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GfK Group. Ad Hoc Research. Study on the Habits and Uses of Videogames. December 2004. ER- 0484/1/00. Study on the Habits and Uses of Videogames. - Phase U&A -. Study Nº: 4.665 People in charge of the study at GfK Emer Ad Hoc Research Pedro Serrano; E-mail: pedro.serrano@gfk-emer.com

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slide1

GfK Group

Ad Hoc Research

Study on the Habits and Uses of Videogames

December 2004

ER- 0484/1/00

Study on the Habits and Uses of Videogames

- Phase U&A -

  • Study Nº: 4.665
  • People in charge of the study at GfK Emer Ad Hoc Research
  • Pedro Serrano; E-mail: pedro.serrano@gfk-emer.com
  • Claudia Gelbe; E-mail: claudia.gelbe@gfk-emer.com
  • Tel. contact – 915.919.940
content

Content

Approach and objectives

Methodology

Sample group description

1

Habits of using videogames in general

2

Habits of using online videogames

3

Buying and/or renting videogames

Equipment

4

8

7

5

6

Conclusions

slide3

1

Approach for U&A Phase and Objectives

slide4

U&A Phase Indicators (I)

  • The special objectives are:
    • Habits of use:
      • Evolution of use: more, less or the same as one year ago.
      • Other forms of entertainment where more time is spent to the detriment of videogames
      • Uses without Internet connection: frequency and amount of use, connected to computer or console
        • Company: alone or with somebody else
        • Where
        • What: Sections
      • Uses with Internet connection:
        • Type of connection: (narrowband, wide band, cable / Ethernet
        • Likes/ Dislikes
        • Playing videogames online: level of satisfaction; barriers and drawbacks
        • Services used on the Internet
slide5

U&A Indicators Phase (II)

  • Buying and / or renting videogames:
    • Level of satisfaction with current selection
    • Renting:
      • Level of satisfaction with the rental selection
      • Frequency of renting videogames
      • Buying after using a rented videogame: buying frequency and videogames most often rented and bought
    • Buying:
      • Most recently bought: type, how acquired (gift, purchase, copy, Internet download…)
      • When buying: Average cost
      • Place of purchase
  • Choosing videogames:
    • Most important features when choosing a videogame
    • Favourite videogame and reasons why
slide6

U&A Indicators phase (III)

  • Budget and average amount spent on audiovisual entertainment:
    • They have an assigned budget: whether or not they are at liberty to use the budget
    • Estimated breakdown of expenses among the following items: videogames, music, video and DVD’s.
  • Equipment and its characteristics:
    • PC equipment
    • Console type
    • Internet
slide7

2

Methodology

slide8

Sample group design

Videogame users from 7 to 34 years old

POPULATION

Representative national sample of videogame users based on Omnibus results

AREA

Total number of interviews: 604

PC videogame players: 302 interviews

Console videogame players: 302 interviews

Children (7 to 13 years old): 138 interviews

Adolescents and Adults (14 to 34 years old): 466 interviews

SAMPLE GROUP

  • Total: ±4% with a reliability rate of 95,5% where p=q=0,5
    • PC: ±5,66% with a reliability rate of 95,5%
    • Console: ±5,66% with a reliability rate of 95,5%

MARGIN OF ERROR

Semi-structured personal interview with questionnaire, lasting approximately 20 minutes.

RESEARCH DESIGN

slide9

Weighting: Data in the following report is weighted as follows: gender, age, city size, region and social class based on results obtained in the Omnibus study conducted by GfK for AdeSe in September 2004.

NON-WEIGHTED DATA

WEIGHTED DATA

slide10

Significantly higher difference than the total; test t for Student, 95% reliability rate

Significantly lower difference than the total; test t for Student, 95% reliability rate

  • Aspects to consider in the graphs:
    • All the graphs include a footnote indicating the unit of measure (percentages, average), the base and the question the data refers to.
    • Bases consisting of fewer than 80 cases are indicated with an asterisk (*) and therefore are considered to be small. The bases point towards trends. Bases consisting of fewer than 40 cases are indicated with two asterisks (**) and in this case we recommend not extracting any type of conclusion. They’re included for information purposes only.
    • The report highlights all significant differences from one segment in relation to the total sample, where:
slide11

3

Sample group description

slide13

Socio-demographical description of the Sample Group (II)

*

Upper/Upper Middle: 18,4%

Lower Middle/Lower: 18,8%

* Only adults asked

slide16

4

Habits of using videogames in general

slide18

Playing frequency

PC

CONSOLE

PC Players: 74,7%

CONSOLE Players: 72,0%

More than 70% of the total sample play PC and Console videogames at least occasionally. Most of them (63,3% PC and 60,6% Console) play more than once per week.

