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GfK Group. Ad Hoc Research. Study on the Habits and Uses of Videogames. December 2004. ER- 0484/1/00. Study on the Habits and Uses of Videogames. - Phase U&A -. Study Nº: 4.665 People in charge of the study at GfK Emer Ad Hoc Research Pedro Serrano; E-mail: pedro.serrano@gfk-emer.com

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Study on the Habits and Uses of Videogames


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  1. GfK Group Ad Hoc Research Study on the Habits and Uses of Videogames December 2004 ER- 0484/1/00 Study on the Habits and Uses of Videogames - Phase U&A - • Study Nº: 4.665 • People in charge of the study at GfK Emer Ad Hoc Research • Pedro Serrano; E-mail: pedro.serrano@gfk-emer.com • Claudia Gelbe; E-mail: claudia.gelbe@gfk-emer.com • Tel. contact – 915.919.940

  2. Content Approach and objectives Methodology Sample group description 1 Habits of using videogames in general 2 Habits of using online videogames 3 Buying and/or renting videogames Equipment 4 8 7 5 6 Conclusions

  3. 1 Approach for U&A Phase and Objectives

  4. U&A Phase Indicators (I) • The special objectives are: • Habits of use: • Evolution of use: more, less or the same as one year ago. • Other forms of entertainment where more time is spent to the detriment of videogames • Uses without Internet connection: frequency and amount of use, connected to computer or console • Company: alone or with somebody else • Where • What: Sections • Uses with Internet connection: • Type of connection: (narrowband, wide band, cable / Ethernet • Likes/ Dislikes • Playing videogames online: level of satisfaction; barriers and drawbacks • Services used on the Internet

  5. U&A Indicators Phase (II) • Buying and / or renting videogames: • Level of satisfaction with current selection • Renting: • Level of satisfaction with the rental selection • Frequency of renting videogames • Buying after using a rented videogame: buying frequency and videogames most often rented and bought • Buying: • Most recently bought: type, how acquired (gift, purchase, copy, Internet download…) • When buying: Average cost • Place of purchase • Choosing videogames: • Most important features when choosing a videogame • Favourite videogame and reasons why

  6. U&A Indicators phase (III) • Budget and average amount spent on audiovisual entertainment: • They have an assigned budget: whether or not they are at liberty to use the budget • Estimated breakdown of expenses among the following items: videogames, music, video and DVD’s. • Equipment and its characteristics: • PC equipment • Console type • Internet

  7. 2 Methodology

  8. Sample group design Videogame users from 7 to 34 years old POPULATION Representative national sample of videogame users based on Omnibus results AREA Total number of interviews: 604 PC videogame players: 302 interviews Console videogame players: 302 interviews Children (7 to 13 years old): 138 interviews Adolescents and Adults (14 to 34 years old): 466 interviews SAMPLE GROUP • Total: ±4% with a reliability rate of 95,5% where p=q=0,5 • PC: ±5,66% with a reliability rate of 95,5% • Console: ±5,66% with a reliability rate of 95,5% MARGIN OF ERROR Semi-structured personal interview with questionnaire, lasting approximately 20 minutes. RESEARCH DESIGN

  9. Weighting: Data in the following report is weighted as follows: gender, age, city size, region and social class based on results obtained in the Omnibus study conducted by GfK for AdeSe in September 2004. NON-WEIGHTED DATA WEIGHTED DATA

  10. Significantly higher difference than the total; test t for Student, 95% reliability rate Significantly lower difference than the total; test t for Student, 95% reliability rate • Aspects to consider in the graphs: • All the graphs include a footnote indicating the unit of measure (percentages, average), the base and the question the data refers to. • Bases consisting of fewer than 80 cases are indicated with an asterisk (*) and therefore are considered to be small. The bases point towards trends. Bases consisting of fewer than 40 cases are indicated with two asterisks (**) and in this case we recommend not extracting any type of conclusion. They’re included for information purposes only. • The report highlights all significant differences from one segment in relation to the total sample, where:

