Gamer Segmentation 2012: The New Faces of Gamers - NPD Group

Gamer Segmentation 2012:
The New Faces of Gamers
Copyright 2012. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary
and Confidential and may not be disclosed in any manner, in whole or in part, to any third
party without the express written consent of NPD.

Table of Contents
Section
Introduction
Gamer Segment Definitions
Key Findings
Gamer Segment Overview
Detailed Findings
I. Usage, Acquisition, and Playing Time
II. Microtransactions and Additional Content
III. Multi-Functionality and Mobile
IV. Retail
V. Game Type
VI. Preferences and Attitudes
VII. Appendix
Source line goes here, Arial 9pt, Black
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Introduction
Objective
The objective of Gamer Segmentation 2012 is to provide an in-depth view of the U.S. gaming
population by segmenting the market on the basis of attitudes, gaming behavior, usage, and spend.
This year, our gamer segmentation has been updated to provide the latest market analysis.
Gamer Segmentation 2012: The New Faces of Gamers focuses on various facets of gaming behavior
with an emphasis on cross-segment behavior – that is, how segments relate to one another.
Additionally, segment behavior will be benchmarked to total gamers to highlight key differences from
the average gamer.
Methodology
The segments were created using a two-step cluster analysis in SPSS (a statistical software
package). This method enabled us to group people together based upon similarities in variables. The
variables used to group the panelists into the segments were responses to a block of attitudinal
questions about their gaming behavior across all possible systems and devices. Certain defining
characteristics were identified for each cluster, which then became the description of that segment.
Each segment is unique, meaning each respondent can only belong to one segment.
The data was collected March 2012, and is based on a total of n=8,488 respondents age two and
older. Responses for kids under age 13, as well as some kids in the 13-15 age range, were captured
through surrogate reporting, where the parent answers on behalf of the child. The data is weighted
and representative of the U.S. population age two and older. Statistical significance testing was
employed at the 95 percent confidence level, meaning results can be recreated 95 out of 100 times.
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Introduction
Other Notes:
■ Gamers are defined as those who personally play games on at least one of
the systems/devices measured – see Pg. 5
■ Unless noted otherwise, all numbers in charts are percentages.
■ Bases of 200 or higher are considered by NPD to be the most reliable.
Bases of 100-199 are denoted with an asterisk (*), and while results are
reliable they should be interpreted with some caution due to lower base
size. Bases of 75-99 are noted with a double-asterisk (**) and should be for
directional use only.
■ “Acquisition” refers to full games acquired in past three months for any
system/device in any way (purchase, receive, gift card, etc.) – it does not
include microtransactions/additional content.
■ “Microtransactions/additional content” refers to expansion packs/maps/
levels or any other kind of additional content, such as weapons/tools,
clothing/armor, in-game money, etc.
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Introduction
Systems/Devices Measured
(Note: Abbreviations used in report are in parenthesis)
Consoles
■ Nintendo Wii (Wii)
■ PlayStation 2 (PS2)
■ PlayStation 3 (PS3)
■ Xbox 360 (360)
Portables
■ Game Boy (Advance,
Advance SP or Micro)
(GB)
■ Nintendo DS/DS Lite
(DS/Lite)
■ Nintendo DSi/DSi XL
(DSi/XL)
■ Nintendo 3DS
■ Sony PSP (PSP)
■ Sony PSPgo (PSPgo)
■ Sony PS Vita
Phones & Devices *
■ Cell phone (not incl. iPhone or
other Smartphones) (Cell phone)
■ iPhone
■ Android Smartphone – LISTED
SEPARATELY FOR 2012
Other Smartphone (not incl. iPhone or
Android; for ex., a Blackberry)
(Smartphone)
■ Portable digital music player (for
ex., iPod, Sansa, Zune, etc. - Not
incl. iPod touch) (PDMP)
■ iPod touch
■ iPad
■ Other tablets (Samsung Galaxy,
Kindle Fire, Nook Color; etc. Not
including iPad)
(Note: Underlined = “i-Devices”)
*Phones/devices also referred to as “mobile”
Computers/Laptops (PC)
■ Personal desktop computer
(Desktop)
■ Laptop/Netbook (combined
for 2012)
Other Systems
■ Kid-oriented systems (for ex,
Leapfrog Leapster, Vtech
V.Smile, etc.) (Kid-system)
■ Plug & Play/all-in-one
systems (for ex, Namco TV
Games, Atari Classics, etc.)
(P&P)
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Meet the Gamers
CORE
GAMERS
FAMILY+KID
GAMERS
“I usually buy
blockbuster hits as
soon as they
come out…”
“I get most of my
games as a gift
from my parents
or relatives…”
“Me too!”
DIGITAL
GAMERS
AVID PC
GAMERS
“I like to rent
games…”
“I pay for a
subscription to
play games…”
MOBILE
GAMERS
LIGHT PC
GAMERS
Base: Total Gamers: 5,687; Avid PC Gamers: 718; Light PC Gamers: 742; Mobile Gamers: 1,259; Digital Gamers: 883;
Family & Kid Gamers: 862; Core Gamers: 1,222
“I enjoy gaming
on my i-devices…”
“I like to play
free games…”
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Meet the Gamers
% of Total Gamers:
% Difference
from 2011:
CORE
GAMERS
21%
-2%
Very engaged
across all systems,
especially consoles.
Higher use of Xbox
360 and PS3 than all
other segments.
Most time spent
gaming overall (15
hrs/wk). High
likelihood to acquire/
purchase games.
While digital game
purchasing is
average, most likely
to purchase
microtransactions/
additional content.
DIGITAL
GAMERS
16%
+4%
Engaged in a variety
of gaming, from PC
to mobile, console to
portable, online and
offline. Their focus
is on digital
acquisition. Heaviest
game acquirers of all
segments. Also
highest number of
digital games and
apps acquired.
More so than others,
they like the
immediate access
that digital provides.
MOBILE
GAMERS
22%
:
+9%
Segment is defined
mainly by use of
mobile devices
(phones and other)
for gaming.
Particular emphasis
on i-devices. Time
spent gaming on
mobile devices is
almost half of total
gaming time.
Highest percentage
of free digital games
though paid digital
acquisition is on par
with the average
gamer.
FAMILY & KID
GAMERS
15%
m 2011:
-7%
Segment most likely
to use Wii for
gaming. Also a high
incidence of “kid
system” use – e.g.,
Leapfrog Leapster,
etc. Both game
acquisition and
number of games
personally
purchased are below
average, and dollars
spent on digital
games is lower than
total gamers.
AVID PC
GAMERS
Heavy PC gaming
focus, especially
online. PC/casual
game play driven by
females/age 35+.
Non-casual game
play driven by
males/under age 35.
Below average for
physical and paid
digital game
acquisitions and
average for free
digital acquisitions,
but they do
purchase/acquire
games, both digital
and physical, as well
as
microtransactions.
LIGHT PC
GAMERS
Also focused on PC
gaming, but not
nearly to the extent
of Avid PC Gamers.
Their primary and for
the most part only
genre preference is
casual games (card,
puzzle, word, etc.)
The vast majority
prefer free games.
Low purchase
likelihood overall,
regardless of
content type.
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13%
Base: Total Gamers: 5,687; Avid PC Gamers: 718; Light PC Gamers: 742; Mobile Gamers: 1,259; Digital Gamers: 883;
Family & Kid Gamers: 862; Core Gamers: 1,222
-2%
13%:
-2%

Contact Us
For more information about Gamer Segmentation 2012, contact
your NPD account manager, call Charles Camarato at
866-444-1411, or email contactnpd@npd.com.
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