Unit: Percentages

Base : Total Sample (n=604)

Q.6. How often, on average, do you play videogames?

slide19

Dual PlatformsGames shared between PC and Console

PROFILE

Conducted by highlighting socio-demographic aspects that stand out with regards to the total sample group:

There is a larger percentage of ONLINE PLAYERS (54,1%) and UPPER / UPPER MIDDLE SOCIAL CLASS (38,4%) among Exclusive PC players.

There are more 7-13 YEAR OLD CHILDREN (40,1%) among Exclusive Console players.

Almost half of the sample group play using a PC or Console at least occasionally. 75,8% of the DUALS play using a PC more than once per week. Slightly more of the DUALS play using a CONSOLE more than once per week (79,3%).

Unit: Percentages

Base: Total Sample (n=604)

*Transformation of sample data (n=604) into individuals (from data issued by the Spanish National Statistics office).

slide21

What first comes to mind when you think of videogames?

Children: 28,9%

Adults: 58,3%

Children: 53,6%

Adults: 40,3%

Children: 10,1%

Adults: 3,8%

Unit: Percentages

Base: Total Sample (n=604)

Q.1 When talking about videogames, what first comes to your mind? What do you first think of when talking about videogames?

slide22

What do you like the most about videogames?

DIVERSION is what ADOLESCENTS / ADULTS like most about videogames (29%) when compared to CHILDREN (16%).

AMUSEMENT (19%) is in first place among CHILDREN and ACTION (17%) is in second, much higher than adults.

COMPETITION is liked more by EXCLUSIVE PC USERS (9%) and HEAVY USERS (15%) than other segments.

The LOWER-MIDDLE/ LOWER social classes place more importance on PLAYING WITH FRIENDS/ OTHERS (10%).

Average mentions: 1,6

Unit: Percentages

Base: Total Sample (n=604)

Q.2 What do you like the most about videogames in general?

slide23

What do you like the least about videogames?

PRICE is liked the least. ADOLESCENTS / ADULTS (25%) mention it the most, while CHILDREN don’t view it as an important barrier (5%).

ADDICTION worries FEMALE PLAYERS the most (13%) along with ADOLESCENTS / ADULTS (10%).

VIOLENCE (10%) is another aspect that WOMEN also like the least.

People in the UPPER / UPPER MIDDLE social classes least like that fact that the games DON’T LAST LONG/ EASY (9%).

Most CHILDREN (36%) answer NO DRAWBACK.

Average mentions: 1,3

Unit: Percentages

Base: Total Sample (n=604)

Q3 And what do you like the least?

slide24

4.3

Habits of using videogames

evolution of playing videogames
Evolution of playing videogames

Current use compared to last year

Reasons for playing more

Reasons for playing less

Units: Percentages

Base: plays more (n=122)

Units Percentages

Base: plays less (n=155)

Half of the sample group play videogames (either on PCs or Consoles) as often as a year ago. CHILDREN now play more (33%) and LIGHT PLAYERS play less (36,5%). Reasons why they play more include new games and new levels, and that they have fun playing. The biggest barrier for playing videogames is free time, either due to studies or work.

Q.10 How often do you play videogames compared to a year ago? / Q.11a Why do you play more now? / Q.12a. Why do you play less now?

slide26

Substituted activities for playing videogames more or less often

Substituted activity

Base: Has substituted or reduced another activity (n=28**)

SUBSTITUTES ANOTHER ACTIVITY FOR VIDEOGAMES

Base: Plays more videogames (n=122)

Only two out of every ten players who play videogames more often this year than last year reduced other activities, mainly outdoor activities and studying.

In the opposite case among those who play less often, five out of every 10 players increased other activities, mainly studying and social activities.

In the area of changing habits, WOMEN stand out (73%).

Increased activities

Base: Has increased interest in other activities (n=81)

SUBSTITUTES VIDEOGAMES FOR ANOTHER ACTIVITY

Base: Plays fewer videogames (n=155)

Units: Percentages

Q.11b Have you given up or significantly decreased other forms of entertainment to play more PC videogames? / Q11c. Which ones? / Q12b. Did you give it up for another form of entertainment, or have you significantly increased leisurely activities when you reduced the time playing PC videogames? / Q12c. Which ones?

slide27

Players based on their Frequency of Play

HEAVY PLAYER:

Plays videogames more than 4 hours per week

LIGHT PLAYER:

Plays videogames less than 1 hour per week

MEDIUM PLAYER:

Plays videogames between 1 and 4 hours per week

CONSOLE

PC

There are more MEN (30,9%) and ADOLESCENTS/ ADULTS (30,1%) found among the HEAVY PLAYERS.

