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Electronic Gaming in the Digital Home
A multiclient FROM PARKS ASSOCIATES
By Yuanzhe (Michael) Cai, Director of Broadband and Gaming

Publish Date: Sep 06

SYNOPSIS

This survey of more than 2,000 Internet gamers reveals that the U.S. Internet gamer population has diversified to include six distinctive gamer groups. This study provides analysis of these gamers' favorite gaming platforms and genres, their gaming behaviors (time and money spent on different gaming activities), interest in new gaming services, and perspectives on game advertising.

“If game companies insist on chasing the mythical hardcore and casual gamer segments, they will miss out on more than half of the market,” said Yuanzhe (Michael) Cai, Director of Broadband and Gaming, Parks Associates. “The market is not black and white anymore, and game marketers need to understand these finer nuances.”

Download PDF of Table of Contents | More Information on Electronic Gaming in the Digital Home

Deliverables

Executive Summary

The Bottom Line (Slide Deck)

Resource Book (Slide Deck)

Banner Tabs

Raw data (in SPSS)

CONTENTS

Executive Summary

1.0 Overview of the Study

2.0 Key Recommendations

3.0 Key Findings
   3.1 U.S. Internet Gamers: At a Glance
   3.2 A New Approach For Identifying Key Gamer Groups
   3.3 Gaming Platform Dynamics
      3.3.1 PC and Console Gaming
      3.3.2 Portable and Mobile Gaming
   3.4 Trends in Online Gaming
   3.5 Gamers as Early Adopters
   3.6 Game Advertising
   3.7 The Concept of Pervasive Gaming

The Bottom Line (Slide Deck)

Notes on Methodology
Market Sizing
Methodology for Identifying Key Gamer Groups
Platforms and Gaming Behavior
Other General Gaming Behaviors
Gaming Expenditure
Expected Change in Gaming Expenditure
Game Genres
Trends in Online Gaming
MMOG Gaming
Pervasive Gaming
Interest in STB Gaming and Other New Services
Game Advertising
Gaming PC
Tapping into Portable and Mobile Gaming
Ownership of Stationary Consoles
Purchase Intention of Stationary Consoles
Digital Habits

Resource Book (Slide Deck)

Notes on Methodology
Screening & Platforms
Gaming Habits & Services
Gaming Equipment
Segmentation Questions
Media Center PCs
Demographics & Technographics

figures

Executive Summary

U.S. Internet Gamers: At a Glance
Ranking Different Gamer Groups: Motivation, Time, and Money
Number and Percentage of Households with Gamers from Different Groups
Retail Gaming Revenue by Gamer Groups
Average Retail Expenditure per Gaming Hour among Different Gamer Groups
Comparison of Gaming Time across Platforms
Gaming Time Allocation by Platform: Male vs. Female (Q2/06)
Gaming Expenditure by Platform: Percentage of Spenders and Mean Monthly Spending
Average Gaming Hours: Top Five PC Genres vs. Console Genres
Interest in Receiving Mobile Updates on MMOG by Gender
Popular Online Multiplayer Games
Online Gamers Expect to Grow Their Online Gaming Service Expenditure in the Next Two Years
Addictiveness of MMOG and Online Casual Gaming
Interest in In-Game Music Download Service: by Age and Gender
Interest in Set-Top TV Gaming by Gamer Groups
Interest in a Feature-Rich Web-Gaming Service by Gamer Groups
Adoption of Digital Devices and Online Media among Gamer Groups
Gaming Drives Adoption of New PC Peripherals
Price Sensitivity to Gaming Services with Ads
Perception of In-Game Advertising
Discount Expected for Games with Ads: by Age and Gender
Appeal of Games with Ads That Are Free, Discounted, or Offer Prizes: among Leisure Gamers
Least Intrusive Approach of Ad Insertion: by Age and Gender
Interest in Pervasive Gaming Very High among Core Gamers
Interest in Pervasive Gaming High among Gamers Already Playing on Multiple Platforms

The Bottom Line (Slide Deck)

