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SixthSense™

Gaming
£1750

Content
  • Introduction & ScopeToggle
    • Background
    • Definitions and methodology
    • Abbreviations and acronyms
  • Report SummaryToggle
    • Introduction
    • Drivers and restraints
    • The market for gaming hardware
    • The consumer
    • The future
  • General Drivers of ChangeToggle
    • Slowdown impacts severely on UK consumer expenditure
    • Household finance show signs of improvement
    • More households, more market opportunities
    • An ageing population presents opportunities and challenges
  • Competing NeedsToggle
    • Household goods suffering from other spending priorities...
    • ... although falling prices should be noted
    • Inflation pushes up other areas of consumer expenditure
    • Consumers increasingly want to spend money on themselves
  • Gaming ConsolesToggle
    • What consumers think
    • Market assessment
    • Future direction
    • Performance of the UK economy
    • Slump in consumer expenditure
    • Confidence of consumers towards purchasing
    • Changes in the structure of households
    • Changes to population and society
    • Launch of new consoles
    • Falling average prices since 2007
    • Console versatility
    • Online gaming
    • The impact of Wii
    • Hardware sales follow pattern of adoption, then decay
    • Market peaked in 2008, collapsed in 2009
    • Launch of new handheld units in 2011 to stimulate demand
    • Static consoles re-exert their influence
    • Handheld suffers from absence of NPD...
    • ...although 2011 set to see improvements
    • Nintendo dominates static and handheld sectors
    • Nintendo’s Wii leads static console market...
    • ... while its DS and DSi lead portable console sales
    • Nintendo’s consoles have feminine appeal...
    • ... while also appeal to different socio-economic groups
    • Range of software available ranks most important
    • Versatility of consoles appeals to a third
    • Accessories not viewed as a priority
    • Young men want versatility
    • Market share
    • Where purchased
    • Major retailers hold only a small share of hardware sales
  • PCsToggle
    • Market assessment
    • Future directions
    • Performance of the UK economy
    • Slump in consumer expenditure
    • Confidence of consumers towards purchasing
    • Changes in the structure of households
    • Changes to population and society
    • PC increasingly viewed as a necessity
    • Price deflation makes owning a PC more affordable
    • Competition from other platforms
    • ... as illustrated by the low profile for offline gaming
    • Online PC gaming on the rise
    • PC sales remain bullish in face of the recent recession
    • Signs of improvement expected during 2010
  • Portable DevicesToggle
    • Market assessment
    • Future direction
    • Performance of the UK economy
    • Slump in consumer expenditure
    • Confidence of consumers towards purchasing
    • Changes in the structure of households
    • Changes to population and society
    • Mobile gaming versus social networking
    • Gaming not viewed as important when purchasing a smartphone
    • Smartphones are more than just gaming devices
    • Young adults show most interest in gaming capabilities
    • Mobile social network gaming has a strong niche following
    • Men show strong interest in social network gaming
    • Growing advertiser interest
    • Dedicated mobile devices for gamers are about to hit the market
    • Mobile revenues show solid expansion...
    • ... albeit being hit by the effects of the recent recession
  • Gaming OwnershipToggle
    • Consoles are used by around a quarter of adults to play games
    • Ownership of household entertainment products varies considerably
    • Males and less well-off more likely to own games consoles
    • Young adults record strongest preference for gaming hardware
    • Consoles by far the most popular way of playing games...
    • Consoles dominate current game-play activity
    • A modern day battle of the sexes
    • Youth segment of the market proving especially popular
    • London shows distinct differences to elsewhere in the UK
    • ... with suggestion that they are the natural successor to the PC
    • PC has a strong role for those starting out playing games
    • Several are evident when it comes to first choice of games hardware
    • Generational differences evident for those aged 40 or over
  • Game PlayToggle
    • Daily time spent playing games varies considerably...
    • No clear pattern to game play exists
    • C2DEs and men invest considerable time in gaming
    • Young adults aged 16-24 also appear addicted to daily game play
    • ... as does the time spent playing an individual game
    • High intensity gamers account for nearly four out of ten adults
    • Nearly one in five spend less than ten minutes a day on a particular game
    • Young adults are likely to spend most time on a particular game
    • Back from work – let’s play!
    • Evening is most popular time for playing games
    • Older adults more likely to play in morning and afternoon
    • Men get their fix over lunch
    • Most games are played at home
    • Work appeal
    • Young adults game differently
    • Gamers are most likely to be playing on their own...
    • ... yet a minority view social gaming as important
    • Around 40% of women prefer solitary game play...
    • ... as do those in higher socio-economic and older age groups
    • Virtual gaming has yet to topple physical gaming with friends
    • Consoles do most to bring gamers together
    • Women are most likely to game online
    • Men and C2DEs are attracted to multiplayer online games
    • Consoles prove a winner in larger households
  • Attitudes Towards GamingToggle
    • Gamers are in it for the long term
    • Half of those have been playing games all their life
    • Women are the new gamers
    • Older adults are also entering the market
    • Most gamers don’t consider the pastime serious
    • Two-thirds have low key stance towards gaming
    • Young men see games as having a major place in their life.
    • Older males and younger females hold negative views towards gaming
    • Views towards playing games are largely positive
    • Harmless fun is the overriding view of many adults towards gaming
    • Men less critical about gaming
    • Young adults see gaming as offering escapism
    • Majority of players don’t view themselves as gamers
    • Gaming has an informal role for many
    • Young adults are most likely to be committed gamers
    • Gamers have contrasting views on what they want
    • Social standing influences style of games played
    • Women like the mental challenge of games...
    • Games can be enjoyed by anyone
    • Men view gaming as their domain
    • Age promotes tolerance
  • The Consumer – PurchasingToggle
    • Expenditure on games varies considerably
    • C2DEs likely to spend more
    • Men are more likely to be heavy purchasers
    • ... and especially young men
    • Between £10 and £30 is the typical price for a console game
    • Views differ by gender on what they should pay...
    • ... with ABC1s more savvy
    • Mobile gamers expect to pay little or nothing
    • Free games are viewed as important by many groups
    • Most purchasers buy games for themselves
    • Men are more likely to purchase and receive games
  • The Consumer – PromotionToggle
    • Online is most popular way of finding out about new games
    • Young men turn to their friends to find out about games
    • Men show greater interest in different promotional channels
    • Power of games advertising appears less than successful
    • Women are hard to please
  • DownloadsToggle
    • Report PDF
    • Datasheet
    • Questionnaire
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