On the contrary LIGHT PLAYERS are made up mostly of WOMEN (21,3%).

There are more HEAVY USERS of PC videogames among players who also play ONLINE videogames (34,8%).

LIGHT PLAYERS are most notably between 20-24 years old (31,4%).

slide28

Average hours spent each time when playing videogames

In one week

LIGHT PLAYER

MEDIUM PLAYER

HEAVY PLAYER

Average hours played:

PC: 2,6

Console: 3,0

Unit: Percentage

Base: PC players (n=302); Console players (n=302)

Q.6 You told me earlier that you play…on a PC. Would you now tell me on a normal day during the week, from Monday to Friday, how many hours on average you play per day on a PC? / Q8. Would you tell me the same for a weekend, on Saturdays and Sundays, how many hours on average you play per day on a PC?

slide29

How do players divide their time during the week and on weekends?

AVERAGE HOURS PLAYED

CONSOLE

CONSOLE PLAYERS spend more time playing, especially on weekends.

HEAVY and MEDIUM PLAYERS spend more time playing on weekends, and LIGHT PLAYERS play more often during the week.

PC

Unit: Average

Base: PC players (n=302); Console players (n=302)

Q.6 You told me earlier that you play…on a PC. Would you now tell me on a normal day during the week, from Monday to Friday, how many hours on average you play per day on a PC? / Q8. Would you tell me the same for a weekend, on Saturdays and Sundays, how many hours on average you play per day on a PC?

slide30

Moments during the day for playing

During the week

Main Moment for Playing

25-34 years old: 49,7%

Total Moments for Playing

Children: 95,2%

Adolescents/ Adults: 66,5%

25-34 years old: 79,4%

Unit: Percentages

Base : Play from Mon-Fri (n=479)

P.7a From the moments shown on this card, when do you most often play on the Console / PC during the week, from Monday to Friday? / Q7b. And what other times do you also usually play on the Console / PC during the week, from Monday to Friday?

slide31

Moments during the day for playing

Weekends

Main Moment for Playing

Children: 34,2%

25-34 years old: 31,8%

Total Moments for Playing

Heavy: 9,6%

Children: 49,1%

25-34 years old: 69%

Unit: Percentages

Base : Play on weekends (n=516)

Q.9a From the moments shown on this card, when do you most often play on the Console / PC on weekends, Saturdays and Sundays? / Q9b. And what other times do you also usually play on the Console / PC on weekends, Saturdays and Sundays?

habits of use
Habits of Use

PLACE WHERE THEY USUALLY PLAY

  • WHO THEY USUALLY PLAY WITH

Base: PC (n=302); Console (n=302)

Base: Total Sample (n=604)

They Play Online:

10,9%

4,8%

Dual: 75,4%

Men: 72,8%

VIDEOGAME EXCHANGE

Unit: Percentages

Base: Total sample (n=604)

Q.13 And now think of when you play videogames on a PC. Who do you usually play with? / Q 14. Where do you usually play? / Q44. Do you usually exchange videogames for PC’s with your family, friends, etc…?

slide33

4.4

What is their Relevant Set of themes?

slide34

Themes played in the last year

The four most played themes in the last few years are in this order: ACTION, ADVENTURE, CARS/ RACING and SPORTS.

ONLINE PLAYERS stand out from other segments in that they significantly play more STRATEGY, SIMULATION AND ROLE games.

There isn’t a significant difference in terms of the Total sample based on the type of platform.

