Commentary
Highest Penetration of Video Gamers in Salt Lake; Wal-Mart Top Seller Nationally
- by Jack Loechner , Staff Writer @mp_research, March 23, 2007
Scarborough Research recently released an analysis which finds that Salt Lake City, UT, is the number one local U.S. market for households that own a video game system, with a penetration of thirty-two percent of households. Lexington, KY, Flint, MI, and Toledo, OH, follow close behind Salt Lake City with 30 percent of households in these cities owning a video game system. Nationally, 24 percent of households own a video game system.
The number one audio/video store, nationally, for video gaming households is Wal-Mart. Thirty-three percent of all households nationally that own a video game system have made a purchase there in the past year, followed by:
- Best Buy (30 percent)
- Target (16 percent)
- Circuit City (15 percent)
- Radio Shack (7 percent)
In Salt Lake City, Wal-Mart is the number one audio/video store among video gaming households, with forty-three percent of these households making an audio/video item purchase there in the past year. The next most popular stores in Salt Lake City are:
- Best Buy (23 percent)
- Target (12 percent)
- Circuit City (11 percent)
- Costco (10 percent)
The top audio/video stores among Salt Lake City Video Gaming Households, are similar to those nationally. However, Video Gaming Households in Salt Lake City are 82 percent more likely than all households nationally to have made an audio/video item purchase at Target in the past year. They are 49 percent more likely than all households nationally to have made an audio/video item purchase at Best Buy, says the study.
Percent of Households Owning Video Game System (Local Market Analysis) | ||
DMA Percent (%) | Lexington 30% | Flint/Saginaw/Bay City 30% |
Toledo 30% | Wilkes-Barre/Scranton 29 | Norfolk/Portsmouth/Newport News 29 |
Indianapolis 28 | Green Bay/Appleton 28 | Atlanta 28 |
Sacramento/Stockton/Modesto 28 | Chicago 27 | Tulsa 27 |
Wichita/Hutchinson 27 | Baltimore 27 | Syracuse 26 |
Honolulu 26 | Denver 26 | Cincinnati 26 |
Rochester 26 | Portland 26 | Greensboro/High Point/Winston-Salem 26 |
Mobile/Pensacola 26 | Las Vegas 26 | Oklahoma City 25 |
Birmingham 25 | Providence/New Bedford 25 | Kansas City 25 |
Houston 25 | Des Moines/Ames 25 | Charleston/Huntington 25 |
Detroit 25 | Columbus 25 | Raleigh/Durham 25 |
Albany/Schenectady/Troy 25 | Austin 25 | Seattle/Tacoma 25 |
Nashville 25 | Louisville 24 | Washington, D.C. 24 |
Fresno/Visalia 24 | Pittsburgh 24 | Dayton 24 |
Cleveland/Akron 24 | Memphis 24 | Dallas/Fort Worth 24 |
Phoenix 24 | Roanoke/Lynchburg 24 | Grand Rapids/ Kalamazoo/ BattleCreek 24 |
San Diego 23 | Los Angeles 23 | Buffalo 23 |
San Antonio 23 | Milwaukee 23 | Jacksonville 23 |
El Paso 22 | New York 22 | Minneapolis/St. Paul 22 |
Knoxville 22 | Greenville/Spartanburg/Asheville/Anderson 22 | St. Louis 21 |
Harrisburg/Lancaster/Lebanon/York 21 | Boston 21 | Spokane 21 |
Orlando/Daytona Beach/Melbourne 21 | Albuquerque/Santa Fe 21 | Richmond/Petersburg 21 |
Hartford/New Haven 21 | San Francisco/Oakland/San Jose 21 | Charlotte 20 |
Tucson 20 | West Palm Beach/Fort Pierce 20 | Tampa/St.Petersburg 20 |
Miami/Ft.Lauderdale 19 | Fort Myers/Naples 15 | |
Source: Study Scarborough USA+, 2006 Release 2 | ||
To follow up for more information, please visit Scarborough here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.