The document discusses word of mouth (WOM) marketing research from the Keller Fay Group. Some key findings include:
- 90% of conversations occur offline, primarily face-to-face, while only 8% are online. Certain "Conversation Catalysts" have much larger social networks and influence than average.
- Advertising plays a bigger role in driving WOM than people realize. TV ads are the most commonly referenced type of advertising in WOM.
- The internet is most referenced in WOM about products and services, while TV is most referenced for media/entertainment WOM.
- The brands with the most weekly WOM impressions tend to be large advertisers. In
Seattle Interactive Conference - Social and SeachMicrosoft
The document discusses research into how people find and use opinions from various sources when making different types of decisions. It finds that people rely on a diverse set of sources that varies depending on the type of decision. For everyday purchases, people most often consider reviews on retailer sites and online review sites, while for important decisions like choosing a doctor they place more weight on opinions from people they know personally. The factors that influence which opinions people find most helpful can differ depending on whether the decision is related to day-to-day tasks, commercial services, or entertainment.
The document discusses a 2010 sponsor summit presentation for the Minnesota Wild hockey team. It includes an agenda covering an introduction to Scarborough Research, the MN Wild and NHL in Minneapolis/St. Paul, social media in MSP, and social media and the MN Wild. Scarborough Research measures media usage and behaviors across 80 US markets. Data shows the Wild has over 1 million fans in the MSP market, ranking 5th nationally in NHL fandom. Social media usage among MSP adults grew from 15% to 38% from 2009-2010. Wild fans have above average rates of social media engagement.
Northeast Missouri Regional Planning Commission Broadband Study Findingsmobroadbandnow
The document is a report from the Northeast Missouri Regional Planning Commission's broadband study. It summarizes survey results from 541 households and 29 businesses in the region regarding broadband access and usage. Key findings include that most households have computers but some still lack broadband access. Business broadband access is nearly universal but some expressed needs for improved speeds. The report proposes conducting a strengths, weaknesses, opportunities, and challenges (SWOC) analysis to develop a strategic plan to improve broadband availability and adoption in the region.
Bootheel Regional Planning Commission Broadband Study Findingsmobroadbandnow
The report summarizes findings from surveys of residential and business broadband users in Missouri's Bootheel region. 287 residential surveys were analyzed with respondents from across the region's counties. The majority of residential respondents were over 45 years old and had a household income below the regional median. While most households now own computers, broadband adoption rates have lagged with about 40% still using slower DSL internet. Businesses surveyed were mainly small with fewer than 5 employees and spanned various industries like finance, healthcare, and real estate. Most businesses have internet through providers like AT&T but rated satisfaction levels as mixed.
The Cisco Connected World Technology ReportAyelet Baron
The document discusses findings from an online survey of 1,441 college students and 1,412 young professionals across 14 countries regarding their use of and perspectives on the internet and social media. Key findings include that a large proportion of both students and professionals consider the internet very important in their daily lives and get most of their information from laptop computers. Many students are frequently distracted by social media while doing schoolwork and consider keeping up with Facebook more important than social activities. Most professionals also follow managers and coworkers on social media.
Pesquisa da Cisco mostra que a maioria dos universitários e jovens profission...In Press Porter Novelli
The document discusses findings from an online survey of 1,441 college students and 1,412 young professionals in 14 countries regarding their use of and perceptions about the internet and social media. Some key findings include:
- Most students and professionals access the internet daily through laptops and consider it very important in their lives. Over half say they could not live without the internet.
- Social media sites like Facebook are highly used on a daily basis. Many students prioritize keeping up with social media over other activities.
- Employees often connect with managers and coworkers through social media platforms.
So in summary, the document finds that the internet and social media have become integral parts of daily life for most students and
The document discusses word of mouth (WOM) marketing research from the Keller Fay Group. Some key findings include:
- 90% of conversations occur offline, primarily face-to-face, while only 8% are online. Certain "Conversation Catalysts" have much larger social networks and influence than average.
- Advertising plays a bigger role in driving WOM than people realize. TV ads are the most commonly referenced type of advertising in WOM.
- The internet is most referenced in WOM about products and services, while TV is most referenced for media/entertainment WOM.
- The brands with the most weekly WOM impressions tend to be large advertisers. In
Seattle Interactive Conference - Social and SeachMicrosoft
The document discusses research into how people find and use opinions from various sources when making different types of decisions. It finds that people rely on a diverse set of sources that varies depending on the type of decision. For everyday purchases, people most often consider reviews on retailer sites and online review sites, while for important decisions like choosing a doctor they place more weight on opinions from people they know personally. The factors that influence which opinions people find most helpful can differ depending on whether the decision is related to day-to-day tasks, commercial services, or entertainment.
The document discusses a 2010 sponsor summit presentation for the Minnesota Wild hockey team. It includes an agenda covering an introduction to Scarborough Research, the MN Wild and NHL in Minneapolis/St. Paul, social media in MSP, and social media and the MN Wild. Scarborough Research measures media usage and behaviors across 80 US markets. Data shows the Wild has over 1 million fans in the MSP market, ranking 5th nationally in NHL fandom. Social media usage among MSP adults grew from 15% to 38% from 2009-2010. Wild fans have above average rates of social media engagement.