Retail Market Revenue Estimate (Q2 2006)
Estimates of Online Gaming Revenue
Percentage of Various Gamer Groups
Estimated Number of Households with Gamers from Different Segments
How Do Different Gamer Groups Compare
Retail Gaming Revenue by Gamer Groups
Device Used for Gaming (Q2/06)
Comparison of Gaming Time across Platforms
Number of PC Gaming Sessions per Month: by Age and Gender (Q2/06)
Number of Console Gaming Sessions per Month: by Age and Gender (Q2/06)
Number of Gaming Sessions on Portable Players: by Age and Gender (Q2/06)
Number of Gaming Sessions on a Mobile Phone: by Age and Gender (Q2/06)
PC Gamers Spend More Time Playing Games: Percentile Analysis
Gaming Time Allocation by Platform: Male vs. Female (Q2/06)
Gaming Hour Allocation by Platform: by Age Groups (Q2/06)
How Do Different Gamer Groups Allocate Gaming Time
Average Total Gaming Hours by Gamer Groups
Average Gaming Session Length by Platform
Mean Percentage of Time Spent on New Games across Platforms
Time Spent on New Release vs. Back-Catalog Games: among Console Gamers Who Play New Releases
Number of Games Owned Personally (Q2/06)
Average Number of Games Played Personally (Q2/06)
Average Number Computer Games Played Personally: by Gender (Q2/06)
Average Number of Console Games Played Personally: by Gender (Q2/06)
Average Number of Portable Games Played Personally: by Gender (Q2/06)
Gaming Outside of the Home: by Gender and Age (Q2/06)
Gaming Expenditure by Platform: Percentage of Spender and Mean Monthly Spending
PC Gamers Spend Least Money on Retail Game Purchases: Percentile Analysis
PC Gaming Undermonetized Compared to Console Gaming among Gamers Who Spend More than 20 hours per Month Playing PC vs. Console Games
PC Gaming Undermonetized Compared to Console Gaming among Gamers Who Spend More than 40 hours per Month Playing PC vs. Console Games
Average Total Monthly Retail Game Expenditure by Gamer Groups
How Do Different Gamer Groups Allocate Retail Gaming Budget
Gaming Expenditure Allocation by Gender (Q2/06)
Gaming Expenditure Allocation by Age (Q2/06)
Gaming Expenditure Allocation by Number of Children at Home (Q2/06)
Gaming Expenditure Allocation by MMOG and Online Console Gamers (Q2/06)
Monthly Expenditure on Computer Games by Age and Gender (Q2/06)
Monthly Expenditure on Console Games by Age and Gender (Q2/06)
Monthly Expenditure on Portable Player Games (Q2/06)
Expected Change in Expenditure: Console vs. PC Game (Q2/06)
Expected Change in Expenditure: Console vs. Portable Game (Q2/06)
Expected Change in Game Expenditure: Retail PC Games vs. Online Gaming Services (Q2/06)
Expected Change in Expenditure: Retail PC Games vs. Downloads (Q2/06)
Types of Games Played Personally (Q2/06)
Top Three Genres Played by Demographics
Types of Core Games Played Personally: Computer Only vs. Console/PC Gamers (Q2/06)
Types of Casual Games Played Personally: Computer Only vs. Console/PC Gamers (Q2/06)
Average Hours Spent on Core Computer Games
Average Hours Spent on Casual Computer Games
Average Hours Spent on Core Console Games
Average Hours Spent on Casual Console Games
Average Gaming Hours: Top Five PC Genres vs. Console Genres
Top Game Genres Played on PC and Console among Gamer Groups
Time Spent on Computer Gaming (Q2/06)
Gaming Hour Allocation: Online vs. Offline
Online Desktop Gaming by Age and Gender (Q2/06)
Online Desktop Gaming Hours by Age and Gender
Top Five Online Gaming Services: by Awareness and Usage
Top Five Online Gaming Services: by Percentage of Paying Users (Q2/06)
Top Five Online Gaming Services: by Conversion Rate (Q2/06)
Service Affiliation among Subscribers to Premium Online Gaming Services
Usage of Top Online Gaming Service Users by Gender (Q2/06)
Online Gaming Service Users by Age (Q2/06)
Popular Online Multiplayer Games (Q2/06)
Popular Online Multiplayer Games: by Age and Gender (Q2/06)
