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HOW WE PLAY, BUY AND INTERACT WITH GAMES IN THE U.S. Mike Flamberg, Nicole Pike, and Marissa Woodrick 28 May 2014 GAMING, A 360 O VIEW
HOW WE PLAY, BUY AND INTERACT WITH GAMES IN THE U.S.
Mike Flamberg, Nicole Pike, and Marissa Woodrick 28 May 2014
GAMING, A 360O VIEW
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TODAY’S PRESENTERS
MIKE FLAMBERG VP/GM, NIELSEN GAMES
NICOLE PIKE DIRECTOR, NIELSEN GAMES
MARISSA WOODRICK ANALYST, NIELSEN GAMES
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AGENDA
1 BACKGROUND & SCOPE
2 TODAY’S GAMING LANDSCAPE
3 SHARE OF CLOCK & WALLET
4 CONSOLE TRANSITION
5 KEY TAKEAWAYS
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• How much time and money is spent by teens and adults?
• What is the cross-console/handheld/mobile ownership and usage?
• What are trends in emerging and future tech adoption rates and interest?
BACKGROUND & SCOPE
HOW GAMING FITS IN THE ENTERTAINMENT ECOSYSTEM
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AGENDA
1 BACKGROUND & SCOPE
2 TODAY’S GAMING LANDSCAPE
3 SHARE OF CLOCK & WALLET
4 CONSOLE TRANSITION
5 KEY TAKEAWAYS
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MOBILE/TABLET SHOW GROWTH
Claimed Household Penetration of Gaming Devices (%): Q1 2014, Q1 2013
2014 2013
Sony PlayStation 4 Microsoft Xbox One
Wii U
~4% each
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TOTAL & CROSS-PLATFORM GAMERS ON THE RISE
Platform Playership by Type, Ages 13+: Q4 2013, Q4 2012, Q4 2011, Q4 2010
2010
6%
22%
58%
9%
29%
61%
2013
PLAYS 1+ TYPES
PLAYS 2+ TYPES
PLAYS 3 TYPES
7TH & 8TH GEN CONSOLES COMPUTER MOBILE / TABLET
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MOBILE, TABLET OFFER ADDITIONAL GAMING OUTLET
Console Player Share Who Do vs. Do Not Also Play Mobile / Tablet , Ages 13+ (%): Q4 2013, Q4 2012, Q4 2011, Q4 2010
20 26
35 46 50
80 74
65 54 50
2009 2010 2011 2012 2013
7th & 8th Gen Consoles
And Not Mobile / Tablet
And Mobile / Tablet
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TIME SPENT GAMING UP 12% IN THE PAST YEAR
Share of Weekly Video Game Time by Platform (%), Gamers 13+: Q4 2013, Q4 2012, Q4 2011
2013 2012 Sony PlayStation 4
Microsoft Xbox One Wii U
~1% each
Tablets double in share while PC declines (driven by free-to-play & pre-installed)
2011
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AGENDA
1 BACKGROUND & SCOPE
2 TODAY’S GAMING LANDSCAPE
3 SHARE OF CLOCK & WALLET
4 CONSOLE TRANSITION
5 KEY TAKEAWAYS
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MULTI-YEAR GROWTH OF GAMING’S SHARE OF LEISURE TIME
Share of Leisure Clock per Week (%), Gamers 13+: Q4 2013, Q4 2012, Q4 2011
Gamers spend ~11% of their free time playing video games
2013
2012
2011
OTHER TOP ACTIVITIES 2013
WATCHING TV ON A TV SCREEN 15.0
USING THE INTERNET ON A COMPUTER FOR GENERAL USE 11.5
SPENDING TIME WITH FAMILY/FRIENDS 10.2
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GAMING SPEND STABLE DESPITE ECONOMIC PRESSURE
Leisure Spend per Month, Gamers 13+: Q4 2013, Q4 2012, Q4 2011
Also contributing to growth in mobile entertainment spend
2013
2012
2011
OTHER TOP ACTIVITIES CONTRIBUTING TO GROWTH 2013
PARTICIPATING IN LEISURE ACTIVITIES SUCH AS DINING OUT, SHOPPING, GOING TO THE PARK, ETC. $86
REGULAR TV PACKAGES $51
PARTICIPATING IN NON-MEDIA RELATED ACTIVITIES AT HOME, SUCH AS HOBBIES $23
$32
$30
$26
$29
$26
$32
CELLULAR PHONE-RELATED ENTERTAINMENT
GAME CONTENT (NEW/USED GAMES, SUBSCRIPTIONS, RENTALS, DLC,
CONTROLLERS)
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ONLINE PLAY DOMINATES PS4 & XBOX ONE USAGE
Share of Console Time (%), Users Ages 13+: Q4 2013, Q4 2012, Q4 2011
Wii U gaming is primarily offline; 7th gen increasingly supports non-gaming media
Xbox
PlayStation
Wii
13
11
4
5
18
13
5
6
38
8
WATCH VIDEO-ON-DEMAND/STREAMING SERVICES
WATCHING DVDS / BLU-RAYS
WATCHING DOWNLOADED MOVIES, TV SHOWS
ALL OTHER (LISTENING TO MUSIC, USING THE INTERNET, ETC.)
