Many marketers believe that adult women make all the household purchase decisions, and younger women make or break most movies. From the home to Hollywood, however, you can’t discount the influence of 18-34 guys, according to a new report from entertainment portal/ad network Giant Realm.
Indeed, nearly three in five — 58.5% — of 18-34 guys say family and friends ask for their opinion on which video games to buy, and a whopping three-quarters — 77% — say they are asked for recommendations on which movies to see.
Young men also might be seen as a good source for movie recommendations, given that one-quarter — 24.8% — hit the theaters on opening weekends for movies they want to see. An additional 39.8% say they might go to the premieres if the movie suits them. Read more at www.mediapost.com |
Microsoft’s Xbox 360 topped both the Sony PlayStation 3 and Nintendo Wii in U.S. unit sales in July, riding the momentum of its revamped hardware to take the crown for the second straight month, according to data to be released today by the NPD Group market research firm. |
The Xbox 360 registered 443,000 units sold for the month — more than double its total of 203,000 in the same month last year. By comparison last month, the totals were 254,000 for the Wii and 215,000 for the PlayStation 3, based on early numbers released to NPD clients. Read more at www.techflash.com |
This year’s 29% growth rate will slow to about 24% in 2011, and growth will continue steadily in the double-digits through 2014 as the market matures.
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Trendstream and Lightspeed Research estimated that 25% of US Internet users ages 16 to 64 played social games monthly in February 2010. Based on eMarketer’s estimate of 160 million US Internet users ages 18 to 64 (the closest age range to Trendstream/Lightspeed’s survey), this represents nearly 40 million users.
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Relatively few of those gamers are paying to play or to purchase virtual goods and currency, although those revenue streams make up a large percentage of total social gaming dollars. Other marketing opportunities abound, including custom games, product placements, in-game items, display ads and other branding plays.
Read more at www.emarketer.com |
According to the study, 13% of the overall population surveyed reported that they had bought virtual goods in the last 12 months, with the mean of digital good purchase up 14% from $87 in 2009 to $99 in 2010. The median of digital goods purchase is $50 in 2010, a 67% improvement from $30 in 2009. In terms of the heaviest concentration of digital goods buyers, iPhone owners took over the #1 spot, moving from 28% of iPhone owners in 2009 to 43% in 2010. Virtual worlds came in second place with 41% of regular visitors having bought a digital good. Of weekly handheld and mobile gamers, 33% and 32%, respectively, bought digital goods. Overall, more than one-fifth (21%) of those who bought digital goods said they plan to spend more in the next 12 months. Among ways to purchase digital goods, 16% of digital goods buyers say they have used Facebook Credits.
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Largest demographic of consumers who have reported buying virtual goods:
1. Males ages 18 to 24 (31%)
2. Males ages 8 to 11 and 12 to 17 (both at 23%)
3. Males 25 to 34 (21%)
4. Females ages 8 to 11 (16%)
5. Females ages 12 to 17 (15%)
6. Females ages 18 to 24 (14%)
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Where consumers are buying from:
1. In a game (57%)
2. The official Web site outside the virtual world or game (38%)
3. E-commerce site such as PlaySpan (16%)
4. Another player (8%)
5. Other (8%)
6. Not sure (8%)
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Type of game or environment where consumers have bought from:
1. A free, web-based game (37%)
2. A social network site, other than a game (31%)
3. A free multiplayer computer game (29%)
4. A game on a social network site (29%)
5. A connected console marketplace (21%)
6. A paid, subscription based multiplayer game (18%)
7. An online virtual world (11%)
8. Other (6%)
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Concentration of virtual goods purchasers within ethnic groups:
1. Asian American (26%)
2. Latinos (20%)
3. African American or Black (15%)
4. Caucasians (11%)
5. All others (12%)
Read more at www.prweb.com |
If you aren’t one of the 24% of US and UK Internet users playing social games at least weekly, you may have seen the traces of those players and their FarmVille or Scrabble exploits in your Facebook newsfeed. PopCap Games, maker of several popular titles, explored the demographics of the group in its “2010 Social Gaming Research” report.
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More than one-half of players are female, and the average US player is 48 years old. Relatively few US weekly gamers are under 30, while nearly one-half are over 50.
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Nielsen video game data released today shows that Video Gamers are playing more this summer than last. Total video game console usage minutes in June 2009 went up 21% from the the previous June. The average console gamer played 768 minutes on consoles during this year’s June reporting month. |
| Video game consoles are not just being played by kids - just under 50% of gameplay came from adults 18+ |
Several comScore studies have confirmed that online campaigns drive offline sales, according to Fulgoni. In the first study, comScore took four categories, 53 brands and 200 of the most trafficked sites. The company looked at people exposed to display advertising and what they did in the month following. Findings reveal that 18% searched on the brand advertised and 29% went to the advertisers’ sites. Consumers
who were exposed to the display advertising spent 55% more time than the average visitors to these sites the next month. The rise in time spent is matched by a similar increase in page views — about 51%. |
Then, comScore analyzed the impact that online campaigns have on retail sales by matching the name and the address of consumers to retail loyalty card databases. The supermarket Kroger, for example, has issued about 60 million loyalty cards, which provide a massive data set to understand the degree that online search and display campaigns drive retail sales. The findings suggest a lift that is five times stronger when people are exposed to search ads alone, compared with display. Search alone produces an 82% lift, compared with display at 16%, and 119% when search and display are combined. About 82% of online ad campaigns measured by comScore have generated an average lift of 22% in CPG brand sales in retail stores. Read more at www.mediapost.com |
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“Young Male” Demographic Key Influencer in Entertainment Decisions