  11. 3 Sample group description

  12. Socio-demographical description of the Sample Group (I)

  13. Socio-demographical description of the Sample Group (II) * Upper/Upper Middle: 18,4% Lower Middle/Lower: 18,8% * Only adults asked

  14. Socio-demographical description of the Sample Group (III)

  15. Socio-demographical description of the Sample Group (IV)

  16. 4 Habits of using videogames in general

  17. The videogame market 4.1

  18. Playing frequency PC CONSOLE PC Players: 74,7% CONSOLE Players: 72,0% More than 70% of the total sample play PC and Console videogames at least occasionally. Most of them (63,3% PC and 60,6% Console) play more than once per week. Unit: Percentages Base : Total Sample (n=604) Q.6. How often, on average, do you play videogames?

  19. Dual PlatformsGames shared between PC and Console PROFILE Conducted by highlighting socio-demographic aspects that stand out with regards to the total sample group: There is a larger percentage of ONLINE PLAYERS (54,1%) and UPPER / UPPER MIDDLE SOCIAL CLASS (38,4%) among Exclusive PC players. There are more 7-13 YEAR OLD CHILDREN (40,1%) among Exclusive Console players. Almost half of the sample group play using a PC or Console at least occasionally. 75,8% of the DUALS play using a PC more than once per week. Slightly more of the DUALS play using a CONSOLE more than once per week (79,3%). Unit: Percentages Base: Total Sample (n=604) *Transformation of sample data (n=604) into individuals (from data issued by the Spanish National Statistics office).

  20. What stands out in videogames? 4.2

  21. What first comes to mind when you think of videogames? Children: 28,9% Adults: 58,3% Children: 53,6% Adults: 40,3% Children: 10,1% Adults: 3,8% Unit: Percentages Base: Total Sample (n=604) Q.1 When talking about videogames, what first comes to your mind? What do you first think of when talking about videogames?

  22. What do you like the most about videogames? DIVERSION is what ADOLESCENTS / ADULTS like most about videogames (29%) when compared to CHILDREN (16%). AMUSEMENT (19%) is in first place among CHILDREN and ACTION (17%) is in second, much higher than adults. COMPETITION is liked more by EXCLUSIVE PC USERS (9%) and HEAVY USERS (15%) than other segments. The LOWER-MIDDLE/ LOWER social classes place more importance on PLAYING WITH FRIENDS/ OTHERS (10%). Average mentions: 1,6 Unit: Percentages Base: Total Sample (n=604) Q.2 What do you like the most about videogames in general?

  23. What do you like the least about videogames? PRICE is liked the least. ADOLESCENTS / ADULTS (25%) mention it the most, while CHILDREN don’t view it as an important barrier (5%). ADDICTION worries FEMALE PLAYERS the most (13%) along with ADOLESCENTS / ADULTS (10%). VIOLENCE (10%) is another aspect that WOMEN also like the least. People in the UPPER / UPPER MIDDLE social classes least like that fact that the games DON’T LAST LONG/ EASY (9%). Most CHILDREN (36%) answer NO DRAWBACK. Average mentions: 1,3 Unit: Percentages Base: Total Sample (n=604) Q3 And what do you like the least?

  24. 4.3 Habits of using videogames

  25. Evolution of playing videogames Current use compared to last year Reasons for playing more Reasons for playing less Units: Percentages Base: plays more (n=122) Units Percentages Base: plays less (n=155) Half of the sample group play videogames (either on PCs or Consoles) as often as a year ago. CHILDREN now play more (33%) and LIGHT PLAYERS play less (36,5%). Reasons why they play more include new games and new levels, and that they have fun playing. The biggest barrier for playing videogames is free time, either due to studies or work. Q.10 How often do you play videogames compared to a year ago? / Q.11a Why do you play more now? / Q.12a. Why do you play less now?

