Successfully reported this slideshow.
TRENDS                      a 5 year view                      Roy Morgan Single Source: April 2006 – March 2011Discover y...
ThemesDiscover your edge                     SOURCE OF ALL                     MATERIALS: ROY                     MORGAN S...
% Ownership of gaming devices                                                                                             ...
% who play games (by device)                                                                                              ...
% who play games on several devices                                                                                       ...
Mobile Phone                                                                                                              ...
They represent 20% of the population aged                                                                       14+, i.e. ...
They like shopping and are influenced                                                                                     ...
3X more                3X more                                                                                            ...
5 x more likely                                                             to play games on all three                    ...
o                                                                                    l ikely t                            ...
32%                                                                                                                       ...
Demographic Profile of GamersDiscover your edge                     © 2011 Written approval must be obtained from Roy Morg...
% of selected demographics that play video games                                                                          ...
Young                                                          mothers                                                    ...
They represent 5% of the population aged 14+,                                   i.e. ~ 1m people                          ...
20% more likely to make decision on emotions                                                                              ...
81%                                    75%                                                                       60%      ...
“Home entertainment is my entertainment”                                73% of                                 73% of     ...
31%                                  % of YMO who own specific devices over time                                     43%  ...
Increasing trend                                                                                                          ...
my generation…                     % of Australian Population 14+ who play video games                % playing games of d...
Booming                               Gamers                                                                          A Pr...
41%                                                                                           Have purchased online       ...
32%                                                                                                     read news &+ times...
Discover your edge                     © 2011 Written approval must be obtained from Roy Morgan Research before circulatio...
p lay s                                                                                                                   ...
Online gamers                                    How often do you connect your games                                      ...
Discover your edge                                                                                                        ...
TV consoles as gaming devices                                                  Accessed by 40% of                         ...
Ecommerce                          vs. Traditional                          RetailDiscover your edge                      ...
Purchased Device in Last 12 Months                                                          33%                           ...
32%                                  Apr 10 - Mar 11                                                                      ...
% who spent online in last 3 months                                                                                       ...
Conclusion                                               •        Mobile gaming is not just for teens, focus on the 25 to ...
Conclusion                                               •        Online gaming is growing, watch out for mobile          ...
Thank youDiscover your edge                                                                            Andrew Braun       ...
Upcoming SlideShare
Loading in …5
×

Roy Morgan Research - Video Gaming in Australia - Trends

509 views

Published on

A presentation I gave at an annual Video Games Industry in 2011. It provides market research consumer insights into gamers.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Roy Morgan Research - Video Gaming in Australia - Trends