Northeast Missouri Regional Planning Commission Broadband Study Findingsmobroadbandnow
The document is a report from the Northeast Missouri Regional Planning Commission's broadband study. It summarizes survey results from 541 households and 29 businesses in the region regarding broadband access and usage. Key findings include that most households have computers but some still lack broadband access. Business broadband access is nearly universal but some expressed needs for improved speeds. The report proposes conducting a strengths, weaknesses, opportunities, and challenges (SWOC) analysis to develop a strategic plan to improve broadband availability and adoption in the region.
Bootheel Regional Planning Commission Broadband Study Findingsmobroadbandnow
The report summarizes findings from surveys of residential and business broadband users in Missouri's Bootheel region. 287 residential surveys were analyzed with respondents from across the region's counties. The majority of residential respondents were over 45 years old and had a household income below the regional median. While most households now own computers, broadband adoption rates have lagged with about 40% still using slower DSL internet. Businesses surveyed were mainly small with fewer than 5 employees and spanned various industries like finance, healthcare, and real estate. Most businesses have internet through providers like AT&T but rated satisfaction levels as mixed.
The Cisco Connected World Technology ReportAyelet Baron
The document discusses findings from an online survey of 1,441 college students and 1,412 young professionals across 14 countries regarding their use of and perspectives on the internet and social media. Key findings include that a large proportion of both students and professionals consider the internet very important in their daily lives and get most of their information from laptop computers. Many students are frequently distracted by social media while doing schoolwork and consider keeping up with Facebook more important than social activities. Most professionals also follow managers and coworkers on social media.
Pesquisa da Cisco mostra que a maioria dos universitários e jovens profission...In Press Porter Novelli
The document discusses findings from an online survey of 1,441 college students and 1,412 young professionals in 14 countries regarding their use of and perceptions about the internet and social media. Some key findings include:
- Most students and professionals access the internet daily through laptops and consider it very important in their lives. Over half say they could not live without the internet.
- Social media sites like Facebook are highly used on a daily basis. Many students prioritize keeping up with social media over other activities.
- Employees often connect with managers and coworkers through social media platforms.
So in summary, the document finds that the internet and social media have become integral parts of daily life for most students and
Entertainment Software Association of Canada Essential Facts 2009vCompete
Essential Facts about the Canadian Computer and Video Game Industry (2009) is the ESA’s (Entertainment Software Association of Canada) annual guidebook to the entertainment software industry. This current report provides figures relevant to the Canadian gaming industry, and should serve as interesting reading to potential sponsors not currently directly embedded in the sector.
This document provides sales, demographic, and usage data about the computer and video game industry from 2008. It includes information on who plays games and their ages/genders. Sales data is presented on top-selling games and genres in 2007. Statistics are given on online and wireless game play as well as parents' views on games. Recent and historical sales figures from 1996-2007 are shown in both dollars and units.
The State of PC Gaming: The Shift from Packaged Goods to Digital DistributionElastic Path
The video game industry is undergoing a fundamental shift from a traditional business model reliant on the sale of packaged goods and perpetual licensing, to one dominated by digital distribution and new forms of monetization. With unit sales of game downloads surpassing physical purchases, the transition to digital is creating tremendous opportunities for game developers, publishers, retailers, and device makers.
In this rapidly changing landscape, how can industry players evolve their offerings to better meet changes in consumer expectations and buying behavior? In this research study 505 US adults over the age of 18 who had played a downloaded or boxed PC or Mac game in the previous month were polled to examine consumer attitudes and behaviors toward PC and Mac games.
2005-Gaming or Sharing at Lan Parties: What is going on?CBR Conference
1) The document analyzes motivations and behaviors of those who attend LAN parties through surveys of hundreds of attendees across multiple events.
2) It finds that while gaming is a primary motivation, digital file sharing of music, movies, and software is also very common. The majority of attendees share files.
3) Free-riding, where one downloads files without sharing, is less common at LAN parties than on peer-to-peer networks, and the high-bandwidth LAN environment enables sharing of larger files.
4) The study concludes that LAN parties have a culture of widespread sharing, less free-riding than other networks, and features that could predict increased sharing on future higher-
Game in progress new business models for the videogame industryLuc Bourcier
The document discusses new business models emerging in the video game industry, particularly the shift from packaged console games to online, free-to-play, and hybrid models. It notes the industry is moving away from retail games on consoles to browser-based free-to-play and hosted games. While casual social free-to-play games are growing, not all games will take this form. The online gaming experience of the last five years should still inform business model conceptions for all video games.
Launching PC & Console Titles in the Ever-Changing Games Market in 2023Harsha MV
The document discusses strategies for games to stand out in an increasingly crowded gaming market. It provides examples of games leveraging existing intellectual property (IP) and transmedia strategies to attract audiences. Additionally, it discusses the growing creator economy and how gaming brands can partner with influencers to build authentic connections and drive player engagement. Leveraging cultural relevance and community is highlighted as an important way for games to succeed.
This document summarizes key points from a panel discussion on the video game industry. It discusses trends such as the large installed base of consoles but declining retail sales, the growth of mobile and digital gaming, and challenges in mobile from an increasingly crowded market. The panel explored topics like the future of consoles, growth of mobile gaming, and new business models being pioneered in mobile like free-to-play.