  26. Substituted activities for playing videogames more or less often Substituted activity Base: Has substituted or reduced another activity (n=28**) SUBSTITUTES ANOTHER ACTIVITY FOR VIDEOGAMES Base: Plays more videogames (n=122) Only two out of every ten players who play videogames more often this year than last year reduced other activities, mainly outdoor activities and studying. In the opposite case among those who play less often, five out of every 10 players increased other activities, mainly studying and social activities. In the area of changing habits, WOMEN stand out (73%). Increased activities Base: Has increased interest in other activities (n=81) SUBSTITUTES VIDEOGAMES FOR ANOTHER ACTIVITY Base: Plays fewer videogames (n=155) Units: Percentages Q.11b Have you given up or significantly decreased other forms of entertainment to play more PC videogames? / Q11c. Which ones? / Q12b. Did you give it up for another form of entertainment, or have you significantly increased leisurely activities when you reduced the time playing PC videogames? / Q12c. Which ones?

  27. Players based on their Frequency of Play HEAVY PLAYER: Plays videogames more than 4 hours per week LIGHT PLAYER: Plays videogames less than 1 hour per week MEDIUM PLAYER: Plays videogames between 1 and 4 hours per week CONSOLE PC There are more MEN (30,9%) and ADOLESCENTS/ ADULTS (30,1%) found among the HEAVY PLAYERS. On the contrary LIGHT PLAYERS are made up mostly of WOMEN (21,3%). There are more HEAVY USERS of PC videogames among players who also play ONLINE videogames (34,8%). LIGHT PLAYERS are most notably between 20-24 years old (31,4%).

  28. Average hours spent each time when playing videogames In one week LIGHT PLAYER MEDIUM PLAYER HEAVY PLAYER Average hours played: PC: 2,6 Console: 3,0 Unit: Percentage Base: PC players (n=302); Console players (n=302) Q.6 You told me earlier that you play…on a PC. Would you now tell me on a normal day during the week, from Monday to Friday, how many hours on average you play per day on a PC? / Q8. Would you tell me the same for a weekend, on Saturdays and Sundays, how many hours on average you play per day on a PC?

  29. How do players divide their time during the week and on weekends? AVERAGE HOURS PLAYED CONSOLE CONSOLE PLAYERS spend more time playing, especially on weekends. HEAVY and MEDIUM PLAYERS spend more time playing on weekends, and LIGHT PLAYERS play more often during the week. PC Unit: Average Base: PC players (n=302); Console players (n=302) Q.6 You told me earlier that you play…on a PC. Would you now tell me on a normal day during the week, from Monday to Friday, how many hours on average you play per day on a PC? / Q8. Would you tell me the same for a weekend, on Saturdays and Sundays, how many hours on average you play per day on a PC?

  30. Moments during the day for playing During the week Main Moment for Playing 25-34 years old: 49,7% Total Moments for Playing Children: 95,2% Adolescents/ Adults: 66,5% 25-34 years old: 79,4% Unit: Percentages Base : Play from Mon-Fri (n=479) P.7a From the moments shown on this card, when do you most often play on the Console / PC during the week, from Monday to Friday? / Q7b. And what other times do you also usually play on the Console / PC during the week, from Monday to Friday?

  31. Moments during the day for playing Weekends Main Moment for Playing Children: 34,2% 25-34 years old: 31,8% Total Moments for Playing Heavy: 9,6% Children: 49,1% 25-34 years old: 69% Unit: Percentages Base : Play on weekends (n=516) Q.9a From the moments shown on this card, when do you most often play on the Console / PC on weekends, Saturdays and Sundays? / Q9b. And what other times do you also usually play on the Console / PC on weekends, Saturdays and Sundays?

