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Nielsen US Gaming A 360 View

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  • 1. US Gaming: A 360o ViewFebruary 7, 2012
  • 2. AgendaBackground & ScopeToday’s Gaming LandscapePurchase FunnelEntertainment Hubs & Next-GenKey Takeaways 2 3600 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 3. Background & Scope TV Online / PCGaming Home Entertainment Mobile • Time and money for kids, teens and adults Theatrical • Cross-console / handheld / mobile Music ownership and usage Print • Emerging and future tech adoption / interest Live Events Other Out of Home 3 3600 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 4. AgendaBackground & ScopeToday’s Gaming LandscapePurchase FunnelEntertainment Hubs & Next-GenKey Takeaways 4 360o 0 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 5. 7th Generation consoles are now in over half of homes; Android OS and iPad continue to grow at fast pace US Household Penetration of Gaming Devices (%) Q1 2012 PC 93 Other Mobile Phone 54 Nintendo Wii 38 Android OS Smartphone 28 Microsoft Xbox 360 26 iPod Touch 22 7th Generation iPhone 22 Console Owning Nintendo DS / DS Lite / DSi 21 Households Sony PlayStation 2 20 (Net)Sony PlayStation 3 / PS3 Slim 18 Other Tablet 16 iPad 15 Mac 13 PlayStation Portable 10 iPod Touch + Blackberry OS Smartphone 7 iPhone + iPad Windows OS Smartphone 6 Owning Other OS Smartphone 6 Households Nintendo 3DS 4 (Net) 5 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 6. Handheld / mobile / tablet gaming remains dynamic withvarying pockets of competitionUS Platform Playership By Age Group (%)Q4 2011 Kids Teens Adults Adults Adults 6-12 13-17 18-24 25-34 35-44 Nintendo DS / DS Lite / DSi 46 26 18 8 6 iPod Touch 14 19 12 7 6 Android Phone 11 6 10 16 9 PlayStation Portable 10 10 10 3 4 iPhone 8 8 9 9 8 iPad 8 5 8 7 7 Nintendo 3DS 3 3 1 1 2 6 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 7. Player growth is shifting from incremental additions tocross-platform concentrationUS Platform Playership Size by Type (%): Ages 13+Q4 2011, Q4 2010, Q4 2009Play 1+ Types 53% 58% 58%Play 2+ Types 17% 22% 24%Play 3 Types 2009 2010 2011 7 3600 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 8. Video game time is on the rise (+7%), fueled byincreases in tablet and mobile timeUS Overall and by Platform Weekly Video Game Time(% Change 2011 vs. 2010): Gamers 13+Q4 2011, Q4 2010 Overall Gaming Time 7 iPad 971 All Other Cell Phones (Android OS, RIM 53 Blackberry OS, Windows Phone OS, Etc.)* iPhone / iPod Touch 23 Free-to-Play Online PC Games 22 Microsoft Xbox 360 17 Purchased / Subscription PC Games 5 Sony PlayStation 3 0 -22 Nintendo Wii Nintendo Wii 8 * Android was included within Other Cell Phones previously US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 9. Angry Birds and Words With Friends are leading Androidapps but have slightly different user profilesUS Title Profile: Android Players 18+Nielsen Smartphone Analytics, Device Metering Data. September 2011 Age of Player Gender Household (Average) of Player Income ($000) Ethnicity White 66%AngryBirds 37.4 $76.6 Hispanic 20% 54% male Black 17% White 68%WordsWithFriends 34.3 $79.9 Hispanic 26% Black 12% 54% female 9 Portions of this page are reproduced from work created and shared by Google and used according to terms described in the Creative Commons 3.0 US Gaming: A 360° View Attribution License. Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 10. AgendaBackground & ScopeToday’s Gaming LandscapePurchase FunnelEntertainment Hubs & Next-GenKey Takeaways 10 3600 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 11. Digital is increasingly important in generating awareness for gaming product launches US Share of Leisure Clock (%): Gamers 13+ 13.1 14.3 2010 11.9 10.6 2011 PC / Mobile Internet DVD / Blu-Ray, Print, (Excl. Gaming) Radio US Share of Game Category Twitter Messages AboutAd Spending: Print vs. Internet (%) Top Games / Consoles 34 3.8MM 53 44 2.9MM 56 66 47 2009 2010 2011 Q4 2010 Q4 2011 Print Internet 11 US Share of Leisure Clock (%): Gamers 13+ US Ad Spending for Computerized Games & Accessories Category (MonitorPlus) Top Games / Console Social Media Buzz (NMIncite) US Gaming: A 360° View Q4 2011, Q4 2010; CY2011 – CY2009; Q4 2011, Q4 2010 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 12. Online is an increasingly important channel for