Gamers Span Generations, Counts 99M Consumers

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Don't think "gamers" and their unique brand of behavior matters to you? While tweens still make up the majority of gamers, this growing group is getting older, and taking its attention-deficient, rapid-response ways with them.

What should you know about gamers? Physically more active than you might expect, a full 62% report exercising heavily; 41% go out to the movies; and 38% go to bars with friends, according to new research from IGN Entertainment conducted in partnership with Ipsos.

Among their less strenuous pastimes, 46% report watching live sports; 73% watch movies on cable or TV; 76% listen to the radio; 70% watch online videos; and a full 73% report checking out at least one social network.

It's also important to note that gamers now span generations, including a not-insignificant 15% of baby boomers; 30% of Gen X; 50% of Gen Y; and 80% of Gen Z, or consumers 14 years old and younger. "Generationally speaking, gaming is now as important -- if not more important -- than any other channel," said Scott Mucci, head of research for IGN Entertainment. Still, "Tweens mark the first generation of people exposed to games as the leading household form of entertainment."

Overall, the U.S. gaming population grew to 99.3 million consumers in 2010, while one in three people now play some sort of video games at least one hour per week. Regarding the massive numbers, IGN's report explains: "The Wii was the gateway drug."

According to IGN and Ipsos, a majority -- 51% -- of U.S. consumers now play video games at least 10 hours per week.

Across sex and age groups, gamers now fall into three distinct categories, which marketers will need to approach very differently, according to IGN.

"Alpha Influencers" make up a distinct minority -- just 11% -- of the gaming population, but are highly passionate about their interests, and are adept at sharing those interests with other consumers. "The rise of new social and technology platforms has fueled how this group receives influence and distributes influence," according to Mucci.

"Traditional Cores" and more stereotypical gamers remain passionate about gaming, but lack the social skills or desire to share their passion with anyone outside of established gaming circles. At 22%, this group maintains an insider authority among like-minded peers, and even some less zealous game players. As a result, this is a "very valuable and powerful group for advertisers to reach," Mucci explained.

Finally, there are "Social Mainstreams" that make up 25% of the gaming population and represent the greatest potential for growth, according to IGN. By today's standards -- most "mainstreams" would not even identify themselves as gamers, although their gaming activity tells another story.

Supporting the larger growth trend, 88% of people now own a video game console; 45% own a handheld device; and 40% of people play games on mobile phones.

Also of note, 70% of all gamers have downloaded apps or games to their phones in the last month, while 80% play mobile games alone, for an average of 36 minutes per day.

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