Men: 62,7%

Online Games: 64,9%

Online Games: 30,5%

Online Games: 34,1%

Women: 26,9%

Children: 26,8%

DK/DA: 0,1%

Unit: Percentages

Base: Total sample (n=604)

Q.15 We have been talking about the use of videogames, now we’re going to focus on the types of videogames that exist. What types of videogames have you played in the last year?

slide35

Themes played in the last yearBased on Platform

Men:

66,6%

58,5%

Online Games: 67,5%

Online Games: 34,7%

Children: 23,5%

Unit: Percentages

Base: PC Players (n=302); Console Players (n=302)

Q.15 We have been talking about the use of videogames, now we’re going to focus on the types of videogames that exist. What types of videogames have you played in the last year?

slide36

Game duality of various themes

Unit: Percentages

Q.15 We have been talking about the use of videogames, now we’re going to focus on the types of videogames that exist. What types of videogames have you played in the last year?

slide38

Most frequent

Mayor intensidad

·

·

·

Plataforma

Platform

Plataforma

·

·

·

Mujer

Women

Mujer

·

·

·

·

·

·

11 - 13 años

11 - 13 años

11 - 13 years old

·

·

·

·

·

·

Consola

Console

Consola

·

·

·

17 - 19 años

17 – 19 years old

17 - 19 años

Heavy

Heavy

Heavy

·

·

·

Lucha

Lucha

Fighting

·

·

·

·

·

·

Aventuras

Aventuras

Adventure

·

·

·

Simulation

Simulación

Simulación

Shooting

Disparos

Disparos

Acción

Action

Acción

·

·

·

Reflection

Reflexi

ó

n

Adrenalina

Adrenaline

25 - 34 años

25 - 34 años

25 - 34 years old

·

·

·

·

·

·

·

·

·

Medium

Medium

Medium

·

·

·

·

·

·

Varios

Various

Varios

14 - 16 años

14 - 16 años

14 - 16 years old

Men

Hombre

Hombre

Cars

Coches

Coches

/ Racing

/ Carreras

/ Carreras

·

·

·

·

·

·

·

·

·

Estrategia

Strategy

Estrategia

Sports

Deportes

Deportes

·

·

·

20 - 24 años

20 - 24 años

20 – 24 years old

PC

PC

PC

·

·

·

·

·

·

Rol

Role Play

Rol

Light

Light

Light

Least frequent

Menor intensidad

Who are the players of the various themes and what are they like?

slide39

Themes played in the last year and frequency of play

SPORTS videogames are played most often: More than half of SPORTS players play more than 3 days per week.

SIMULATION videogames are the least played (39%, less than once per week).

Unit: Percentages

Base: Themes played in the last year

Q.16 And how often do you play……?

slide40

Favourite themes

Men: 29,3%

SPORTS videogames are preferred especially by MEN.

In terms of preference, ACTION and ADVENTURE games are ranked next. ADVENTURE games are particularly enjoyed by WOMEN and ONLINE PLAYERS.

There isn’t a significant difference based on platform.

Women: 24,3%

Light Players: 34,0%

Online Games: 23,2%

Children: 5,8%

DK/DA: 1,4%

Unit: Percentages

Base: Total sample (n=604)

Q.17 What would you say your favourite type of videogame is - the one you like the most?

slide41

Favourite themesBased on platform

Women:

5,6%

4,2%

Women: 7,4%

Women: 26,6%

Women: 14,4%

Women: 10,3%

Unit: Percentages

Base: PC Players (n=302); Console Players (n=302)

Q.17 What would you say your favourite type of videogame is - the one you like the most?

slide42

Rejected themes

14% would play with all videogame themes that exist.

Of the games mentioned by some, they would normally play with one or two types of videogames.

The most rejected games are KID’S, ROLE PLAY and EROTIC.

WOMEN reject videogames with SHOOTING and FIGHTING as themes.

Women:

23,5%

20,7%

Upper/ Upper Middle Social Class: 11,0%

DK/DA: 11,9%

Average Mentions: 1,7

Unit: Percentages

Base: Total sample (n=604)

Q.18 From the types of videogames you told me you HAVEN’T played during the past year, which one or ones would you never play?

giving up themes and reasons
Giving up themes and reasons

Due to age

More than half of the sample group hasn’t given up playing any given videogame theme.

The main reasons for giving up playing one of the themes are:

They’re boring

Due to age

Prefer others

Complicated/ your reach a level you can’t pass

DK/DA: 15,0%

Unit: Percentages

Base: Total sample (n=604)

Q.19 .What type of videogames did you play quite often in the past and now have stopped playing? / Q.20 Why?

slide44

Relevant Set (I)

Unit: Percentages

Base: Total sample (n=604)

Q.15 What types of PC videogames have you played in the last year?/ Q.17 What would you say your favourite type of videogame is - the one you like the most? Q.18 Which one or ones would you never play? / Q.19 .What type of videogames did you play quite often in the past and now have stopped playing?

slide45

Relevant Set (II)

Unit: Percentages

Base: Total sample (n=604)

Q.15 What types of PC videogames have you played in the last year?/ Q.17 What would you say your favourite type of videogame is - the one you like the most? Q.18 Which one or ones would you never play? / Q.19 .What type of videogames did you play quite often in the past and now have stopped playing?

slide46

4.5

Favourite videogame titles and Key Drivers for Choosing

slide47

Favourite videogame titles

Men: 16,3%

Favourite titles for videogames is very scattered, having mentioned very many titles.