'Building for a Rapidly Evolving Mobile Future' Джефф Мориарти, вице-президен...newreporter
'Building for a Rapidly Evolving Mobile Future'
Джефф Мориарти, вице-президент ИД The Boston Globe. Выступление на форуме "Медиа будущего", проведенного 19-21 июня в Москве агентством "РИА Новости"
The document provides sales and demographic data about the computer and video game industry from 2010. It summarizes that in 2010, 67% of American households played games, with the average gamer being 34 years old. The top-selling video game genres were sports, action, and shooter games. The top-selling titles were Call of Duty: Modern Warfare 2 and New Super Mario Bros. Wii. Combined computer and video game sales totaled $10.5 billion in 2009.
The document provides demographic data and sales figures for the computer and video game industry in 2009-2010. It finds that 67% of American households play games, with the average gamer being 34 years old. The top-selling games of 2009 were Call of Duty: Modern Warfare 2 on multiple platforms. U.S. computer and video game sales totaled $10.5 billion in 2009. The ESA expects 41% of Americans to purchase games in 2010.
The survey summarizes the 2011 Flash Games Market Survey results. It received over 1,000 responses. Key findings include:
- Online game development continues to be international with developers embracing dual platforms of online and mobile.
- A majority of developers who do not make games full-time are students. Over 80% of developers want game development to be their full-time job.
- The Flash games industry remains male-dominated at 95% and over 85% of the community is under 34 years old. The industry also continues to be international.
The document provides results from a 2010 Flash games market survey conducted by Mochi Media. Some key findings include:
- Android was the platform with the most developer interest. The Flash gaming industry is growing internationally leading to new markets and talent pools.
- Developers are monetizing through multiple channels, and 1 out of 4 developers still use AS2 for development. 63% of publisher sites get less than 200k unique visitors per month.
- Flash game developers and publishers are transitioning from part-time to full-time work. The industry is becoming more experienced with over 75% under 35 years old. Top countries are shifting with more parity internationally.
- Nearly 60% of developers now work
Dubit & Disney from the MRS Children 2010 ConferenceDubit
This document discusses trends in online entertainment for kids. It finds that kids are spending more time gaming online than watching TV. Popular online games include casual games, virtual worlds, and social network games. Virtual worlds like Club Penguin are very popular, with Club Penguin being one of the largest virtual worlds. The document also covers monetization strategies for online kids' games, such as memberships, microtransactions, and advertising. While many kids are open to paying for online games, parents' perceptions of value and safety are barriers.
The document is a marketing research report comparing the PS3 and Xbox 360 game consoles. A survey of 88 respondents was conducted to understand perceptions, behaviors and demographics of console owners. Key findings include that most respondents have played video games for over 15 years, perceive the PS3 as more reliable but Xbox 360 has a more reliable online network. Respondents were willing to pay $20-50 annually for online access and exclusive titles influenced purchases. The report recommends PS3 improve its online network and Xbox 360 focus on reliability to help PS3 surpass it in sales.
The document profiles video gamers based on a survey conducted by YouGov on behalf of Tribal Fusion. It finds that the average male gamer is 26 years old, prefers action/adventure and first person shooter games, and most commonly owns an Xbox 360, PlayStation 3 or PC. The average female gamer is 25 years old, prefers puzzle and action/adventure games, and most commonly owns a Nintendo Wii, PC or Nintendo DS. The document also provides profiles of typical Xbox and PlayStation gamers.
The survey found that the PlayStation 3 was the most popular console, chosen by 38% of respondents. Nintendo Wii was second at 32% while PlayStation 2 and Xbox 360 were third and fourth, respectively. Most respondents were male, between 25-35 years old, with an income between 2 to 5 lakhs. The majority spend 2 to 4 hours playing daily and cite reasonable price, technology, and disk space as most important purchase factors. Action, sports, and fighting games were most preferred. Upcoming releases highlighted include the Nintendo Wii 2 in 2011 with HD and Blu-ray and new Xbox and PlayStation consoles in 2011-2012 with further technological advances.
3D Cinema Changing Audience Perception and Challenges3D Storytelling
Adam Sheridan of Ipsos OTX MediaCT shares key highlights from the Film Distributors’ Association Cinema tracking research about changing interest from audiences in the 3D theatrical experience and what distributors and film-makers can do to best capitalise on the format.
The document provides an overview and summary of key findings from the 2013 Essential Facts About the Computer and Video Game Industry report published by the Entertainment Software Association (ESA). Some of the key findings include: the average US household owns a game console, PC or smartphone and has 2 gamers; the top-selling game genres in 2012 were action, shooter, and sports games; and total consumer spending on the games industry in 2012 was $20.77 billion with digital formats accounting for 40% of sales.
The document provides key facts and statistics about the computer and video game industry from a 2013 annual report. It finds that 58% of Americans play video games with the average age being 30. The top selling game genres in 2012 were Action, Shooter, and Sports games. Total consumer spending on games in 2012 was $20.77 billion with digital formats accounting for 40% of sales.
This study surveyed 700 Vietnamese gamers online over 3 days in October 2016 about their gaming habits and preferences. Some key findings include:
- Male gamers prefer action games while females prefer casual games. Facebook ads and game forums are the main sources for learning about and keeping up with new games.
- 40% of gamers update game information every day, primarily through Facebook ads and game forums. Good graphics, many players, and free games are the top factors influencing gamers to try new games.
