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The Adult Videogamer Market in the U.S.: Tapping into the New Diversity of Video-Game Players

Video Game

Summary

Table of Contents

The Adult Videogamer Market in the U.S.: Tapping into the New Diversity of Video-Game Players

Publication date: January 2009

Keywords : Video Game, computer game, online video game, Video Game Console, game console, casual game, Nintendo DS, video games console, game developer

This groundbreaking Packaged Facts report provides a detailed analysis of the consumer attitudes and behavior of the 114 million American adults who play video games. Videogamers represent more than half of the adult population and have an aggregate income of $4 trillion. Through the innovative use of data from the Simmons Market Research Bureau National Consumer Survey, this Packaged Facts report challenges numerous stereotypes of vide...

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Through the innovative use of data from the Simmons Market Research Bureau National Consumer Survey, this Packaged Facts report challenges numerous stereotypes of videogamers. For example, videogamers are far from being slackers who do nothing but sit for hours on end in front of a gaming console or computer screen. In fact, videogamers are exceptionally active consumers. They work out more, go out more and shop more than adult Americans who don’t play video games. Although video games are a primary form of entertainment for many gamers, traditional forms of media and entertainment such as watching television, going to the movies and dining out remain a central part of the leisure-time habits of most video-game players.

The report also shows how the population of videogamers is rapidly diversifying beyond the core young male gamer. The prototypical videogamer is now as likely to be a woman as a man. The videogamer population includes 25 million adults in the 55+ age bracket, 13 million retirees and 28 million grandparents.

The report begins with an overview of the videogamer market, which is divided into “Avid,” “Moderate” and “Occasional” segments based upon gamers’ degree of involvement with video games. It includes chapters on trends and opportunities in the videogamer market as well as an assessment of the size and growth of the market.

The next section of the report provides a detailed analysis of key segments in the videogamer market. Separate chapters present demographic profiles of video-game players and video-game buyers and include detailed data on the types and brands of games played and purchased. Another chapter provides an assessment of three gamer segments of increasing importance to the video-game industry: women, mature videogamers and family gamers.

Another section of the report analyzes the consumer behavior of video-game players. One chapter provides an overview of the in-store and online shopping behavior of videogamers. Another chapter provides in-depth profiles of the consumer behavior of videogamers in the areas of financial services, food, fashion and automotive. Other chapters analyze the connection of videogamers with consumer electronics, computers and the Internet.

The report continues with a chapter discussing how videogamers use the media and relate to advertising. It concludes with a chapter on the leisure and entertainment choices of videogamers.