  32. Habits of Use PLACE WHERE THEY USUALLY PLAY • WHO THEY USUALLY PLAY WITH Base: PC (n=302); Console (n=302) Base: Total Sample (n=604) They Play Online: 10,9% 4,8% Dual: 75,4% Men: 72,8% VIDEOGAME EXCHANGE Unit: Percentages Base: Total sample (n=604) Q.13 And now think of when you play videogames on a PC. Who do you usually play with? / Q 14. Where do you usually play? / Q44. Do you usually exchange videogames for PC’s with your family, friends, etc…?

  33. 4.4 What is their Relevant Set of themes?

  34. Themes played in the last year The four most played themes in the last few years are in this order: ACTION, ADVENTURE, CARS/ RACING and SPORTS. ONLINE PLAYERS stand out from other segments in that they significantly play more STRATEGY, SIMULATION AND ROLE games. There isn’t a significant difference in terms of the Total sample based on the type of platform. Men: 62,7% Online Games: 64,9% Online Games: 30,5% Online Games: 34,1% Women: 26,9% Children: 26,8% DK/DA: 0,1% Unit: Percentages Base: Total sample (n=604) Q.15 We have been talking about the use of videogames, now we’re going to focus on the types of videogames that exist. What types of videogames have you played in the last year?

  35. Themes played in the last yearBased on Platform Men: 66,6% 58,5% Online Games: 67,5% Online Games: 34,7% Children: 23,5% Unit: Percentages Base: PC Players (n=302); Console Players (n=302) Q.15 We have been talking about the use of videogames, now we’re going to focus on the types of videogames that exist. What types of videogames have you played in the last year?

  36. Game duality of various themes Unit: Percentages Q.15 We have been talking about the use of videogames, now we’re going to focus on the types of videogames that exist. What types of videogames have you played in the last year?

  37. Who are the players of the various themes and what are they like?

  38. Most frequent Mayor intensidad · · · Plataforma Platform Plataforma · · · Mujer Women Mujer · · · · · · 11 - 13 años 11 - 13 años 11 - 13 years old · · · · · · Consola Console Consola · · · 17 - 19 años 17 – 19 years old 17 - 19 años Heavy Heavy Heavy · · · Lucha Lucha Fighting · · · · · · Aventuras Aventuras Adventure · · · Simulation Simulación Simulación Shooting Disparos Disparos Acción Action Acción · · · Reflection Reflexi ó n Adrenalina Adrenaline 25 - 34 años 25 - 34 años 25 - 34 years old · · · · · · · · · Medium Medium Medium · · · · · · Varios Various Varios 14 - 16 años 14 - 16 años 14 - 16 years old Men Hombre Hombre Cars Coches Coches / Racing / Carreras / Carreras · · · · · · · · · Estrategia Strategy Estrategia Sports Deportes Deportes · · · 20 - 24 años 20 - 24 años 20 – 24 years old PC PC PC · · · · · · Rol Role Play Rol Light Light Light Least frequent Menor intensidad Who are the players of the various themes and what are they like?

  39. Themes played in the last year and frequency of play SPORTS videogames are played most often: More than half of SPORTS players play more than 3 days per week. SIMULATION videogames are the least played (39%, less than once per week). Unit: Percentages Base: Themes played in the last year Q.16 And how often do you play……?

  40. Favourite themes Men: 29,3% SPORTS videogames are preferred especially by MEN. In terms of preference, ACTION and ADVENTURE games are ranked next. ADVENTURE games are particularly enjoyed by WOMEN and ONLINE PLAYERS. There isn’t a significant difference based on platform. Women: 24,3% Light Players: 34,0% Online Games: 23,2% Children: 5,8% DK/DA: 1,4% Unit: Percentages Base: Total sample (n=604) Q.17 What would you say your favourite type of videogame is - the one you like the most?

  41. Favourite themesBased on platform Women: 5,6% 4,2% Women: 7,4% Women: 26,6% Women: 14,4% Women: 10,3% Unit: Percentages Base: PC Players (n=302); Console Players (n=302) Q.17 What would you say your favourite type of videogame is - the one you like the most?