- The majority of gamers play games at home and online. While most gamers have paid for games or in-game items, 59% who pay spend under $5 per month. High prices for games and
Entertainment Software Association of Canada Essential Facts 2009vCompete
Essential Facts about the Canadian Computer and Video Game Industry (2009) is the ESA’s (Entertainment Software Association of Canada) annual guidebook to the entertainment software industry. This current report provides figures relevant to the Canadian gaming industry, and should serve as interesting reading to potential sponsors not currently directly embedded in the sector.
This document provides sales, demographic, and usage data about the computer and video game industry from 2008. It includes information on who plays games and their ages/genders. Sales data is presented on top-selling games and genres in 2007. Statistics are given on online and wireless game play as well as parents' views on games. Recent and historical sales figures from 1996-2007 are shown in both dollars and units.
The State of PC Gaming: The Shift from Packaged Goods to Digital DistributionElastic Path
The video game industry is undergoing a fundamental shift from a traditional business model reliant on the sale of packaged goods and perpetual licensing, to one dominated by digital distribution and new forms of monetization. With unit sales of game downloads surpassing physical purchases, the transition to digital is creating tremendous opportunities for game developers, publishers, retailers, and device makers.
In this rapidly changing landscape, how can industry players evolve their offerings to better meet changes in consumer expectations and buying behavior? In this research study 505 US adults over the age of 18 who had played a downloaded or boxed PC or Mac game in the previous month were polled to examine consumer attitudes and behaviors toward PC and Mac games.
2005-Gaming or Sharing at Lan Parties: What is going on?CBR Conference
1) The document analyzes motivations and behaviors of those who attend LAN parties through surveys of hundreds of attendees across multiple events.
2) It finds that while gaming is a primary motivation, digital file sharing of music, movies, and software is also very common. The majority of attendees share files.
3) Free-riding, where one downloads files without sharing, is less common at LAN parties than on peer-to-peer networks, and the high-bandwidth LAN environment enables sharing of larger files.
4) The study concludes that LAN parties have a culture of widespread sharing, less free-riding than other networks, and features that could predict increased sharing on future higher-
Game in progress new business models for the videogame industryLuc Bourcier
The document discusses new business models emerging in the video game industry, particularly the shift from packaged console games to online, free-to-play, and hybrid models. It notes the industry is moving away from retail games on consoles to browser-based free-to-play and hosted games. While casual social free-to-play games are growing, not all games will take this form. The online gaming experience of the last five years should still inform business model conceptions for all video games.
Launching PC & Console Titles in the Ever-Changing Games Market in 2023Harsha MV
The document discusses strategies for games to stand out in an increasingly crowded gaming market. It provides examples of games leveraging existing intellectual property (IP) and transmedia strategies to attract audiences. Additionally, it discusses the growing creator economy and how gaming brands can partner with influencers to build authentic connections and drive player engagement. Leveraging cultural relevance and community is highlighted as an important way for games to succeed.
This document summarizes key points from a panel discussion on the video game industry. It discusses trends such as the large installed base of consoles but declining retail sales, the growth of mobile and digital gaming, and challenges in mobile from an increasingly crowded market. The panel explored topics like the future of consoles, growth of mobile gaming, and new business models being pioneered in mobile like free-to-play.
'Building for a Rapidly Evolving Mobile Future' Джефф Мориарти, вице-президен...newreporter
'Building for a Rapidly Evolving Mobile Future'
Джефф Мориарти, вице-президент ИД The Boston Globe. Выступление на форуме "Медиа будущего", проведенного 19-21 июня в Москве агентством "РИА Новости"
The document provides sales and demographic data about the computer and video game industry from 2010. It summarizes that in 2010, 67% of American households played games, with the average gamer being 34 years old. The top-selling video game genres were sports, action, and shooter games. The top-selling titles were Call of Duty: Modern Warfare 2 and New Super Mario Bros. Wii. Combined computer and video game sales totaled $10.5 billion in 2009.
The document provides demographic data and sales figures for the computer and video game industry in 2009-2010. It finds that 67% of American households play games, with the average gamer being 34 years old. The top-selling games of 2009 were Call of Duty: Modern Warfare 2 on multiple platforms. U.S. computer and video game sales totaled $10.5 billion in 2009. The ESA expects 41% of Americans to purchase games in 2010.
The survey summarizes the 2011 Flash Games Market Survey results. It received over 1,000 responses. Key findings include:
- Online game development continues to be international with developers embracing dual platforms of online and mobile.
- A majority of developers who do not make games full-time are students. Over 80% of developers want game development to be their full-time job.
- The Flash games industry remains male-dominated at 95% and over 85% of the community is under 34 years old. The industry also continues to be international.
The document provides results from a 2010 Flash games market survey conducted by Mochi Media. Some key findings include:
- Android was the platform with the most developer interest. The Flash gaming industry is growing internationally leading to new markets and talent pools.
- Developers are monetizing through multiple channels, and 1 out of 4 developers still use AS2 for development. 63% of publisher sites get less than 200k unique visitors per month.
- Flash game developers and publishers are transitioning from part-time to full-time work. The industry is becoming more experienced with over 75% under 35 years old. Top countries are shifting with more parity internationally.
- Nearly 60% of developers now work
Dubit & Disney from the MRS Children 2010 ConferenceDubit
This document discusses trends in online entertainment for kids. It finds that kids are spending more time gaming online than watching TV. Popular online games include casual games, virtual worlds, and social network games. Virtual worlds like Club Penguin are very popular, with Club Penguin being one of the largest virtual worlds. The document also covers monetization strategies for online kids' games, such as memberships, microtransactions, and advertising. While many kids are open to paying for online games, parents' perceptions of value and safety are barriers.