Video Game Industry in the United States

Chapter 1 Executive Summary
Background: Introduction; Overview of the Report
Scope and Methodology: Scope of the Market; Methodology
Trends and Opportunities: American Consumers Escape into Video Games as Hard Times Get Harder; Adults Take to Video Games in Increasing Numbers; Video Games Appeal to All Age Groups; Casual Games Drive Change in Videogamer Demographics; Nintendo in Forefront of Gaming Revolution; Video Games Now Offer More than Just Fun; Video-Game Ads Expected to Grow Dramatically; Gamers Offer Many Opportunities for Retailers
Overview of the Market: Gamer Population Totals 114 Million; Videogamers Generate Annual Income of $4 Trillion; Video-Game Purchases Will Reach $10 Billion in 2013; Older Age Groups and Women Expected to Spark Growth in Videogamer Market
Profile of Adult Video-Game Players: Video Games Appeal to All Ages; Half of Videogamers Are Women; Videogamers Have Different Demographic Profile; Gender Drives Choice of Games; Gaming Habits of Moderate and Occasional Players Differ from Those of Avid Players; Gameboy and Nintendo Draw More Female Gamers; Online Games Interest Older Women; Women Predominate among Cellphone Game Players; Young Men Predominate among Offline Computer Gamers
Profile of Adult Video-Game Buyers: 50 Million Adults Buy Video Games; Many Buyers of Video Games Don’t Play Them; Avid Players Most Likely to Buy Games; Many Players Rent or Borrow Rather than Buy Games; Women in the 35- to 44-Year-Old Age Group Account for Largest Segment of All Video-Game Buyers; Non-Traditional Video-Game Buyers Gain in Importance; Young Males More Likely to Be Big Spenders on Video Games; Video-Game Buyers Show Different Demographic Characteristics
Emerging Market Segments: Women Become Increasingly Influential Force among Moderate and Occasional Videogamers; Younger Women More Likely to Play Video Games; Older Women Players Outnumber Male Gamers; Women Dominate Ranks of Older Online Gamers; Women Dominate Cellphone Game Players; More than 50 Million Videogamers Have Kids in Household; Gameboy Most Popular Brand among Family Gamers; Family Videogamers Spend Big on Video Games; Grandparents Major Segment of Family Video-Game Segment; Parents and Grandparents Turn to Casual Games with Kids; Videogamers in 55+ Age Group Total 25 Million; Mature Videogamers Favor Cards & Casino Games; Playstation and Nintendo Popular among Mature Gamers; Video Games Help Pass the Time for Retirees; Millions of 55+ Adults Buy Video Games
Shopping Patterns: Video-Game Players Like to Shop; Videogamers Go to Malls More Often; Convenience Stores Popular among Videogamers; Incentive Offers Capture Attention of Videogamers; Videogamers Far More Likely to Make Online Purchase
Consumer Profiles: Videogamers Keep up with Fashion; Gamers Love to Shop for Clothes; Videogamers Love to Drive Fast; Gamers Use Cars to Express Their Personality; Healthy Eating Gets Low Priority; Gamers Don’t Count Calories; Frozen Dinners Part of Gamer Lifestyle; New Food Products Interest Videogamers; Videogamers Driven by Careers; Videogamers More Likely to Spend than Save; Debit Cards More Popular; Videogamers Average Users of Credit Cards; More Gamers Have Bank Accounts; New-Car Loans More Common; Many Gamers Have Investments; Videogamers Good Customers for Insurance Industry
The Role of Consumer Electronics and Computers in the Videogamer Lifestyle: Gamers Are Tech-Savvy; Videogamers Like to Buy Consumer Electronics; Avid Gamers Are Early Adopters; More Gamers Shop at Home Electronics Stores; More Videogamers Have Cellphones; Computers Play Central Role in Gamers’ Households; Home Computer Networks More Common
Videogamers Major Market for Home Computer Industry: Many Videogamers Plan to Buy New Computer in Near Future; Videogamers and the Internet; Internet Central Part of Videogamers’ Lifestyle; Traditional Media Lose Ground among Some Videogamers; Gamers Look for New and Interesting Websites; Gamers Depend on the Internet; Heavy Internet Use Common
Media Usage and Receptivity to Advertising: Game Players Depend Less on Newspapers; Videogamers Read Same Magazines as Other Adult Consumers; Gamers Listen to the Radio; Television Still Important to Most Video-Game Players; Multiple TV Sets Found in Videogamer Households; Gamers More Likely to Subscribe to Premium Cable Channels; Male Avid Players Watch Channels Geared toward Younger Demographic; Moderate Players More Likely to Pay Attention to Product Placement in Video Games; Videogamers More Attuned to Product Placement Efforts in TV Shows