Estimated Number of Users and Paying Users to Different Online Gaming Services
Online Game Spenders by Gender (Q2/06)
Online Game Spenders by Age (Q2/06)
Addictiveness of MMOG and Online Casual Gaming
Online Gamers Expect to Grow Their Online Gaming Service Expenditure in the Next Two Years
Adoption of MMOG Gaming among Different Age/Gender Groups
Interest in MMOG Gaming: by Age and Gender
Interest in Console MMOG Gaming by Gender
Interest in Receiving Mobile Updates on MMOG by Gender
Interest in Playing Mobile MMOG (3MOG) by Gender
The Concept of Pervasive Gaming: Portability and Networkability
Interest in Pervasive Gaming Very High among Core Gamers
Interest in Buying a Game Once and Play on Multiple Devices among Gamers Playing on Multiple Devices
Interest in Cross-Platform Multi-Player Gaming among Gamers Playing on Multiple Devices (Q2/06)
Interest in Set-Top TV Gaming by Gamer Groups
Interest in Set-Top TV Gaming: by Age and Gender
Interest in TV STB Gaming at Various Price Points (Q2/06)
Interest in a Feature-Rich Web-Gaming Service by Gamer Groups
Interest in Web-Gaming Service with Rich Features: by Age and Gender
Interest in In-Game Music Download Service: by Age and Gender
Free-Ad-Supported Gaming Service:
Appeal of Free Ad-Supported Gaming Service by Gender and Age (Q2/06)
Price Sensitivity to Gaming Service with Ads
Price Sensitivity towards Game Services with Ads: Male vs. Female
Perceptions and Opinions about Game Advertising:
Power Gamers Have Strong Opinions about Game Advertising
Opinion about Seeing In-Game Ads If It Helps Enhance Game Play: by Gender and Age (Q2/06)
Opinion about Seeing In-Game Ads If It Helps Reduce Cost: by Gender and Age (Q2/06)
Opinion about Seeing In-Game Ads in Free Games: by Gender and Age (Q2/06)
Opinion about Seeing In-Game Ads to Win Prizes: by Gender and Age (Q2/06)
Perception of In-Game Ads Always Having Negative Impacts: by Gender and Age (Q2/06)
Perception of In-Game Ads: Negative Impact (Q2/06)
Perception of In-Game Ads Enhancing Game Play by Percentage of Time Spent on New vs. Old PC Games
Perception of In-Game Ads Having Negative Impact by Percentage of Time Spent on New vs. Old PC Games
Interest In Extra Features in a Game with In-Game Ads: Gender Difference
Appeal of Games with Ads That Are Free, Discounted, or Offer Prizes among Core Gamers
Desired Discount for Tolerating Game Advertising:
Desired Discount for Games with In-Game Ads (Q2/06)
Discount Expected for Games with Ads: by Age and Gender (Q2/06)
Least intrusive Approach to Game Advertising:
Perception of Different Types of Ad-Insertion (Q2/06)
Least Intrusive Approach of Ad Insertion: by Age and Gender (Q2/06)
Brand of a New Computer (Q2/06)
Self-Built Computer (Q2/06)
Gaming Drives Adoption of PC Peripherals
2005 Unit Sales of PSP and Nintendo DS (2005)
Portable Game Player Ownership (Q2/06)
Portable Gaming Device Owners by Age and Gender (Q2/06)
Portable Game Player Ownership among Game Console Owners
Gamers with Both Fixed and Portable Consoles Spend More Money on Software
Correlation between Portable Console and Mobile Phone Gaming
Percentage of Paying Mobile Game Downloaders among Different Gamer Groups
Multiple Current-Generation Console Households
Game Console Ownership (Q2/06)
Adoption of Xbox 360 among Xbox Owners and Non-Owners
Household Income: by Game Console Owners (Q2/06)
Large Percentage of Singles among Xbox 360 Owners
Brand New Game Console (Q2/06)
Gender by Game Console Intenders (Q2/06)
Household Income by Game Console Intenders (Q2/06)
Purchase Intention for Game Console and Portable Game Player among Different Gamer Groups (Q2/06)
Purchase Intention for Game Console and Portable Game Player: by Age and Gender (Q2/06)
Preferred Next-Generation Game Console: by Age and Gender (Q2/06)
Adoption of Digital Devices and Online Media among Gamer Groups