The document is a marketing research report comparing the PS3 and Xbox 360 game consoles. A survey of 88 respondents was conducted to understand perceptions, behaviors and demographics of console owners. Key findings include that most respondents have played video games for over 15 years, perceive the PS3 as more reliable but Xbox 360 has a more reliable online network. Respondents were willing to pay $20-50 annually for online access and exclusive titles influenced purchases. The report recommends PS3 improve its online network and Xbox 360 focus on reliability to help PS3 surpass it in sales.
The document profiles video gamers based on a survey conducted by YouGov on behalf of Tribal Fusion. It finds that the average male gamer is 26 years old, prefers action/adventure and first person shooter games, and most commonly owns an Xbox 360, PlayStation 3 or PC. The average female gamer is 25 years old, prefers puzzle and action/adventure games, and most commonly owns a Nintendo Wii, PC or Nintendo DS. The document also provides profiles of typical Xbox and PlayStation gamers.
The survey found that the PlayStation 3 was the most popular console, chosen by 38% of respondents. Nintendo Wii was second at 32% while PlayStation 2 and Xbox 360 were third and fourth, respectively. Most respondents were male, between 25-35 years old, with an income between 2 to 5 lakhs. The majority spend 2 to 4 hours playing daily and cite reasonable price, technology, and disk space as most important purchase factors. Action, sports, and fighting games were most preferred. Upcoming releases highlighted include the Nintendo Wii 2 in 2011 with HD and Blu-ray and new Xbox and PlayStation consoles in 2011-2012 with further technological advances.
3D Cinema Changing Audience Perception and Challenges3D Storytelling
Adam Sheridan of Ipsos OTX MediaCT shares key highlights from the Film Distributors’ Association Cinema tracking research about changing interest from audiences in the 3D theatrical experience and what distributors and film-makers can do to best capitalise on the format.
The document provides an overview and summary of key findings from the 2013 Essential Facts About the Computer and Video Game Industry report published by the Entertainment Software Association (ESA). Some of the key findings include: the average US household owns a game console, PC or smartphone and has 2 gamers; the top-selling game genres in 2012 were action, shooter, and sports games; and total consumer spending on the games industry in 2012 was $20.77 billion with digital formats accounting for 40% of sales.
The document provides key facts and statistics about the computer and video game industry from a 2013 annual report. It finds that 58% of Americans play video games with the average age being 30. The top selling game genres in 2012 were Action, Shooter, and Sports games. Total consumer spending on games in 2012 was $20.77 billion with digital formats accounting for 40% of sales.
This study surveyed 700 Vietnamese gamers online over 3 days in October 2016 about their gaming habits and preferences. Some key findings include:
- Male gamers prefer action games while females prefer casual games. Facebook ads and game forums are the main sources for learning about and keeping up with new games.
- 40% of gamers update game information every day, primarily through Facebook ads and game forums. Good graphics, many players, and free games are the top factors influencing gamers to try new games.
- The majority of gamers play games at home and online. While most gamers have paid for games or in-game items, 59% who pay spend under $5 per month. High prices for games and
Similar to Gaming Trends in Ireland July 2010 (20)
This document discusses belonging and community in Ireland. It summarizes the findings of a survey on how Irish people interact with their neighbors, friends, and communities. The key findings are that over half of Irish people know their neighbors well, nearly half have 4 or more close friends, and over 27,000 people are registered volunteers with Special Olympics Ireland. The document examines topics like how long people have lived near neighbors, how often they communicate with friends, and the types of community involvement in Ireland.
The document summarizes the key findings of a research project called "The Future of Ireland". It discusses themes that emerged from focus groups and a survey, including Hope, Belonging, Family, Change, Happiness and Destiny. For hope, it found that while only 19% think Ireland is better now than 10 years ago, 42% expect Ireland to be better in 10 years' time. On belonging, it found that 57% would prefer to live in Ireland than anywhere else, and 46% agree the recession taught the value of family and community. Overall, the research found that while the past decade was difficult, the Irish remain hopeful, proud, and optimistic about the future for themselves and their families.
The document summarizes research conducted on how different generations will sustain the charity sector in the future. Quantitative research included a survey of 1,000 adults examining current and potential future engagement with charities. Qualitative research involved focus groups with those currently and not currently volunteering. Key findings include younger people being as supportive of charities' role but less currently volunteering, though open to future volunteering. Ensuring charities remain fresh through new volunteers and improving engagement of younger people were identified as important factors for the sector's sustainability.
Mental Health and Emotional Wellbeing in Ireland 2019Amarach Research
A survey of the Irish population about the sources of mental health and wellbeing, drawing on the Human Givens framework in relation to psychological needs and resources.
The Brand Impact of Cause Marketing in Ireland 2018Amarach Research
This document discusses the case for cause marketing. It finds that Irish consumers have a high level of awareness of brands that support causes, with 84% aware of at least one partnership. It also finds that supporting causes increases positive feelings towards brands and loyalty. Specifically, 62% of 16-24 year olds feel more positive towards brands supporting social causes. Over 40% of Irish consumers are more likely to stay loyal to brands that support causes or charities. Cause marketing can thus increase brand awareness, positive associations, and loyalty.