Leisure and Entertainment Choices: Videogamers Work Out; Gamers More Active than Other Adults; Videogamers Still Read Books; Video-Game Players More Likely to Go to the Movies
Section I Market Overview
Chapter 2 Trends and Opportunities
Strategic Trends: American Consumers Escape into Video Games as Hard Times Get Harder; Adults Take to Video Games in Increasing Numbers; Video Games Appeal to All Age Groups; Casual Games Drive Change in Videogamer Demographics; Games Valued as Social Experience; Nintendo in Forefront of Gaming Revolution; Video-Game Industry Responds to Growing Popularity of Casual Games; Nerds Push Back; Video Games Now Offer More than Just Fun; Customization is the Name of the Game
Advertising and Marketing Trends: Gamers Highly Receptive to In-Game Ads; Video-Game Ads Expected to Grow Dramatically; Growth of Casual Gamers Creates More Opportunities for In-Game Advertisers; Sony Opens PS3 to In-Game Advertising; In-Game Microtransactions Create New Possibilities for Marketers; IKEA Partners with Electronic Arts in Microtransactions Deal; Female-Friendly Marketing Approach Praised; Original Games Seen as Untapped Opportunity for Marketers; Toyota Enters World of Videogaming; Honda Targets “Cool Moms” with Web Game; 7-Eleven Partners with Game Developer in Slurpee Promotion
Market Opportunities: Gamers Offer Opportunities for Retailers; Table 2-1: Selected Opportunities Related to Shopping Habits of Videogamers; Videogamers Especially Attractive to Consumer Electronics Marketers; Table 2-2: Selected Opportunities Related to Use of Consumer Electronics by Videogamers Videogamers Major Consumers of Traditional Media and Entertainment Outlets; Table 2-3: Selected Opportunities Related to Media and Entertainment Habits of Videogamers; Gamers Prime Targets for Financial Services Providers; Table 2-4: Selected Opportunities Related to Personal Finances of Videogamers
Chapter 3 Overview of the Market
Size of the Videogamer Market: Gamer Population Totals 114 Million; Table 3-1: Number of Video-Game Players by Category and Gender of Player; Videogamers Generate Annual Income of $4 Trillion; Table 3-2: Aggregate Income of Video-Game Players by Gender and Age; Aggregate Income of Avid Players Totals $766 Billion; Table 3-3: Aggregate Income of Avid Video-Game Players by Gender and Age; Moderate and Occasional Players Wield Greatest Share of Gamers’ Income; Table 3-4: Aggregate Income of Moderate Video-Game Players by Gender and Age; Table 3-5: Aggregate Income of Occasional Video-Game Players by Gender and Age; Online Gamers Wield Income of $875 Billion; Table 3-6: Aggregate Income of Online Game-Players by Gender and Age; Aggregate Income of Cellphone Gamers Exceeds $450 Billion; Table 3-7: Aggregate Income of Cellphone Game-Players by Gender and Age; Offline Computer Gamers Have Income of $634 Billion; Table 3-8: Aggregate Income of Offline Computer Game-Players by Gender and Age
Aggregate Purchases of Video Games: Video-Game Purchases Approach $7 Billion; Table 3-9: Aggregate Purchases of Video Games in Last 12 Months; Non-Gamers Also Important to Video-Game Industry; Table 3-10: Aggregate Purchases of Video Games in Last 12 Months by Non-Players; Videogamers Spend $5.9 Billion on Games; Table 3-11: Aggregate Purchases of Video Games in Last 12 Months by Video-Game Players; Avid Players Spend the Most on Video Games; Table 3-12: Aggregate Purchases of Video Games in Last 12 Months by Avid Video-Game Players; Table 3-13: Aggregate Purchases of Video Games in Last 12 Months by Moderate Video-Game Players; Table 3-14: Aggregate Purchases of Video Games in Last 12 Months by Occasional Video-Game Players; Video-Game Purchases Will Reach $10 Billion in 2013; Table 3-15: Projected Aggregate Purchases of Video Games, 2008-2013
Projected Growth of the Videogamer Market: Population Trends Will Shape Videogamer Market; Table 3-16: Videogamers as Percent of Population by Gender and Age Group; Table 3-17: Projected Changes in Population by Gender and Age Group, 2008-2013; Growth Factors Analyzed; Older Age Groups Expected to Spark Growth in Videogamer Market; Table 3-18: Video-Game Players by Gender and Age, 2008 vs. 2013; Table 3-19: Aggregate Income of Video-Game Players by Gender and Age, 2013
Section II Key Market Segments
Chapter 4 Profile of Adult Video-Game Players