Titles that stand out include the SIMS as a favourite game for PC players.

CONSOLE players have several favourite games in the following order: FIFA FOOTBALL, GTA, PES.

The SIMS is clearly the favourite game among WOMEN, while MEN prefer FOOTBALL games.

Men: 8,1%

Women: 24,4%

Unit: Percentages above 1,5%

Base : PC Players (n=302); Console Players (n=302)

P.21. What’s your preferred or favourite PC / Console game?

preference and reasons
Preference and reasons

Reasons for preference appear for the 4 favourite titles. However, the same can’t be said of other videogames due to the lack of existing statistics for each title.

importance in choosing a videogame
Importance in Choosing a videogame

AVERAGE

7.7

Children: 21,1%

7.7

7.6

Online: 80,6%

Light: 22,3%

7.1

7.1

6.8

Upper SC: 63,9%

6.8

6.3

6.1

Upper SC: 57,4%

6.1

6.0

Online: 63,8%

4.6

Light: 55,8%

4.6

4.6

Unit: Percentages

Base: Total sample (n=604)

Q.23 When choosing a PC game, tell me how important or unimportant each of the following features are. For each one, use a scale from 1 to 10, where 0 represents “Not important”, and 10 is very important, using average scoring to clarify your opinion.

slide50

Importance in Choosing a videogameBased on platform

T3B

Console

PC

81,4

72,2

74,3

78,0

71,2

72,4

25-34: 53,1%

Online: 80,1%

70,0

61,3

25-34: 51,9%

68,4

58,3

63,4

64,9

63,8

60,1

53,3

43,9

52,8

53,6

53,3

40,5

UPPER: 54,4%

50,7

50,7

31,1

29,3

26,7

30,0

27,7

37,2

Online: 65,9%

Unit: Averages and Percentages

Base : PC Players (n=302); Console Players (n=302)

Q.23 When choosing a PC game, tell me how important or unimportant each of the following features are. For each one, use a scale from 1 to 10, where 0 represents “Not important”, and 10 is very important, using average scoring to clarify your opinion.

conclusions on the importance of choosing a videogame
The most important aspects when it comes to choosing a videogame are listed in the following order:

The number of screens

Has to be fast

Price of the game

Online players also place great importance on the fact that you can play with other players at the same time, and that you can play on the web. This last part is much less important for Light Players (Who play less than one hour per week).

The least important aspects when it comes to choosing a videogame are:

The manufacturer of the game

Advertising

Conclusions on the Importance of Choosing a videogame
slide53

5

Habits of using Online videogames

slide54

5.1

Users of Online videogames

slide55

What do you like the most about Online videogames?

Without a doubt, what respondents most like about Online videogames is REACTING with other people.

The attraction of PLAYING WITH STRANGERS and playing with MANY PEOPLE at the same time, received the most mentions.

It all has to do with COMPETING and ENTERTAINMENT.

DK/DA: 1,1 %

Unit: Percentages above 2,0% in total

Base: Online Players (n=96)

Q.29 What do you like the most about online / web-based videogames for PC’s?

slide56

What to you like the least about Online videogames?

TECHNICAL PROBLEMS that occur while they’re playing are what respondents like least about Online videogames.

Other drawbacks directly related to Online games don’t receive mentions reaching 10%.

DK/DA: 25,0%

Unit: Percentages above 2,0% in total

Base: Online Players (n=96)

P.30 And what do you like the least?

level of satisfaction and reasons for not being satisfied
Level of satisfaction and Reasons for not being satisfied

Level of satisfaction with Online videogames

More than half of Online players are very or quite satisfied with the current product offering of Online videogames.

Only 11% aren’t satisfied with the product offering.

There aren’t significant differences among the segments.

65,6

Among those who aren’t satisfied, the first element lacking is variety when it comes to choosing games, and they say that they’re poorly designed.

Details can’t be provided on reasons due to the lack of statistics.

Unit: Percentages

Base: Online Players (n=96)

Q.33a To what extent are you satisfied with the product offering of online / web-based videogames for PC’s: very satisfied, quite satisfied, a little satisfied or not satisfied? / Q.33b Why aren’t you satisfied? Any other reasons?

slide58

Subscribing to pay for videogames

The individual is a subscriber to some type of pay videogame

Base: Adults who play Online (n=85)

Which one?