gamesoftware browsing and salesUS Total Shopping Trips and Game Software Buying Trips by Outlet(% Change 2011 vs. 2010)Nielsen HomeScan, 52 Weeks Ending 9/24/11 -1 Total U.S. Outlets -14 Online 13 3 3 Club -14 1 Toy -1 Total Shopping Trips to -4 Type of Outlet Mass -16 Game Software Buying Trips to Type of Outlet Game Specialty -5 -8 -11 Electronics -24 12 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 13. Core consumers’ gaming spend mix is shifting but totalvalue is unchangedUS Non-Hardware Game Spending per Month:Households Spending $1+ per Month on Gaming Excluding HardwareQ4 2011, Q4 2010 +10% +8% share pts. share pts.2010 for Microsoft Xbox 360 for Digital Content 2011 -10% -8% share pts. share pts. for for New / Used Nintendo Games, Wii Rentals 13 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 14. AgendaBackground & ScopeToday’s Gaming LandscapePurchase FunnelEntertainment Hubs & Next-GenKey Takeaways 14 3600 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 15. Kinect is pushing Xbox 360s into communal spaces US Household Penetration of Gaming Devices (%) Q4 2011 2% Den / office 3% Other room 4% Spare / guest 65% bedroom Living / family room Wii = 75% PS3 = 56%13% Xbox 360 = 56%Kids bedroom Kinect = 59% Non-Kinect = 55%Wii = 9%PS3 = 15%Xbox 360 = 18% Kinect = 13% Non-Kinect = 19% 7% Master bedroom 5% 15 Basement US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 16. Streaming is an increasing share of game console usage US Share of Console Time Among Users (%): Ages 13+ Q4 2011, Q4 2010 2011 2010 Microsoft Sony Nintendo Xbox 360 (%) PlayStation 3 (%) Wii (%)Playing Video Games 34 38 55 Offline 34 30 57Playing Video Games 33 16 8 Online 28 19 12 Watching Video-On- 14 15 33 Demand / Streaming Services 10 9 20Watching DVDs / Blu- 9 22 Not Rays 11 27 ApplicableWatching Downloaded 5 5 Not Movies / TV Shows 6 4 ApplicableAll Other (Listening to 5 4 4 Music, Using the Internet, Other) 11 11 11 16 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 17. Current console owners are the majority of thoseinterested in next-gen systemsUS Profile of Interested in Next-Gen Consoles: Ages 13+(%)Q4 2011 Interested in Purchasing Next-Gen Next-Gen Wii U Xbox PlayStation % Own Any 7th Gen Console 79 83 77 % Own Nintendo Wii 70 54 48 Indexing vs. % Own Xbox 360 30 64 34 Total 13+ % Own PlayStation 3 23 24 50 125% + % Own Kinect for Xbox 360 13 28 16 110-124% % Own PlayStation Move 4 4 6 90-109% Mean Age 35.9 33.3 32.7 75-89% % Male 42 51 59 <75% % Female 58 49 41 % With Teens 13-17 in HH 32 38 33 % With Kids 12 & Under in HH 46 41 39 Mean Family Income ($000s) $52.8 $52.2 $48.7 17 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 18. AgendaBackground & ScopeToday’s Gaming LandscapePurchase FunnelEntertainment Hubs & Next-GenKey Takeaways 18 3600 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 19. Key Takeaways Digital What’s Consolesincreasingly your strategy make living important for the room inroadsacross game cross-platform ahead of value chain gamer? transition 19 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 20. Q&ABill Hopkinsbill.hopkins@nielsen.comNicole Pikenicole.pike@nielsen.comCharlie Pollakcharles.pollak@nielsen.com
  • 21. Methodology• Data for the 2011, 2010 and 2009 waves of the 3600 Gaming Report was collected via consumer online surveys using Nielsens proprietary, high-quality ePanel in the United States. – Data collection period for post-holiday 2012: 1/11/2012 – 1/17/2012 – Data collection period for 2011: 10/13/2011 – 10/17/2011 – Data collection period for post-holiday 2011: 1/6/2011 – 1/12/2011 – Data collection period for 2010: 10/7/2010 – 10/11/2010 – Data collection period for 2009: 9/28/2009 – 10/3/2009• Groups surveyed in 2011, 2010 and 2009: – Adults Ages 18+ ("Total Households"): 2000+ interviews among 50% Male / 50 % Female sample – Teens Ages 13-17: 700+ interviews among 50% Male / 50% Female sample – Kids Ages 6-12: 300+ interviews while paired with parent among 50% Male / 50% Female sample• Post-survey, raw data was weighted to ensure representation of the US General Population based on US Census data for 2011, 2010 and 2009, respectively.• Additional data sources include Nielsen Video Game Tracking, NMIncite, Nielsen HomeScan, Nielsen MonitorPlus and Nielsen Smartphone Analytics. 21 US Gaming: A 360° View Copyright © 2012 The Nielsen Company. Confidential and proprietary.