Demographic Profile of Video-Game Players: Video Games Appeal to All Ages; Figure 4-1: Video-Game Players by Age Group; Table 4-1: Age and Gender of Video-Game Players by Category of Player; Half of Videogamers Are Women; Table 4-2: Women as Number and Percent of Video-Game Players by Age Group; Videogamers Have Different Demographic Profile; Figure 4-2: Selected Demographic Characteristics, Video-Game Players vs. Others; Table 4-3: Demographic Profile of Video-Game Players by Type of Player
Types of Games Played: Gender Drives Choice of Games; Table 4-4: Type of Video Game Rank-Ordered by Popularity among Men and Women; Many Women Gravitate to Male-Dominated Games; Table 4-5: Type of Video Game Played in Last 6 Months by Gender/Age Segment; Avid Players Turn to Many Types of Games; Table 4-6: Type of Video Games Played by Category of Game Player; Gaming Habits of Moderate and Occasional Players Differ from Those of Avid Players; Table 4-7: Type of Video Game Played in Last 6 Months by Category of Player; Table 4-8: Percent Playing Each Type of Video Game in Last 6 Months by Category of Player; Gameboy and Nintendo Draw More Female Gamers; Table 4-9: Brand of Video Game Played in Last 6 Months by Gender/Age Segment; Online Games Interest Older Women; Table 4-10: Online Video-Game Players vs. Others by Age and Gender; Table 4-11: Demographic Profile, Online Video-Game Players vs. Others; Women Predominate among Cellphone Game Players; Table 4-12: Cellphone-Game Players by Age and Gender; Cellphone Game Players More Urban and Multicultural; Table 4-13: Demographic Profile, Cellphone-Game Players vs. Others; Young Men Predominate among Offline Computer Gamers; Table 4-14: Offline Computer Game Players by Age and Gender; Table 4-15: Demographic Profile, Offline Computer Game Players vs. Others; Profiles of Online, Cellphone and Offline Computer Gamers Vary Dramatically; Table 4-16: Game Players by Gender and Age Group and Game Platform; Table 4-17: Demographic Profile of Video-Game Players by Game Platform . 91
Chapter 5 Profile of Adult Video-Game Buyers
Overview: 50 Million Adults Buy Video Games; Many Buyers of Video Games Don’t Play Them; Table 5-1: Number Buying Video Games in Last 12 Months, Video-Game Players vs. Others; Avid Players Most Likely to Buy Games; Table 5-2: Number Buying Video Games in Last 12 Months, Video-Game Players vs. Others; Table 5-3: Percent of Each Category of Player Buying Video Games in Last 12 Months by Number of Games Purchased; Big Spenders Are Mostly Players, Moderate Spenders Include More Non-Players; Table 5-4: Amount Spent on Video Games in Last 12 Months, Video-Game Players vs. Others; Table 5-5: Percent of Each Category of Player Buying Video Games in Last 12 Months by Amount Spent on Video Games; Many Players Rent or Borrow Rather than Buy Games; Table 5-6: Percent of Each Category of Player Who Say They Usually Rent or Borrow Video Games from Friends; Table 5-7: Percent of Each Category of Player Renting Video Games in Last 12 Months by Number of Games Rented
Key Video-Game Buyer Segments: Women in the 35- to 44-Year-Old Age Group Account for Largest Segment of All Video-Game Buyers; Figure 5-1: Adult Consumers Buying Video Games in Last 12 Months by Gender; Table 5-8: Number Buying Video Games in Last 12 Months Rank Ordered by Gender/Age Segment; Non-Traditional Video-Game Buyers Gain in Importance; Table 5-9: Number of Grandparents Buying Video Games in Last 12 Months by Amount Spent; Young Males More Likely to Be Big Spenders on Video Games; Table 5-10: Number Spending $200 or More in Last 12 Months by Gender/Age Segment; Table 5-11: Number Buying Six or More Video Games in Last 12 Months by Gender/Age Segment; Table 5-12: Number Buying Video Games in Last 12 Months Rank Ordered by Gender/Age/Player Segment; Table 5-13: Number Spending $150 or More on Video Games in Last 12 Months by Gender/Age/Player Segment; Video-Game Buyers Show Different Demographic Characteristics; Table 5-14: Demographic Profile of Video-Game Buyers
Chapter 6 Emerging Market Segments
Women Videogamers: Women Become Increasingly Influential Force among Moderate and Occasional Videogamers; Table 6-1: Number of Video-Game Players by Category and Gender of Player; Younger Women More Likely to Play Video Games; Table 6-2: Female Video-Game Players as Percentage of All Video-Game Players and All Women by Age Group; Older Women Players Outnumber Male Gamers; Table 6-3: Female Avid Video-Game Players as Percentage of All Avid Video-Game Players and All Women by Age Group; Table 6-4: Female Moderate Video-Game Players as Percentage of All Moderate Video-Game Players and All Women by Age Group; Table 6-5: Female Occasional Video-Game Players as Percentage of All Occasional Video-Game Players and All Women by Age Group; Women Dominate Ranks of Older Online Gamers; Table 6-6: Female Online Video-Game Players as Percentage of All Online Video-Game Players and All Women by Age Group; Women Dominate Cellphone Game Players; Table 6-7: Female Cellphone Video-Game Players as Percentage of All Cellphone-Game Players and All Women by Age Group; Nintendo DS Appeals to Fashion-Conscious Women; Exercise Games Target Working Moms