The document summarizes the findings of Amárach Research's monthly Economic Recovery Index survey conducted between April 2009 and June 2018. It finds that the Economic Recovery Index, which measures Irish consumers' views on the state of the economy on a scale from 0-100, has reached its highest level ever of 47.4 in June 2018, indicating Irish consumers may have emerged from a "reluctant recovery." Negative emotions among Irish consumers appear to still be high despite economic improvements, suggesting gains are not translating to meaningful benefits for many. Overall, the outlook for Irish consumer spending in the second half of 2018 is strong.
The document reports on Ireland's Economic Recovery Index from April 2009 to May 2018. It finds that while the index and economic conditions have greatly improved from the deepest recession in 2010, levels of stress, worry and anxiety among Irish citizens have remained high or gotten worse. Consumer sentiment and spending are also improving but the nation's overall emotional wellbeing has yet to fully recover, suggesting economic gains are not translating to meaningful benefits for many. The outlook for strong consumer spending in Ireland remains over the rest of 2018 however.
We have been tracking the economic and emotional wellbeing of the Irish nation every month for the past 9 years. The good news is that our economic wellbeing is clearly getting better, the bad news is that our emotional wellbeing appears to be getting worse...
Our monthly index of Irish consumer spending, saving and borrowing intentions has reached an all time high nearly 9 years after we started measuring the mood of the nation.
The Latte Levy - An Amarach Research and Carr Communications Report 2018Amarach Research
This document summarizes a study examining public opinion in Ireland on a proposed 15 cent levy on single-use plastic cups, known as the "latte levy". The study found that framing the levy and associated policies positively or negatively impacted reactions. Specifically:
- Nearly 6 in 10 Irish adults felt plastic cups contribute to pollution and nearly half felt the levy cost was appropriate.
- Over 7 in 10 supported a suite of measures to reduce plastic cup use, like discounts for reusable cups.
- Framing the levy positively increased support for reusable cups up to 3.4%, while multiple positive interventions could increase reuse up to 12.5%.
The document summarizes the results of Amárach Research's monthly Economic Recovery Index survey from April 2009 to February 2018. It finds that in February 2018, Ireland's Economic Recovery Index reached its highest level ever, indicating the economic situation is improving. Consumer sentiment is also improving - Irish consumers are more willing than ever to borrow and are less focused on debt repayment. Overall, the renewed optimism in consumer sentiment suggests strong consumer spending growth in Ireland over the rest of 2018.
The document summarizes key findings from a report by Amárach Research on the Irish pharmacy market. It finds that Irish consumers will spend over €1.2 billion in pharmacies in 2018, and this figure is expected to grow substantially in the coming years. Pharmacy customers tend to be loyal, with local independent pharmacies receiving the highest net promoter scores. The average customer spends €37 per month on health, beauty, and medical products, with over-55s spending the most. The report forecasts continued growth in the pharmacy sector due to an aging population and increased spending on health and beauty products traditionally sold through pharmacies.
The Three Connected Ireland Report examines how Irish people use mobile technology in their daily lives across three themes: The Connected Life, The Connected Business, and The Connected Citizen. Some key findings:
- People rely on their smartphones for communication, banking, maps, weather, and streaming services. Facebook is a primary source for news.
- Smartphones are seen as helping relationships, work, learning, and relaxation. Nearly half of respondents aim to improve health and fitness with smartphone apps.
- The Connected Business section looks at online shopping habits and engagement with businesses, brands, and services through mobile devices.
- The report is based on a survey of 1,000 Irish smartphone users and
This document summarizes a report on research about the future of the charity sector in Ireland over the next 20 years. It conducted interviews and surveys with various stakeholders to understand their perspectives. Key findings included a desire for change in how charities operate, the need to demonstrate impact through data, issues with regulation and funding, challenges finding qualified people, and improving public understanding and transparency. The research aims to provoke debate on expectations of charities, the role of volunteers, impacts of regulation, needs for professionalism and organizational change, the role of the state, and triggers for change within charities.
This report analyzes loyalty marketing trends in Ireland based on a survey of 12,000 Irish adults. It finds that while most Irish adults belong to multiple loyalty programs, penetration varies significantly between brands. Loyalty program membership is stable over time and higher for older established brands. Different programs attract varying demographic profiles, and program membership has been shown to substantially increase customer loyalty metrics like Net Promoter Score. The report recommends that marketers focus on measuring the impact of their loyalty programs and ensuring programs reach their desired audiences.
Wellbeing and Decision Making in Everyday Life - UCD and Amárach Research 2018Amarach Research
This document summarizes research using the Day Reconstruction Method to study well-being and decision-making in everyday life. The study collected data from over 900 Irish participants about their activities, locations, emotions, social interactions, and experiences of desires and self-control over the previous day. The results show that positive feelings were highest during social interactions and certain activities. Around 15% of reported desires involved failures of self-control. Trait levels of self-control were also found to impact feelings, desires, and fatigue over the course of a day. The document discusses opportunities to use this method to better understand and design interventions regarding specific domains like work, health behaviors, and media consumption.