55% OF TIME SPENT ON THE 7TH GEN Wii IS SPENT
WATCHING VIDEO-ON-DEMAND/STREAMING
SERVICES
Total Consoles (7th and 8th Gen) 7th Gen Consoles 8th Gen Consoles
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AGENDA
1 BACKGROUND & SCOPE
2 TODAY’S GAMING LANDSCAPE
3 SHARE OF CLOCK & WALLET
4 CONSOLE TRANSITION
5 KEY TAKEAWAYS
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Claimed 8th Generation Console Owners Profile (%): Q1 2014
PS3 OWNERS LEAD EARLY 8TH GEN ADOPTION
PlayStation 4 Xbox One Wii U
6 7
12
7 9 8
6 8
10
Wii-Owning HouseholdsXbox 360-Owning HouseholdsPS3-Owning Households
Total 8th Gen Household Ownership:
19% 16% 24%
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Claimed 8th Generation Consoles Owners Share of Wallet and Clock: Q4 2013
SHARE OF SPEND ON 8TH GEN CONTENT OUTPACES TIME SPENT ON THE SYSTEMS
Share of Wallet
31%
69%
Nintendo Wii U Owners Microsoft Xbox One Owners PlayStation 4 Owners
42% 58%
33%
67%
49% 51% 45% 55%
40%
60%
7th Generation
8th Generation
Share of Clock
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22%
19%
14%
PS4
Xbox One
Wii U
8th Generation Console Intent to Own (% Definitely or Probably Would Buy): Q4 2013
XBOX AND PLAYSTATION OWNERS SHOW BRAND LOYALTY
24%
21%
25%
35%
46%
17%
61%
26%
21%
Wii-owning Households
Xbox 360-owning Households
PS3-owning Households
Total Households
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OF CONSUMERS WHO WOULD CONSIDER BUYING AN 8TH GEN CONSOLE…
Require multiple price drops
Will wait until the price drops
Nearly
80% Nearly
40%
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AGENDA
1 BACKGROUND & SCOPE
2 TODAY’S GAMING LANDSCAPE
3 SHARE OF CLOCK & WALLET
4 CONSOLE TRANSITION
5 KEY TAKEAWAYS
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Gaming time and spend on the rise due to mobile and
tablet, growing both audience size and
engagement
New gaming devices being used for more
online play, while older systems transition to
media hubs
8th Gen consoles sourcing more from gamers’ wallets than
leisure time; adoption limited by price
KEY TAKEAWAYS
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Q & A
If you have follow-up questions or want more information, please contact:
Mike Flamberg
VP/GM, Nielsen Games
Nicole Pike
Director, Nielsen Games
Marissa Woodrick
Analyst, Nielsen Games
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• Data for the 2009-2014 waves of the 360° Gaming Report was collected via consumer online surveys using Nielsen's proprietary, high-quality ePanel in the United States.
- Data collection period for 2013: 12/19/2013 – 12/23/2013
- Data collection period for 2012: 10/22/2012 – 10/26/2012
- Data collection period for 2011: 10/13/2011 – 10/17/2011
- Data collection period for 2010: 10/7/2010 – 10/11/2010
- Data collection period for 2009: 9/28/2009 – 10/3/2009
• Additional post-holiday waves of the survey were fielded to assess adoption of gaming devices during the crucial holiday period.
- Data collection period for post-holiday 2014: 1/31/2014 – 2/4/2014
- Data collection period for post-holiday 2013: 1/16/2013 – 1/28/2013
- Data collection period for post-holiday 2012: 1/11/2012 – 1/17/2012
- Data collection period for post-holiday 2011: 1/6/2011 – 1/12/2011
• Groups surveyed 2009-2014:
- Total Ages 13+: 2000+ interviews among 50% Male / 50% Female sample
• Post-survey, raw data was weighted to ensure representation of the US General Population based on US Census data for 2013, 2012, 2011, 2010 and 2009, respectively.
METHODOLOGY