Family Gamers: More than 50 Million Videogamers Have Kids in Household; Table 6-8: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Age of Children and Type of Video Game Played; Family Gamers Go for Children’s Entertainment and Educational Games; Table 6-9: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Content of Video Game Played; Gameboy Most Popular Brand among Family Gamers; Table 6-10: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Brand of Video-Game Console; Family Videogamers Spend Big on Video Games; Table 6-11: Purchasers of Video Games in Last 12 Months by Adults with Children under 18 in Household as Percent of All Video-Game Purchasers; Table 6-12: Purchases of Video Games in Last 12 Months by Adults with Children under 18 in Household, Video-Game Players vs. Others; Grandparents Major Segment of Family Video-Game Segment; Table 6-13: Grandparents Playing Video Games as Percentage of All Video- Game Players by Type of Video Game Played; Playstation and Nintendo Top Choices of Grandparents; Table 6-14: Grandparents Playing Video Games by as Percentage of All Video-Game Players by Brand of Video-Game Console; Table 6-15: Grandparents Playing Video Games as Percentage of All Video-Game Players by Content of Video Game Played; Parents and Grandparents Turn to Casual Games with Kids; Game Makers Look to Families; Electronic Arts Joins Forces with Hasbro to Attract Families; Nintendo Targets Families Through Partnership with Nickelodeon
Mature Gamers: Videogamers in 55+ Age Group Total 25 Million; Table 6-16: Video-Game Players Ages 55+ as Percentage of All Video- Game Players and All Adults Ages 55+ by Type of Video Game Played; Mature Videogamers Favor Cards & Casino Games; Table 6-17: Video-Game Players Ages 55+ as Percentage of All Video- Game Players by Content of Video Game Played; Playstation and Nintendo Popular among Mature Gamers; Table 6-18: Video-Game Players Ages 55+ as Percentage of All Video- Game Players and All Adults Ages 55+ by Brand of Video-Game Console; Video Games Help Pass the Time for Retirees; Table 6-19: Retirees Playing Video Games as Percentage of All Video-Game Players by Type of Video Game Played; Millions of 55+ Adults Buy Video Games; Table 6-20: Retirees and Adults Ages 55+ as Percentage of All Video-Game Buyers; Nintendo Develops Market among Seniors
Section III Consumer Behavior of Videogamers
Chapter 7 Shopping Patterns of Videogamers
Shopping in Stores: Video-Game Players Like to Shop; Table 7-1: Attitudes toward Shopping, Video-Game Players vs. Others by Gender; Table 7-2: Attitudes toward Shopping by Gender and Category of Video- Game Player; Videogamers Go to Malls More Often; Table 7-3: Percent Visiting Malls in Last 4 Weeks by Gender, Video-Game Players vs. Others; Table 7-4: Percent Visiting Malls in Last 4 Weeks by Gender and Category of Video-Game Player; Shopping Habits Reflect Demographics and Values of Videogamers; Table 7-5: Percent Shopping in Last 3 Months by Category of Retailer by Gender, Video-Game Players vs. Others; Table 7-6: Percent Shopping in Last 3 Months by Type of Retail Outlet by Gender and Category of Video-Game Player; Convenience Stores Popular among Videogamers; Figure 7-1: Percent Shopping at Convenience Stores in Last 4 Weeks by Gender, Video-Game Players vs. Others; Incentive Offers Capture Attention of Videogamers; Table 7-7: Percent of Households Responding to Incentive Offers by Gender, Video-Game Players vs. Others; Gamers Have Average Degree of Concern for Environment; Table 7-8: Attitudes toward Shopping for and Buying Environmentally Friendly Products, Video-Game Players vs. Others