Base: Subscribers of some type of Online videogame (n=3**)

World of Warcraft

Final Fantasy

Among Online players, there are hardly any who subscribe to some type of Online pay videogame.

Units: Percentages

Q.31a Do you subscribe to some type of pay videogame? / Q31B. Which one/s?

slide59

Web Page popularity of playing Online

DK/DA: 18,4%

Unit: Percentages

Base: Online PC Players (n=81)

P.32 Would you tell me the names of Internet sites / web pages for online games even if you’ve only heard about them?

slide60

5.2

Drawbacks and Hurdles of Online videogames

drawbacks and hurdles of online videogames based on platform
Drawbacks and hurdles of Online videogamesBased on platform

Reasons for not playing Online videogames

Plays Online videogames

Console Exclusives: 50,2%

CONSOLE

Plays Online videogames

Children: 13,6%

PC Exclusives: 26,2%

PC

PC Exclusives: 30,6%

Unit: Averages and Percentages

Base : PC Players (n=302); Console Players (n=302)

Q.26 Do you play online / web-based videogames using a PC? / Q.27 Why don’t you play online / web-based videogames using a PC? Any other reasons?

perceptions towards online videogames
Perceptions towards Online videogames

Positive intention:

29,1

43,5

29,5

32,8

30,8

35,3

34,3

The intention of playing some Online videogame in the future is relatively low among players. Only 30% has a positive intention, but 9 out of 10 players aren’t entirely closed to the idea of trying Online videogames.

7 to 13 year-old children are those who have the most intention of trying them. (43,5%).

Unit: Averages and Percentages

Base : Don’t play Online

Q.28. Which of these sentences best reflects your perception of online videogames?

conclusions drawbacks and hurdles for online videogames
Conclusions – drawbacks and hurdles for Online videogames
  • 95% of Console players don’t currently play Online videogames. The main hurdles to Online games are:

Don’t have Internet/ Adaptor

Don’t like it / it’s boring

  • While we identify a larger percentage of PC players playing on the web (27%), most of them still haven’t tried this new form of playing. Besides reasons already mentioned, PC Exclusives are the ones who have difficulties with online games (26%).

They’ve never tried it

It’s complicated

  • The intention of playing some type of Online videogame in the future is relatively low among players. Only 30% have a positive intention, but 9 out of 10 players are not entirely closed to the idea of trying Online videogames.
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6

Buying and/or renting videogames

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Popularity among Videogame Manufacturers

Average mentions: 7,1

DK/DA: 2,4%

Unit: Percentages

Base : Total sample (n=604)

Q.24 Which videogame manufacturers do you know, even if you’ve only heard of them? / Q.25 I am going to read the names of videogame manufacturers that you didn’t previously mention to me. Will you tell me which ones you know?

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Popularity among Videogame Manufacturers Based on Platform

CONSOLE Players

PC Players

Media menciones: 7,1

Ns/Nc: 2,4%

Average mentions: 6,9

DK/DA: 1,5%

Average mentions: 7,3

DK/DA: 3,3%

Unit: Percentages

Base: PC Players (n=302); Console Players (n=302)

Q.24 Which videogame manufacturers do you know, even if you’ve only heard of them? / Q.25 I am going to read the names of videogame manufacturers that you didn’t previously mention to me. Will you tell me which ones you know?

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Number of Videogames in the Home

Number of Videogames in the home (Total Sample)

Difference

Console Players

Difference

PC Players

PC Exclusives: 7,0%

Online: 8,3%

Children: 34,4%

Online: 27,5%

Average number of videogames: 18,6

Average number of videogames: 17,3

Average number of videogames: 20,0

Unit: Percentages

Base: Total sample (n=604)

P34. How many PC videogames do you currently have in your home?

source of videogames in the home
Source of videogames in the home

Children: 58,2%

Among games found at home, CONSOLE players are those who have purchased the most ORIGINAL games (55,9%).

On the contrary, one third of PC players’ games are ORIGINAL purchases (33,5%) and another third is COPIED and DOWNLOADED (32,7%).

ONLINE (17,1%) and UPPER/ UPPER- MIDDLE social class players (16,8%) are those who have the most downloaded games.

Children: 2,1%

Online: 17,1%

Upper class: 16,8%

Unit: Percentages

Base: Have Games at home (n=589); PC (n=289); Console (n=300)

Q.35. Please tell me if the videogames that you have were bought, given as gifts, lent, copied or downloaded. What percentage of the games you have are…?

