Commentary

Average Video Gamer is 41 and Half Are Female

Average Video Gamer is 41 and Half Are Female

According to comScore Media Metrix, the second quarter results of Game Metrix, a quarterly syndicated study found that video games have much broader appeal than teenage boys. On average, gamers are 41 years of age with an average annual income of $55,000. Further, females account for 52 percent of the gaming audience. The average gamer has been online for nine years and 84 percent have broadband access at home.

When asked about their primary reason for purchasing their last game, more then one-quarter of those using each type of device stated that they purchased their last game because they had played it before and enjoyed the experience. The next most popular responses included "I heard good things about it" and "A friend recommended it," indicating the importance of word-of-mouth recommendations in influencing purchase behavior.

Erin Hunter, executive vice president of comScore's Media and Entertainment Group, says that "...These findings underscore the importance of marketing to, and listening to, experienced gamers. Familiarity with a particular game can influence both the gamers' direct purchase behavior, as well others' purchase behavior through positive word-of-mouth."

Top Motivations for Gamers to Buy Games

Gaming Device

Reasons for Purchasing Last Game

Console

PC (CD/DVD)

Mobile

I played it before and liked it

24%

27%

29%

It's a sequel to a game that I like

16%

13%

8%

I heard good things about it

11%

8%

15%

A friend recommended it

9%

12%

8%

Price

8%

8%

9%

Got good reviews from critics/reviewers

7%

3%

6%

I saw/ heard an advertisement for the game

6%

4%

8%

I wanted to demo the game

5%

4%

6%

Someone gave it to me, but I did not ask for it

3%

8%

5%

Source: Game Metrix

Heavy gamers were more likely to accept and embrace in-game advertising than light/medium gamers. 37 percent agreed that featuring actual products or companies in games make the games feel more realistic, while 27 percent of light/ medium gamers agreed. Half of heavy gamers believe that advergaming "is inevitable and will be in all or most games in the future," compared to 42 percent of light/medium gamers.

(Heavy gamers played games at least 16 hours per week or played games on two or more devices for at least 11 hours per week. Light/ medium gamers played video games for less than 11 hours per week. One quarter of respondents qualified as heavy gamers, while the remaining 75 percent fell into the light/medium gamer segment.)

Ms. Hunter concludes that "From the advertiser's standpoint, gaming is a potentially powerful medium for reaching consumers who may not be reachable via more traditional means..."

For this release and more information about comScore Game Metrix, please visit here.

Next story loading loading..