Shopping Online: Videogamers Focus on Online Shopping; Table 7-9: Attitudes toward Online Shopping and Buying, Video-Game Players vs. Others by Gender; Table 7-10: Attitudes toward Online Shopping and Buying by Gender and Category of Video-Game Player; Videogamers Far More Likely to Make Online Purchase; Figure 7-2: Percent Placing Internet Order in Last 12 Months by Gender, Video-Game Players vs. Others; Figure 7-3: Percent Placing Internet Orders in Last 12 Months by Gender and Category of Video-Game Player; Male Videogamers More Likely to Buy Computer Products Online; Table 7-11: Items Purchased on Internet in Last 12 Months by Gender, Video-Game Players vs. Others; Table 7-12: Items Purchased on Internet in Last 12 Months by Gender and Category of Video-Game Player; Videogamers Are Big Online Spenders; Table 7-13: Amount Spent on Internet in Last 12 Months by Gender, Video- Game Players vs. Others; Table 7-14: Amount Spent on Internet Orders in Last 12 Months by Gender and Category of Video-Game Player
Chapter 8 Consumer Profiles of Videogamers
Fashion: Videogamers Keep up with Fashion; Table 8-1: Attitudes toward Fashion, Video-Game Players vs. Others by Gender; Table 8-2: Attitudes toward Fashion by Gender and Category of Video- Game Player; Videogamers Love to Shop for Clothes; Figure 8-1: Percent Who “Really Enjoy Clothes Shopping,” Video-Game Players vs. Others by Gender; Table 8-3: Attitudes toward Shopping for Clothes, Video-Game Players vs. Others by Gender; Male Avid Gamers Especially Interested in Clothes; Table 8-4: Attitudes toward Shopping for Clothes by Gender and Category of Video-Game Player; Videogamers More Brand-Loyal; Table 8-5: Attitudes toward Clothing Brands, Video-Game Players vs. Others by Gender
Automotive: Videogamers Love to Drive Fast; Figure 8-2: Percent Who Like to Drive Faster than Normal, Video-Game Players vs. Others by Gender; Table 8-6: Attitudes toward Driving, Video-Game Players vs. Others by Gender; Table 8-7: Attitudes toward Driving by Gender and Category of Video-Game Player; Gamers Use Cars to Express Their Personality; Table 8-8: Attitudes toward Cars and Personality, Video-Game Players vs. Others by Gender; Table 8-9: Attitudes toward Cars and Personality by Gender and Category of Video-Game Player; Video-Game Players Interested in Automotive Technology; Table 8-10: Reasons for Buying Cars, Video-Game Players vs. Others by Gender
Food: Healthy Eating Gets Low Priority; Figure 8-3: Percent Who Think Their Diet Is Very Healthy, Video-Game Players vs. Others by Gender; Table 8-11: Attitudes toward Healthy Eating, Video-Game Players vs. Others by Gender; Avid Gamers Least Concerned about Healthy Eating; Table 8-12: Attitudes toward Healthy Eating by Gender and Category of Video-Game Player; Gamers Don’t Count Calories; Table 8-13: Attitudes toward Counting Calories, Video-Game Players vs. Others by Gender; Table 8-14: Attitudes toward Counting Calories by Category of Video-Game Player; Frozen Dinners Part of Gamer Lifestyle; Table 8-15: Attitudes toward Eating Prepared Meals, Video-Game Players vs. Others by Gender; Table 8-16: Attitudes toward Eating Prepared Meals by Gender and Category of Video-Game Player; New Food Products Interest Videogamers; Table 8-17: Attitudes toward Trying New Foods, Video-Game Players vs. Others by Gender; Table 8-18: Attitudes toward Trying New Foods by Gender and Category of Video-Game Player
Financial Services: Videogamers Driven by Careers; Table 8-19: Attitudes toward Work and Money, Video-Game Players vs. Others by Gender; Table 8-20: Attitudes toward Work and Money by Gender and Category of Video-Game Player; Videogamers More Likely to Spend than Save; Table 8-21: Attitudes toward Personal Financial Management Issues, Video- Game Players vs. Others by Gender; Avid Players Least Likely to Feel Financially Secure; Table 8-22: Attitudes toward Personal Financial Management Issues by Gender and Category of Video-Game Player; Debit Cards More Popular; Table 8-23: Use of ATM/Debit Cards, Video-Game Players vs. Others by Gender; Table 8-24: Use of ATM/Debit Cards by Gender and Category of Video- Game Player; Videogamers Average Users of Credit Cards; Table 8-25: Use of Credit Cards, Video-Game Players vs. Others by Gender; Table 8-26: Use of Credit Cards by Gender and Category of Video-Game Player; More Gamers Have Bank Accounts; Table 8-27: Type of Bank Accounts, Video-Game Players vs. Others by Gender; Table 8-28: Type of Bank Accounts by Gender and Category of Video- Game Player; New-Car Loans More Common; Table 8-29: Type of Loan, Video-Game Players vs. Others by Gender; Table 8-30: Type of Loan by Gender and Category of Video-Game Player; Many Gamers Have Investments; Table 8-31: Type of Investments Owned, Video-Game Players vs. Others by Gender; Table 8-32: Type of Investments Owned by Gender and Category of Video- Game Player; Videogamers Good Customers for Insurance Industry; Table 8-33: Ownership of Insurance Policies, Video-Game Players vs. Others by Gender; Table 8-34: Ownership of Insurance Policies by Gender and Category of Video-Game Player