  1. 1. TRENDS a 5 year view Roy Morgan Single Source: April 2006 – March 2011Discover your edge cio- nt so ence differe nflu how rofiles i ur And ic p havi o nom ing be ec o a m g
  2. 2. ThemesDiscover your edge SOURCE OF ALL MATERIALS: ROY MORGAN SINGLE SOURCE (AUSTRALIA) : APRIL 2005 – MARCH 2011 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 2
  3. 3. % Ownership of gaming devices 87% 89% 82% % of Australian population 14+ 85% 87% 81%Discover your edge 40% 41% 36% 24% 24% 19% 6% Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 3
  4. 4. % who play games (by device) 54% 55% % of Australian Population 14+ 44% 39% 38% 35% 35%Discover your edge 33% 29% 17% 20% 15% Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 4
  5. 5. % who play games on several devices 23% 22% + 21% % of Australian Population 14+ + 13%Discover your edge 11% 12% + 11% 11% 9% 9% 9% + + 8% Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 5
  6. 6. Mobile Phone A Profile gamersDiscover your edge © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Spotlight 6
  7. 7. They represent 20% of the population aged 14+, i.e. 3.7 million people Image aged 55 % earn con scious, 57 % 5 0, 0 00 fa s h ionable 25 -4 9 ov er $Discover your edge +ive outlook , t o be Likel y t o be for economy Likely young emplo yed & but 68% s ing les pa rents renting spend © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 7
  8. 8. They like shopping and are influenced by brand, however 48% search for bargains. 53% have bought something online in L3M, spending on average $556.Discover your edge Mostly use catalogues and internet for information on home entertainment items. Typically shop in speciality stores for home entertainment and PC equipment. © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 8
  9. 9. 3X more 3X more 73% own likely likely 10% ownDiscover your edge to be an early adopter 15% intend to buy “ Computers and Technology give me control 78% with Broadband over my life” 51% online 15+ hrs/week © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 9
  10. 10. 5 x more likely to play games on all three devices % of mobile gamers - Ownership of devices today + + + +Discover your edge only 21% 65% 59% 45% “I love gaming” © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 10
  11. 11. o l ikely t 2x more le game e conso purchas 38% 14% 18%Discover your edge Apr 10 - Mar 11 13% 12% 27% Apr 06 - Mar 07 % of mobile gamers - Ownership of games consoles overtime © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 11
  12. 12. 32% never read news 35%Discover your edge 28% watch TV 3+ hrs per day read 5+ magazine issues per week 51% Spend 8+ hrs Increasing trend a week on the net Downward trend © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 12
  13. 13. Demographic Profile of GamersDiscover your edge © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 13
  14. 14. % of selected demographics that play video games 52% 55% Apr 10 - Mar 11 59% +14%Discover your edge 44% 51% 38% Apr 06 - Mar 07 n 2 5- 34 Wome pts% grown 24 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 14
  15. 15. Young mothers online A ProfileDiscover your edge % that play video games 78% YMO 42% 52% Females 38% Apr 06 - Mar 07 Apr 10 - Mar 11 Spotlight
  16. 16. They represent 5% of the population aged 14+, i.e. ~ 1m people Not f eel ing 2 kids ncially fina Avg a ge = 7 stable “Not 75% h hoursDiscover your edge enoug ” in the day Mean 46 % p aying Hou sehold of f home Incom e: 80K © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 16
  17. 17. 20% more likely to make decision on emotions 56 %Discover your edge Spend less online than average © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 17
  18. 18. 81% 75% 60% 29% Apr 10 - Mar 11Discover your edge 25% 49% 69% 63% Apr 09 - Mar 10 % of YMO who visited % of YMO who visited % of YMO who visited % of YMO who visited lifestyle websites in last 4 banking & finance social media websites in email & communication weeks websites in last 4 weeks last 4 weeks websites in last 4 weeks 2 X more likely to use Facebook © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 18
  19. 19. “Home entertainment is my entertainment” 73% of 73% of 22% 22% YMO spend YMO spend an avg. of an avg. of (3x more (3x more $48 on $48 on likely) likely)Discover your edge home have bought entertainment console video in last 7 days games in last 3 months “I buy the latest video games" © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 19
  20. 20. 31% % of YMO who own specific devices over time 43% 40% Apr 10 - Mar 11Discover your edge 34% 31% 20% Apr 06 - Mar 07 Nintendo Wii (38%) and DS (26%) most popular 14% own an iPhone (79% more likely than average) © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 20
  21. 21. Increasing trend Downward trend 28% 38% Have been to cinema in last 4 weeks read unaddressed mailDiscover your edge 39% watch TV 3+ hrs per day 52% use catalogues when searching for 28% product information about home electronic items 21 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. never read magazines
  22. 22. my generation… % of Australian Population 14+ who play video games % playing games of different generations 92% 91% 90% Gen Z 76% 76% Gen Y 67% 58% 60% Gen XDiscover your edge 50% 39% 37% Baby Boomers 31% Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 22
  23. 23. Booming Gamers A Profile 23% Australian populationDiscover your edge $94,000 mean household income 97% Aged 50+ © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Spotlight 23
  24. 24. 41% Have purchased online in last 3 months $647 mean spend online 1 in 4 spend 15+ hrs on the net 14%Discover your edge Apr 10 - Mar 11 8% purch ased a game in last ownership m ont h 3 10% s Apr 06 - Mar 07 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 24
  25. 25. 32% read news &+ times a week 30% read unaddressedDiscover your edge 41% mail Never listed to the radio 35% Watch 3+ hours of TV per day © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 25
  26. 26. Discover your edge © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 26
  27. 27. p lay s 9% game rs)Discover your edge 1 e l a st 4 y lin i n on +7% (up +3% to 13% +3% +1% to 7% to 1.3% in last 4 years © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 27
  28. 28. Online gamers How often do you connect your games console to the Internet to play online? 31% 69% 36% Less often 50+ A few times 3% 13% every 2 - 3 monthsDiscover your edge 35-49 23% 21% >1 times a month Under 18 38% 24% >1 times a week 25-34 19% 5% Once a day 18-24 19% © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 28
  29. 29. Discover your edge US PL © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 29
  30. 30. TV consoles as gaming devices Accessed by 40% of Australian’s 14+ Game consoles as entertainment hubsDiscover your edge Top reasons for not subscribing to Pay TV • 53% never subscriber • 38% Too expensive • 7% Unable to select channels of interest • 7% Not attractive content Accessed by 25% of Australian’s 14+ © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 30
  31. 31. Ecommerce vs. Traditional RetailDiscover your edge to il i sk e t a e r al r Th on iti real trad is © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 31
  32. 32. Purchased Device in Last 12 Months 33% 32% 34% % of Australian Population 14+Discover your edge 15% 12% 11% 12% 11% 8% 7% 6% 5% Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 32
  33. 33. 32% Apr 10 - Mar 11 $148 $149 $149 $150Discover your edge Amount Spent on console games 27% in last 3 months $132 Apr 06 - Mar 07 Apr 06 Apr 07 Apr 08 Apr 09 Apr 10 - Mar 07 - Mar 08 - Mar 09 - Mar 10 - Mar 11 bought console games in in L3M © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 33
  34. 34. % who spent online in last 3 months 53% 50% 51% 47% Apr 10 - Mar 11 39% 39% 41% 42% $559 32% 28% 26% 21%Discover your edge 30% $462 10% Apr 06 - Mar 07 Apr 06 – Mar 07 Apr 07 – Mar 08 Apr 08 – Mar 09 Apr 09 – Mar 10 Apr 10 – Mar 11 Avg. spend increased in past 5 years: Generation Y ($380  $505) ly 42 % o n Generation X ($460  $595) om buy frs they Baby Boomers ($553  $647) retailer w kno Generation Z ($227  $316) © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 34
  35. 35. Conclusion • Mobile gaming is not just for teens, focus on the 25 to 49 year olds •Discover your edge Women gamers are growing, focus on those aged 25-34, especially young mothers • Baby boomers are a large affluent market with disposable income, but don’t market to them via the radio  © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 35
  36. 36. Conclusion • Online gaming is growing, watch out for mobile • Convergence is an opportunity and threat – know yourDiscover your edge competition and the landscape • Online retail is an opportunity and people buy from retailers they know and trust © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 36
  37. 37. Thank youDiscover your edge Andrew Braun Director – Mobile, Internet & Technology andrew.braun@roymorgan.com Twitter: abraun64 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 37

×