2. 2
Table of Contents
A. Background & Objectives
B. Research Methodology
C. Profile of Sample
MAIN FINDINGS
SECTION 1: How video games are played
SECTION 2: Shopping behaviour
SECTION 3: Factors affecting choice of video game
INSIGHTS AND IMPLICATIONS
Cover Image credit: http://www.stylosnet.com/home/
3. 3
A. Background & Objectives
Videogames are no longer the niche product they once were. They
are big business and the market continues to grow, bucking the
trend experienced by similar entertainment industries such as music
and film. Worldwide revenue currently stands at $60 billion,
expected to grow to $70 billion by 2015. The value of the UK market
alone is currently £4.4 billion.
The average gamer is now 32, with 25% of all gamers being over 50.
Children who grew up with video games 20 years ago now have
children themselves. The industry is at a tipping point: video games
have become mainstream.
Video game developers and publishers have never experienced this
popularity problem before. They knew their market intimately and
catered to very specific tastes. As the market opens up, developers
and publishers are scrambling to make games that appeal to a much
wider variety of consumers, consumers they have never sold to
before.
The objective of this research is to better understand the Irish video
game player and how they consume video games.
4. 4
B. Research Methodology
Quantitative Methodology
606 Online Interviews
16+ year olds nationally
representative sample
Data collection conducted in
May 2010.
5. 5
C. Profile of Sample
(Base: All 16+ who play video games - 606)
Gender Age Class Region
% % % %
16-24
21
(17%) 27
Dublin
Male (28%)
49 ABC1/ 47
(50%)
25-34 F50+
(22%) 26 (48%)
35-44
(19%) 21
Outside 73
Dublin
Female C2DE/
45-54 53 (72%)
(50%) 51 14 F50-
(16%)
(52%)
55+ 18
(26%)
The sample is slightly more biased towards the younger age groups.
( ) = National Population Census 2006 Analysis of Sample
7. 7
Devices Used to Play Video Games
(Base: All 16+ who play video games - 606)
%
Device Used Top 3
Most Often Devices
Higher Amongst
PC/Laptop 40 67
Mobile Phone 9 35 16-34
Nintendo Wii 15 34 Female, 35-44
Nintendo DS 12 33 Female, 16-44
Playstation 2 3 19 16-24
Playstation 3 10 17 Male, 16-24
Xbox 360 9 17 Male, 16-24
PSP 1 9 35-44
PCs and Laptops are the most popular device used to play games,
perhaps to due to popularity of online games and games on social
networking sites. Nintendo’s consoles are also quite popular and have
a broader appeal than both the Playstation 3 and Xbox 360.
Q.1a/1b
8. 8
Amount of Time Spent Playing Video Games Every
Week
(Base: All 16+ who play video games - 606)
% of People
100
90
80
70
60 61
55
50 50
40
30
20 19
12
11
10
10 8
6 7
6
5
4 4
3
2
0
0-2hrs 2-4hrs 4-6hrs 6-8hrs 8-10hrs 10+hrs
Total Sample Female Male
The majority of people are casual games players, playing less than two hours a
week. However, 15% of those who play games play more than 6 hours a week.
Q.2
10. 10
Claimed Spend on Video Games Each Year
(Base: All 16+ who play video games - 606)
Total Sample Higher amongst Male Female
% % %
€500+ 1
1 1 1
1
€401 - 500 3 9% ↑ 35-44 5 12% 2 6%
€301 - 400 4 2
€201 - 300 6
17
€101 - 200 18 ↑ 16-24
18
Less than €100 73 78
↑ 45+ 69
Average €94.25 €105.30 €83.54
The majority of people claim to spend less than €100 a year on video games, with
males spending roughly €20 more than females. The average spend is €94.25,
which is roughly the price of two new video games. Q.3
11. 11
Preferred outlet for purchasing videogames
(Base: All 16+ who play video games - 606)
High Street Retailer
(e.g. HMV, Golden Disks)
↑ Rest of Leinster
Supermarket
↑ Female
19% Connaught/Ulster
8%
Specialist Video 17% Online Retailer
Game Store 42%
↑ Male, 45+
↑ 16-24, Dublin 7%
7%
Digital Download
Service
Other ↑ Male, Munster
Specialist videogame stores are by far the most popular outlet, particularly among
younger people located in Dublin. Other stores constitute roughly one quarter of
video game purchases while a further quarter are purchased online.
Q.4
12. 12
Video Game Purchase – New vs. Used
(Base: All 16+ who play video games - 606)
% of % of
New Higher Amongst Old Higher Amongst
Purchases Purchases
% %
91 - 100 9 ↑ Munster
↑ 45+, Dublin 51 - 90 16 ↑35-44
91 - 100 38
1 - 50 37 ↑ Female
51 - 90 22 ↑ 16-24
1 - 50 32 ↑ C2DE
0 38 ↑ 55+
0 8 ↑ 55+
Average 66% Average 34%
Two thirds of videogames are purchased new. Those over 45 and in Dublin buy a
larger proportion on new video games while those 35-44 and living in Munster buy
a larger proportion of used video games. Q.5
14. 14
Type of Video Game Played Regularly – Top 3
(Base: All 16+ who play video games - 606)
%
1st 2nd 3rd
Choice Choice Choice
Volumetric Higher Amongst
Quiz/Puzzle 28 19 13 61 Quiz/Puzzle
Games Games 24 Female, 55+
Action /Adventure 8 15 13 36 Games on Social Female
networking sites 11
Games on Social 11 11 11 33
networking sites Action /Adventure 11
Racing 10 7 10 27 Football 9 Male, 16-24
Racing
Football 10 9 6 25 9 Male, 25-34
First Person
Other Sports 6 8 11 25 Shooter (FPS) 8 Male, 16-24
Military/strategy 6 9 10 25 Role Playing (RPG) 8
Role Playing (RPG) 7 7 10 24 Military/strategy 7 Male
First Person Other Sports 7
Shooter (FPS) 9 8 5 22
Other Other 6
5 5 11 21
There is a distinct divide between the games played by males and
females. Females are predominantly playing quiz/puzzle games and
games on social networking, while males have a far broader taste.