Section IV Technology and the Internet
Chapter 9 The Role of Consumer Electronics and Computers in the Videogamer Lifestyle
Videogamers and Consumer Electronics: Gamers Are Tech-Savvy; Table 9-1: Attitudes toward Technology, Video-Game Players vs. Others by Gender; Table 9-2: Attitudes toward Technology by Gender and Category of Video- Game Player; Videogamers Like to Buy Consumer Electronics; Table 9-3: Attitudes toward Buying Consumer Electronics, Video-Game Players vs. Others by Gender; Avid Gamers Are Early Adopters; Table 9-4: Attitudes toward Buying Consumer Electronics Products by Gender and Category of Video-Game Player; More Gamers Shop at Home Electronics Stores; Table 9-5: Percent Shopping at Home Electronics Stores in Last 3 Months by Gender, Video-Game Players vs. Others; More Videogamers Have Cellphones; Table 9-6: Ownership and Use of Cellphones by Gender, Video-Game Players vs. Others; Table 9-7: Ownership and Use of Cellphones by Gender and Category of Video-Game Player
Videogamers and Computers: Computers Play Central Role in Gamers’ Households; Table 9-8: Ownership of Home Computers by Gender, Video-Game Players vs. Others; Table 9-9: Ownership of Home Computers by Gender and Category of Video-Game Player; Home Computer Networks More Common; Table 9-10: Ownership of Home Computer Network by Gender, Video-Game Players vs. Others; Table 9-11: Ownership of Home Computer Network by Gender and Category of Video-Game Player; Videogamers Major Market for Home Computer Industry; Table 9-12: Most Recent Purchase of Home Computers by Gender, Video- Game Players vs. Others; Table 9-13: Most Recent Purchase of Home Computers by Gender and Category of Video-Game Player; Table 9-14: Amount Spent on Computer Software in Last 12 Months by Gender, Video-Game Players vs. Others; Many Videogamers Plan to Buy New Computer in Near Future; Figure 9-1: Percent Planning to Purchase Home Computer in Next 18 Months by Gender, Video-Game Players vs. Others; Gamers Spend Many Hours in Front of Computer Screens; Table 9-15: Number of Hours Per Week Using Home Computer by Gender, Video-Game Players vs. Others; Table 9-16: Number of Hours Per Week Using Home Computer by Gender and Category of Video- Game Player
Chapter 10 Videogamers and the Internet
Impact of the Internet on the Lifestyle of Videogamers: Internet Central Part of Videogamers’ Lifestyle; Table 10-1: Impact of the Internet on Lifestyle, Video-Game Players vs. Others by Gender; Table 10-2: Impact of the Internet on Lifestyle by Gender and Category of Video-Game Player; Traditional Media Lose Ground among Some Videogamers; Table 10-3 Impact of the Internet on Media Usage, Video-Game Players vs. Others by Gender; Table 10-4 Impact of the Internet on Media Usage by Gender and Category of Video-Game Player
Online Habits: Gamers Look for New and Interesting Websites; Table 10-5: Profile of Online Behavior, Video-Game Players vs. Others by Gender; Table 10-6: Profile of Online Behavior by Gender and Category of Video- Game Player; Gamers Depend on the Internet; Figure 10-1: Percent Using the Internet at Home in Last 7 Days (except email) by Gender, Video-Game Players vs. Others; Table 10-7: Method of Access to Internet at Home by Gender, Video-Game Players vs. Others; Heavy Internet Use Common; Table 10-8: Number of Times Online at Home in Last 7 Days (except email) by Gender, Video-Game Players vs. Others; Avid Gamers Even More Connected; Figure 10-2: Percent Using the Internet at Home in Last 7 Days (except email) by Gender and Category of Video-Game Player; Table 10-9: Number of Times Online at Home in Last 7 Days (except email) by Gender and Category of Video-Game Player; Top Websites the Same; Table 10-10: Websites Visited in Last 30 Days by Men, Video-Game Players vs. Others; Table 10-11: Websites Visited in Last 30 Days by Women, Video-Game Players vs. Others; Many Online Activities the Same for Gamers as Non-Gamers; Table 10-12: Online Activities in Last 30 Days, Video-Game Players vs. Others; Avid and Moderate Players Focus on Different Online Activities; Table 10-13: Online Activities of Men in Last 30 Days by Category of Video- Game Player; Table 10-14: Online Activities of Women in Last 30 Days by Category of Video-Game Player
Section V Media and Entertainment Choices