Resource Book (Slide Deck)

Percentage of Qualified Gamers-Electronic Gaming (Q2/06)
Gaming Platforms (Q2/06)
Device Usage for Gaming (Q2/06)
Number of Hours Spent on Gaming Device (Q2/06)
Mean Hours Spent on Gaming Device (Q2/06)
Reason for not Gaming (Q2/06)
Likelihood of Becoming a Gamer (Q2/06)
Role in Decision-Making (Q2/06)
Gaming Location (Q2/06)
Computer Gaming (Q2/06)
Time Spent on Computer Gaming (Q2/06)
Type of Games Played Personally (Q2/06)
Time Spent on PC Games (Q2/06)
Average Number of Hours Playing PC Games (Q2/06)
Time Spent on Console Games (Q2/06)
Average Number of Hours Playing Console Games (Q2/06)
Number of Games Owned Personally (Q2/06)
Average Number of Games Played Personally (Q2/06)
Number of PC Games Played Personally (Q2/06)
Number of Console Games Played Personally (Q2/06)
Time Spent on Playing New vs. Old Games (Q2/06)
Online Gaming Services (Q2/06)
Using Online Gaming Services (Q2/06)
Online Multiplayer Games (Q2/06)
Monthly Expenditure on Online Games II (Q2/06)
In-Gaming Trading Activities (Q2/06)
Interest in New Game Services (Q2/06)
Interest in New MMOG Game Services (Q2/06)
Interest in Games Featuring In-Game Ads and Special Features (Q2/06)
Interest in Subscribing to a Game Service Featuring In-Game Ads at Various Price Points (Q2/06)
Perception of In-Game Advertising (Q2/06)
Desired Discount for Games with In-Game Ads (Q2/06)
Perception of Different Types of Ad-Insertion (Q2/06)
Monthly Expenditure on Gaming (Q2/06)
Change in Game Expenditure (Q2/06)
Game Console Ownership (Q2/06)
Portable Game Player Ownership (Q2/06)
Purchase Intention (Q2/06)
Brand of New Game Console (Q2/06)
Brand of a New Computer (Q2/06)
Interest in TV STB Gaming at Various Price Points (Q2/06)
Self-Built Computer (Q2/06)
Computer Brand (Q2/06)
Computer Peripherals (Q2/06)
Years Spent Gaming (Q2/06)
Gamer Psychographics I (Q2/06)
Gamer Psychographics II (Q2/06)
Gamer Segments (Q2/06)
Social Gaming Habits-Teenagers (Q2/06)
Social Gaming Habits-Adults (Q2/06)
Gaming with Child (Q2/06)
Media Center PC (Q2/06)
Ownership of Media Center PC (Q2/06)
Purchase Intention for a Media Center PC (Q2/06)
Reasons for Lack of Interest in MCPC (Q2/06)
Media Center PC Scenarios (Q2/06)
Media Center Remote Control (Q2/06)
Location of Media Center PCs (Q2/06)
Technology Connection (Q2/06)
MCPC: Keyboard and Mouse Control (Q2/06)
MCPC: Remote Control (Q2/06)
Connect Game Console to Media Center PC (Q2/06)
Media Center PC vs. Home Control (Q2/06)
Technology Adoption (Q2/06)
Computer Usage (Q2/06)
Type of Internet Access (Q2/06)
Home Network Ownership (Q2/06)
Home Network Technologies (Q2/06)
Age (Q2/06)
Gender (Q2/06)
Race (Q2/06)
Adult in Household (Q2/06)
Household Members Under 18 (Q2/06)
Living Environment (Q2/06)
Type of Residence (Q2/06)
Home Ownership (Q2/06)
Employment Status (Q2/06)
Household Income (Q2/06)
Marital Status (Q2/06)
Education (Q2/06)

ATTRIBUTES
Authored by Yuanzhe (Michael) Cai
Executive Editor: Tricia Parks
Published by Parks Associates

© September 2006 Parks Associates
Dallas, Texas 75230

All rights reserved. No part of this book may be reproduced, 
in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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