Q.6
15. 15
Factors Affecting Choice of Video Game
(Base: All 16+ who play video games - 606)
%
1st 2nd 3rd
Choice Choice Choice
Volumetric Higher Amongst
Enjoy the genre 31 21 14 66 Enjoy the genre
26
Price (Special 22 20 15 57 Price (Special
offer/free) offer/free) 20 Female, 55+
Recommendation 10 24 23 57 Recommendation
from a friend from a friend 16 55+
Well known 15 8 12 35 Well known
franchise 13 16-24
franchise
Ability to play with 13 10 11 34 Ability to play with
friends 12 Dublin
friends
Reviews from the 6 9 8 23 Reviews from the
gaming press 7
gaming press
Good advertising 25 8 15 Good advertising 4
for the game for the game
Recommendation 1 7 10
2 Recommendation 2 Munster
from staff in shop from staff in shop
14 4 1
Other Other
Genre is the most important factor when people are choosing a video game to play: if
they are familiar with and enjoy the premise of a game, they are far more willing to try
it. People also place weight in their friends’ recommendations, much more so the
recommendations of the gaming press or staff in a games store.
Q.7
17. 17
How video games are played
PCs and laptops are by far the most preferred method of playing video games,
with two thirds of people mentioning it as one of their three preferred
methods.
This is likely due to the high prevalence of playing games online or on
social networking sites. By their nature, these games are free. However,
there is an opportunity to tie these games to a commercial game, or
indeed any product, in order to increase awareness.
Nintendo’s home console, the Wii, and portable console, the DS, are also quite
popular among video game players.
More so than any other developer, Nintendo has captured the zeitgeist.
Video games were traditionally about obtaining a high score, “beating the
game”. Nintendo changed this almost singlehandedly: games can now be
about fitness, solving puzzles, singing in key. While not popular among
traditional gamers, Nintendo’s current success is due to this broad
market appeal.
Though the Playstation 3 and Xbox 360 are not used by many video gamers
players, they are most popular among traditional game players, males aged
16-24.
This cohort represents the heavy user and it is for this reason alone that
Sony and Microsoft are currently thriving. Nintendo has little presence
here. However, there is little potential growth left among this cohort. As
demand for video games increases in other cohorts, Sony and Microsoft
may be forced to adapt and expand their offerings.
18. 18
Shopping Behaviour
The average claimed spend on video games was €94.25 a year, though this
was much higher among the heavy users.
12% of males claim to spend over €200, compared to only 6% of female
users. However, as females are more likely to play games online, there
may be potential to earn revenue through online transactions. For
example, Farmville, the most popular game on Facebook, earns its parent
company Zynga $50 million a year. This is from simple $1 sales of new
items.
42% of people buy their video games in specialist retail stores, however
almost a quarter of people buy their games online.
As internet use continues to rise, specialist stores may begin to suffer.
Online retailers are very competitive on price due to a lower cost base. As
online infrastructure continues to improve as well, publishers and
developers are increasingly cutting out the middleman, and offering their
products for download. Services such as Steam are breaking into the
mainstream, with new services Onlive and Gakai driving innovation.
66% of games are bought new, while the remaining 34% are bought used.
The 34% of games that are bought used represent a loss for the
publishers and developers and a gain for the retail stores, who are, in
essence, selling the game twice. This trend will likely decrease in future,
as publishers have begun offering bonuses to consumers who purchase
new games. This comes in the form on a one time use code that provides
extra content, something not available if the game is bought used.
19. 19
Factors affecting choice of video games
Quiz and puzzle games are by far the most popular games, likely driven by the
wide range of free options available online. “Enjoying the genre” is also the
most important factor for players when choosing a game.
Quiz and puzzle games are often people’s first stop when trying video
games. The problem for developers and publishers is that it is oftentimes
the last stop as well. Though video games have matured in recent times,
awareness among the general public is still in its infancy. However,
developers and publishers can use the broad appeal of quiz and puzzle
games to tie in new elements from other genres. This can help increase
awareness of the many types of video game available.
There is still a large divide between the types of video games enjoyed by
males and females. Females tend to prefer the more casual genres: quiz and
puzzle games, games on social networking sites, etc. Males tend to prefer
sports games and games with action, such as shooting and military games.
It is important for developers and publishers to consider style and genre
in tandem. For example, it may be possible to develop a game in the
shooting (FPS) genre that has a style that appeals to women. Further, the
marketing for these more action orientated games is almost universally
targeted towards men, so women are excluded at a very early stage. If
growth in the market is to continue, it is imperative that traditional genres
expand beyond their traditional market.
20. To find out more about our research and services contact:
Amárach Research
11 Kingswood Business Centre
Citywest Business Campus
Dublin 24
T. (01) 410 5200
E: gerard.oneill@amarach.com
W: www.amarach.com
B: www.amarachresearch.blogspot.com