Chapter 11 Media Usage and Receptivity to Advertising
Print Media: Game Players Depend Less on Newspapers; Table 11-1: Attitudes toward Newspapers, Video-Game Players vs. Others by Gender; Table 11-2: Attitudes toward Newspapers by Gender and Category of Video- Game Player; Magazines Seen as Entertainment Source; Table 11-3: Attitudes toward Magazines, Video-Game Players vs. Others by Gender; Table 11-4: Attitudes toward Magazines by Gender and Category of Video- Game Player; Videogamers Read Same Magazines as Other Adult Consumers; Table 11-5: Favorite Magazines of Men, Video-Game Players vs. Others; Table 11-6: Favorite Magazines of Women, Video-Game Players vs. Others
Radio and Television: Gamers Listen to the Radio; Table 11-7: Attitudes toward Radio, Video-Game Players vs. Others by Gender; Table 11-8: Attitudes toward Radio by Gender and Category of Video-Game Player; Television Still Important to Most Video-Game Players; Table 11-9: Attitudes toward Video Games and Television by Gender and Category of Video-Game Player; Table 11-10: Attitudes toward Television, Video-Game Players vs. Others by Gender; Table 11-11: Attitudes toward Television by Gender and Category of Video- Game Player; Multiple TV Sets Found in Videogamer Households; Table 11-12: Ownership of Television Sets by Gender, Video-Game Players vs. Others; Gamers More Likely to Subscribe to Premium Cable Channels; Table 11-13: Subscription to Premium Cable Channels by Gender, Video- Game Players vs. Others; TV Choices Similar for Male Gamers but Differ for Women; Table 11-14: Cable TV Channels Watched by Men in Last 7 Days, Video- Game Players vs. Others; Table 11-15: Cable TV Channels Watched by Women in Last 7 Days, Video- Game Players vs. Others; Male Avid Players Watch Channels Geared toward Younger Demographic; Table 11-16: Cable TV Channels Watched by Men in Last 7 Days by Category of Video-Game Player; Table 11-17: Cable TV Channels Watched by Women in Last 7 Days by Category of Video-Game Player
Receptivity to Advertising: Avid Game Players Especially Receptive to Ads; Table 11-18: Attitudes toward Advertising, Video-Game Players vs. Others by Gender; Table 11-19: Attitudes toward Advertising by Gender and Category of Video- Game Player; Moderate Players More Likely to Pay Attention to Product Placement in Video Games; Table 11-20: Attitudes of Video-Games Players toward Product Placement in Video Games by Category of Player; Videogamers More Attuned to Product Placement Efforts in TV Shows; Table 11-21: Attitudes toward Product Placement, Video-Game Players vs. Others by Gender
Chapter 12 Leisure and Entertainment Choices of Video-Game Players
Overview of Leisure Activities: Videogamers Work Out; Table 12-1: Exercise Participation by Gender, Video-Game Players vs. Others; Fitness Walking Popular; Table 12-2: Favorite Sports of Men, Video-Game Players vs. Others; Table 12-3: Favorite Sports of Women, Video-Game Players vs. Others; Videogamers More Active than Other Adults; Table 12-4: Participation in Leisure Activity/Hobby by Men in Last 12 Months, Video-Game Players vs. Others; Table 12-5: Participation in Leisure Activity/Hobby by Women in Last 12; Months, Video-Game Players vs. Others; Listening to Music Important to Videogamers; Table 12-6: Purchase of Music in Last 12 Months by Gender, Video-Game Players vs. Others; Table 12-7: Purchase of Music in Last 12 Months by Gender and Category of Video-Game Player; Videogamers Still Read Books; Figure 12-1: Percent Buying Books in Last 12 Months, Video-Game Players vs. Others
Going Out: Gamers Go Out More; Table 12-8: Attendance at Live Entertainment Events in Last 12 Months by Gender, Video-Game Players vs. Others; Table 12-9: Attendance at Live Entertainment Events in Last 12 Months by Gender and Category of Video-Game Player; Fast Food Attracts Videogamers; Figure 12-2: Percent Using Family Restaurants by Gender, Video-Game Players vs. Others; Figure 12-3: Percent Using Fast-Food Restaurants by Gender, Video-Game Players vs. Others; Table 12-10: Use of Fast-Food and Family Restaurants by Gender and Category of Video-Game Player; Video-Game Players More Likely to Go to the Movies; Figure 12-4: Percent Attending Movie in Last 6 Months by Gender, Video- Game Players vs. Others; Table 12-11: Movie Attendance by Gender, Video-Game Players vs. Others; Table 12-12: Movie Attendance by Gender and Category of Video-Game Player
Appendix Addresses of Selected Videogamer Market Resources

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