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Level of satisfaction with the current product offering of videogames and Reasons for not being satisfied

Level of satisfaction with the current product offering of videogames

Motivos

8 out of every 10 players are very or quite satisfied with the current product offering of videogames.

Only 11,5% aren’t satisfied with the product offering.

There aren’t any significant differences among the segments.

79,2

Reasons

Unit: Percentages

Base: Dissatisfied (n=68*)

Unit: Percentages

Base: Have Games at home (n=589); PC (n=289); Console (n=300)

Q.38a To what extent are you satisfied with the product offering of games that exist for PC’s: very satisfied, quite satisfied, a little satisfied or not satisfied? / Q38b Why aren’t you satisfied? Any other reasons?

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6.1

Renting

frequency of renting videogames
Frequency of renting videogames

Has rented videogames before

How often?

CONSOLE

Has rented videogames before

PC

Unit: Percentages

Base : PC Rent (n=117); Console Rent (n=165)

Unit Percentages

Base : PC Players (n=302); Console Players (n=302)

Q.39 Have you ever rented videogames for a Console / PC? / Q.41 And how often do you rent videogames for a Console / PC?

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Themes rented in the last 6 months Based on Platform

Women: 52,5%

Online Games: 31,6%

Unit: Percentages

Base : PC Rent (n=117); Console Rent (n=165)

Q.40 What videogame themes have you rented in the last 6 months? We are referring to all of the themes that you have rented, regardless of where you rented them. The card that I’m showing you is to help you remember the themes, but you can provide me with themes that don’t appear on the card.

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Level of satisfaction with the current rental offering of videogames and Reasons for not being satisfied

Level of satisfaction with the current rental offering of videogames

Motivos

8 out of every 10 players are very or quite satisfied with the current rental offering of videogames.

Only 12,1% aren’t satisfied with the rental offering.

They’re aren’t any significant differences among the segments.

77,2

Reasons

DK/DA: 79,6%

Unit: Percentages

Base: Dissatisfied (n=34**)

Unit: Percentages

Base: Rent videogames (n=282); PC (n=117); Console (n=165)

Q.42a To what extent are you satisfied with the rental offering of videogames for PC’s: very satisfied, quite satisfied, a little satisfied or not satisfied? Q.42b Why aren’t you satisfied? Any other reasons?

buying videogames after renting them
Buying videogames after renting them

Buys videogames after renting them

Almost half of the sample group (47%) don’t buy any videogames after renting them.

Three of every ten players who rent videogames buy up to 25% of the games rented after trying them.

13% of CONSOLE EXCLUSIVES buy between 75%-100% of games rented, more than other segments.

Unit: Percentages

Base: Rent videogames (n=282)

Q.43 When thinking about all the videogames that you’ve rented, please tell me the percentage of games you buy after having tried them.

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6.2

Buying videogames

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Ways of hearing about the launch of videogames

Online: 69,0%

Heavy Players: 31,8%

Women: 11,8%

Heavy Players: 24,6%

Heavy Players: 21,0%

Online: 36,8%

Children: 1,9%

Unit: Percentages

Base: Have videogames at home (n=589)

Q.36a How do you usually hear about the launch of videogames?

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Place of purchase

Console Exclusives: 42,8%

Online: 23,1%

Heavy Players: 21,2%

Online: 7,1%

DK/DA: 14,7%

Unit: Percentages

Base: Have videogames at home (n=589)

Mentions begin at 1%

Q.36b Where do you usually buy videogames?

average yearly expenses in buying videogames
Average yearly expenses in buying videogames

PC Players

CONSOLE Players

More than half of adolescents / adults (slightly more among Console players) don’t spend more than 100€ per year on videogames.

There are more PC players who don’t buy videogames in general.

Unit: Percentages

Base: Adults who have videogames (n=451); PC (n=239); Console (n=212)

P.37 How many euros per year do you or your family spend buying videogames for PC’s? Give me an approximate calculation.

how do you break down your annual entertainment budget
How do you break down your annual entertainment budget?

Low: 33%

Light Players: 51%

Low: 38%

Women: 21%

Light Players:16%

On average, adolescents / adults spend a quarter of their annual budget on videogames. It’s slightly higher among Console players.

WOMEN and LIGHT PLAYERS are those who spend the least on videogames.

