they preferred, respondents were somewhat more likely to name Xbox Kinnect (37%) than Wii Fit (34%). However, men were much more to name Xbox Kinnect, while women were much more likely to name Wii Fit.

Other

PlayStation Move

Wii Fit

Xbox Kinect

0% 20% 40% 60%

7%

25%

18%

46%

8%

13%

44%

32%

8%

18%

34%

37%

TotalFemalesMales





Next Generation Video Game Console Preferred

25

• Asked which next generation video game console they preferred, respondents were somewhat more likely to name Nintendo Wii (36%), followed by Xbox 360 (31%). Women were much more likely to prefer Nintendo Wii, while more men expressed a preference for Xbox 360.

None of the above

PlayStation 3

Xbox 360

Nintendo Wii

0% 20% 40% 60%

6%

38%

38%

18%

9%

18%

27%

47%

8%

25%

31%

36%

TotalFemalesMales





Next Generation Video Game Console Preferred - Trend

26

• After declining in 2009 – 2011, preference for the Nintendo Wii increased in 2012 to again be the most preferred game console. It appears to have traded places with PlayStation 3, as Xbox 360 preference has held relatively steady over time.

PlayStation 3

Xbox 360

Nintendo Wii

0% 20% 40% 60%

25%

27%

40%

32%

33%

31%

39%

32%

24%

42%

32%

22%

25%

31%

36%

2012

2011

2010

2009

2008





Capabilities/Qualities of Next Generation Console

27

Respondents were asked what capabilities or qualities they would like to have in next generation game consoles. While their answers varied in detail, three areas were mentioned quite frequently – graphics, backwards compatibility and motion/movement.

• Graphics were cited by the most respondents “ Good graphics, robust good appearance, clarity ““ Great graphics, being able to actually feel like you are a part of the game. ““ Graphics, storyline, available for Iphone ““ Better/smoother graphics; Compatibility; More hands free operations; Excitement ““ Incredible graphics and major integration into your home network ““ Clear true colors. Good quality sound. Easy to use buttons on the systems or remotes. ““ Great Graphics large platform game selection next generation capabilities (e.g., motion sense technology) ““ Improved graphics...the next generation should always surpass the last generation in capability. ““ Being able to play online good storyline smooth graphics and have graphics that are real to life. I like a game that has realism to it and I love to be able to challenge myself by playing other people online.

• Motion/Movement – Track movements, realistic responses to player movement, get the heart pumping“ Response to movements of the controller ““ Interactive. I really appreciate games being interactive like the Wii so kids and adults are moving. ““ Unique features , motion. unique controllers ““ Ability to move around and get physical exercise while playing. ““ Things that get the heart pumping and you moving so you don't zone out between yourself and the TV or yourself and your fellow players. ““ More realistic responses to player movements. “

“ Motion capture and voice recognition ““ Built in movement tracking... no more "additional" hardware ““ Use more kinect abilty, swordfighting, hand to hand combat, etc. “





Capabilities/Qualities of Next Generation Console (Continued)

28

• Backwards compatibility“ Compatibility to games you already have. “

“ My main concern with new consoles is that they are completely compatible with the OLD console games as well. ““ Games are compatible with other games ““ Wide selection of games. Backwards capability. Ability to upgrade ““ Backwards compatible so I can continue to play the games I love “

• Storyline“ I like my games to have an incredible story. Graphics are okay I mean who doesn't love up to date graphics? But the story is what drives players to play through the game. If I play something that has amazing graphics but the story line looks like it was written by monkeys I'm probably not going to finish the game because I would be bored. ““ Graphics and storyline; ease of use even for older people ““ Realistic games, graphics, storyline. ““ A good storyline with co-op play on line where you must think and create “

• Miscellaneous ideas“ Real life simulation ““ Ability to play as a family; fun ““ Be able to move platform games like Legos and Super Mario with the Wii Fit Balance Board and Action Remotes. ““ Interaction with lots of people ““ Online capabilities and fast loading times ““ Ability to warn me if something is starting to wear or break. “





Ads in Video Games

29

• The majority of respondents said that ads in video games were acceptable as long as they fit within the game’s context; however, men were more accepting of ads than were women.

• Women were much more likely to feel that ads would interfere with their enjoyment of the game. Note, however, that women were more likely to play card or social games, while men were more likely to play action games; this could impact their feelings about ads.

Advertisements would interfere with my enjoyment in the game…No Way!

Companies should be allowed to advertise wherever they want

They are acceptable as long as they fit in with the context of the game

0% 20% 40% 60% 80%

26%

13%

60%

42%

7%

51%

36%

9%

54%

TotalFemalesMales





Ads in Video Games - Trend

30

• It appears that respondents are a little more accepting of ads in video games in 2012 than they were in 2009 through 2011; both the percentages who said they were acceptable and the percentages who said they would interfere with their game enjoyment were about the same in 2012 as they were in 2008.

Advertisements would interfere with my enjoyment in the game…No Way!

Companies should be allowed to advertise wherever they want

They are acceptable as long as they fit in with the context of the game

0% 20% 40% 60% 80%

36%

10%

55%

29%

11%

60%

26%

11%

63%

26%

14%

60%

36%

9%

54%

2012

2011

2010

2009

2008





Creating a New Video Game

31

Respondents were asked what type of game they would create, if asked to develop one.

• Adventure games were named most often; some example include:“ RPG with a blend of sim-life and fighting (like the Persona series). I like the balance of day-to-day life relationships etc. with magic fighting and strategy. ““ It would be a an ancient quest game ““ Vampires that could live in the sun, breed with humans. ““ Adventure with lots of different puzzles ““ A quest to find objects and treasures hidden in caves and other places on a map. To be able to buy bombs and other weapons as you go along until you solve the mystery and find the hidden treasure sort of like the first legend of Zelda that was made for Nintendo; this game was so great. ““ Action, adventure and suspense. Escape from Shutter Island or the Tower Heist. “

• Action type game examples:“ Evolution: Fight your way from cave man to modern man. ““ Invisible assassins that defend honor, drive armor plated weapon, enhance cars with strategy and deliver medical help to orphans ““ I'd like one with an Old West theme but I'm not sure about details. ““ Any racing or arcade games “

Rally Racing

• Educational games (reading, math), games adults and children can play together, teaching teens about functioning in the real world, revivals of old games such as Donkey Kong, etc. were also “created” by respondents.




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Contact us

32

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Market Reader Pro®7918 Main StreetPO Box 282Fogelsville, PA 18051 Toll Free: (866) 809-5420Phone: (610) 366-7918www.MarketReaderPro.com




mailto:[email protected]


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Copyright

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