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Study: Gamers Social, Influential, Moneyed

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Oct 16, 2008 

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Kathleen  |

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Study: Gamers Social, Influential, Moneyed

ADOTAS – Gamers aren’t lazy loners after all, contradicting long-held stereotype, new research reveals. In fact, they’re more likely than non-gamers to influence their friends on pop culture and technology buys, IGN Entertainment and Ipsos Media CT found in their study, called “Are You Game?”The study found that 37% of gamers said friends and family relied upon them to stay up-to-date about movies, TV shows and the latest entertainment news, compared to only 22% for non-gamers. The data also points to gamers as early adopters of technology and gadgets, with 39% indicating that friends and family rely upon them to stay up-to-date about the latest technology.

About 55% of gamers polled were married, 48% have kids, and new gamers – those who have started playing videogames in the past two years – are 32 years old on average.

“Based on the research, it’s obvious that the gaming market has outgrown many commonly held stereotypes about the relative homogeneity of video gamers,” said Adam Wright, Director of Research for Ipsos MediaCT. “Today’s gamers represent a wide variety of demographic groups: men and women, kids, parents and grandparents, younger and older consumers. All this underscores the fact that gaming has become a mainstream medium in this country that appeals to people from all walks of life.”

The study found that gamers have evolved as consumers as well. In terms of hard dollars, the average gaming household income ($79,000) is notably higher than that of non-gaming households ($54,000), but the value of the gamer as a marketing target can be seen in a variety of ways.

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