Unit: Percentages

Base: Adolescents / Adults (n=466)

P.45 Lastly, please tell me your budget, or how much you spend on average on entertainment items like music, DVD’s, games, videos, etc…How do you break down the average expenses? What percentage of the expenses goes to…?

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7

Equipment

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Existence of Computers in the home (I)

DOESN’T HAVE

HAS COMPUTER

Unit: Percentages

Base: Total Sample (n=604)

Computer Features (I)

Internet

Equipment

Internet: 64%

DK/DA: 0,2%

Unit: Percentages

Base: Adolescents / Adults PC Players (n=251)

Unit: Percentages

Base: PC Players (n=302)

I’m going to ask you to please tell me the features of the computer you have at home, in the event that you have one.

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Existence of Videogame Console in the home

DOESN’T HAVE

HAS CONSOLE

Unit: Percentages

Base: Total Sample (n=604)

Console Model normally used for playing games

Console is equipped with Internet adaptor (Online game)

Total Play Station: 87,2 %

Total Gameboy: 7,0%

Total Nintendo: 1,2%

Unit: Percentages

Base: Console Players (n=302)

Which videogame console model do you usually use for playing games? Q3. Do have an Internet adaptor to play games online with the console?

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8

CONCLUSIONS

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Conclusions (I)

PC PLAYER PROFILE

  • In general we are finding younger players / adults between 14-34 years old with children. And among PC exclusives there are more players between the ages of 25-34 years old within the upper / upper-middle social classes.
  • One-third of PC players also play videogames online, much more than Console players.
  • 23% play more than 4 hours per week (Heavy Players), and they also play

Online videogames, the most frequent players reach 35%.

  • We are finding slightly higher percentages among Light Players (less than one hour per week).
        • On average, PC players play 2,6 hours per week, significantly less than Console players.
        • They prefer to play alone and at home.

Favourite themes are similar to those of the Console: Action, Adventure, Cars/ Racing and Sports. Sports games are also the games that are played most often, as well as the ones most preferred by men.

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Conclusions (II)

PC PLAYER PROFILE

  • The favourite theme for women PC players is by far “The SIMS”, especially because it’s entertaining, you have freedom of play and it seems real.
  • Men like FIFA football better.
  • The most important aspects when it comes to choosing a videogame include speed,

the number of screens and price (similar to Console players). The characteristic most highly valued by Online players is that several people can play at the same time.

  • 7 videogame manufacturers are recognized, on average. The best known are Nintendo, Sony and Microsoft. Microsoft is recognized by PC players more than by Console players.
        • They have more than 20 videogames at home, a third of which were originally bought, and another third of which are copied or downloaded. It’s particularly the Online players who download games the most.
        • 4 out of every 10 have rented a PC videogame in the past, but

more than half do so very infrequently (less than once per month).

26% don’t buy PC videogames and half of those who do, don’t spend more than 100€ per year, which represents an average of 23% of their annual entertainment budget.

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Conclusions (III)

VIDEOGAME CONSOLE PLAYER PROFILE

  • There are more children between the ages of 7-13 among Console players, especially among those who form part of Console exclusives.
  • 26% play more than 4 hours per week (Heavy Players), even more still among men and adolescents/adults.
  • Only 10% play less than 1 hour week, but if we look at women separately, this figure doubles.
      • On average, Console players play 3,0 hours per week, significantly more than PC players.
      • They play more with their friends and family than PC players, although half usually play alone.

Favourite themes are the same as the ones for PC’s: Action, Adventure, Cars/Racing and Sports. Sports games are also the ones played the most, and the ones most preferred by men.

Console players have several favourite games, which appear in the following order: FIFA Football, GTA and PES.

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Conclusions (IV)

VIDEOGAME CONSOLE PLAYER PROFILE

  • Favourite titles among men Console players are FIFA Football and Pro Evolution Soccer (PES), the latter especially because it seems real and it’s the game they play with their friends.
  • When it comes to choosing a videogame, the most important features include the number of screens, speed and price (similar to PC players). They value the main character and other characters more than PC players.
  • On average, they are familiar with 7 videogame manufacturers, the best known are Sony and Nintendo. Sony is better known by Console players than by PC players.
        • They have an average of 17 videogames at home, more than half of which were originally bought in shops, and they’re the ones with the fewest number of copies.
        • More than half have rented a Console videogame game before, but

more than half do so infrequently (less than once per month).

  • 13% of Console exclusives buy between 75%-100% of rented games,

more than other segments.

60% of those who buy games don’t spend more than 100€ per year, which represents an average of 27% of their annual entertainment budget.