  42. Rejected themes 14% would play with all videogame themes that exist. Of the games mentioned by some, they would normally play with one or two types of videogames. The most rejected games are KID’S, ROLE PLAY and EROTIC. WOMEN reject videogames with SHOOTING and FIGHTING as themes. Women: 23,5% 20,7% Upper/ Upper Middle Social Class: 11,0% DK/DA: 11,9% Average Mentions: 1,7 Unit: Percentages Base: Total sample (n=604) Q.18 From the types of videogames you told me you HAVEN’T played during the past year, which one or ones would you never play?

  43. Giving up themes and reasons Due to age More than half of the sample group hasn’t given up playing any given videogame theme. The main reasons for giving up playing one of the themes are: They’re boring Due to age Prefer others Complicated/ your reach a level you can’t pass DK/DA: 15,0% Unit: Percentages Base: Total sample (n=604) Q.19 .What type of videogames did you play quite often in the past and now have stopped playing? / Q.20 Why?

  44. Relevant Set (I) Unit: Percentages Base: Total sample (n=604) Q.15 What types of PC videogames have you played in the last year?/ Q.17 What would you say your favourite type of videogame is - the one you like the most? Q.18 Which one or ones would you never play? / Q.19 .What type of videogames did you play quite often in the past and now have stopped playing?

  45. Relevant Set (II) Unit: Percentages Base: Total sample (n=604) Q.15 What types of PC videogames have you played in the last year?/ Q.17 What would you say your favourite type of videogame is - the one you like the most? Q.18 Which one or ones would you never play? / Q.19 .What type of videogames did you play quite often in the past and now have stopped playing?

  46. 4.5 Favourite videogame titles and Key Drivers for Choosing

  47. Favourite videogame titles Men: 16,3% Favourite titles for videogames is very scattered, having mentioned very many titles. Titles that stand out include the SIMS as a favourite game for PC players. CONSOLE players have several favourite games in the following order: FIFA FOOTBALL, GTA, PES. The SIMS is clearly the favourite game among WOMEN, while MEN prefer FOOTBALL games. Men: 8,1% Women: 24,4% Unit: Percentages above 1,5% Base : PC Players (n=302); Console Players (n=302) P.21. What’s your preferred or favourite PC / Console game?

  48. Preference and reasons Reasons for preference appear for the 4 favourite titles. However, the same can’t be said of other videogames due to the lack of existing statistics for each title.

  49. Importance in Choosing a videogame AVERAGE 7.7 Children: 21,1% 7.7 7.6 Online: 80,6% Light: 22,3% 7.1 7.1 6.8 Upper SC: 63,9% 6.8 6.3 6.1 Upper SC: 57,4% 6.1 6.0 Online: 63,8% 4.6 Light: 55,8% 4.6 4.6 Unit: Percentages Base: Total sample (n=604) Q.23 When choosing a PC game, tell me how important or unimportant each of the following features are. For each one, use a scale from 1 to 10, where 0 represents “Not important”, and 10 is very important, using average scoring to clarify your opinion.

  50. Importance in Choosing a videogameBased on platform T3B Console PC 81,4 72,2 74,3 78,0 71,2 72,4 25-34: 53,1% Online: 80,1% 70,0 61,3 25-34: 51,9% 68,4 58,3 63,4 64,9 63,8 60,1 53,3 43,9 52,8 53,6 53,3 40,5 UPPER: 54,4% 50,7 50,7 31,1 29,3 26,7 30,0 27,7 37,2 Online: 65,9% Unit: Averages and Percentages Base : PC Players (n=302); Console Players (n=302) Q.23 When choosing a PC game, tell me how important or unimportant each of the following features are. For each one, use a scale from 1 to 10, where 0 represents “Not important”, and 10 is very important, using average scoring to clarify your opinion.