P2P and Gaming Insights from Harris Interactive

Transcription

1 P2P and Gaming Insights from Harris Interactive P2P Summit at CES January 6, 2010

2 Agenda Overview of Harris Interactive Where is gaming today? A Teen perspective Emerging platforms for gaming and P2P Conclusions and Implications Q& A 2

3 Harris Interactive: A full service market research firm

4 ...with Solutions designed to meet our clients business needs

5 Research Methodology Harris Interactive fielded a study from October 15 19, 2009 via its QuickQuery SM online omnibus service Interviewed a nationwide sample of 2,504 U.S. adults aged 18 years and older, 1,361 of which ever play video games. Data were weighted to be representative of the total U.S. adult population. Data for questions related to online use or behaviors were weighted specifically to the respective online populations.. 5

6 Familiarity with P2P file exchange % Fairly/Very/Extremely Familiar Overall familiarity of P2P is still low...but 31% 36% 25% as with many new technologies Video game files or Videos/Movie files Music files applications adoption starts with 52% the younger end of 43% 45% 37% 37% 30% the market 27% 19% 22% 17% 11% 16% Q5325 How familiar are you with uploading or downloading each of the following types of files online using P2P software (as described above)? Base: U.S. Respondents (n=2504) Video game files or applications Videos/Movie files Music files 6

7 Reasons People Use P2P content, content, content Share content with others 7% Three quarters of P2P users are getting content they Discover would otherwise Get content new content without 31% have had to pay for paying 25% Q927 What would you say has been the main reason you used a P2P file Access content that is otherwise unavailable 26% sharing application? 6% Base: P2P (n=348) 7

8 Market sees potential in quality of P2P software P2P software is more cutting edge P2P Software is not 13% than other software. seen as risky or crude... P2P software is comparable to 49% other software. P2P software is far behind other software. 3% Q5330 Please indicate which of the following statements you feel best describes the state of P2P software. None of these 35% Base: Familiar With Uploading/Downloading At Least Type Of File Online Using P2p Software (n=1450) 8

9 Market interest P2P cloud computing is still limited Will stronger value propositions change this? Extremely interested Very interested Fairly interested 5% 6% 16% Top 2: 11% Q5320 How interested would you be in installing this application on your computer to play video games? Base: Computer Gamer (n=1060) Somewhat 23% interested Bottom 2: Not at all interested 50% 73% 9

10 Typical video games consumers play Sports and Strategy/Simulation gamescontinue to drive the market Sports Strategy and simulation games First person shooter Music 22% 22% 17% 17% Massively multiplayer online games 8% Q5305 On another subject Which of the following types of video games, if any, do you typically play? Please select all that apply. Base: U.S. Respondents (n=2504) Other type(s) of video games 26% I do not ever play video games 45% 10

11 Top devices used for playing video games Computer Console system Computer and console dominate the Hand held system 29% gaming market Mobile phone/smartphone 28% 64% 75% Oh Other hand held/mobile hld/ device 7% Q5310 Which of the following devices, if any, do you personally own and use to play video games? Please select all that apply. Base: Ever Play Video Games (n=1361) Other None 2% 4% 11

12 Devices used for multi player and online gaming g Computer dominates massively multiplayer online gaming Console (n=881) Computer (n=1038) Mobile phone (n=391) Hand held (n=402) First person shooter 76% 41% 11% 29% Sports 71% 17% 15% 36% Music 70% 11% 15% 24% Strategy and simulation games 38% 60% 16% 42% Massively multiplayer online games 39% 77% 13% 20% Other type(s) of video games 44% 50% 25% 49% Q5315 In which of the following ways, if any, do you play the following type(s) of video games with or against others via an online or networked platform? Please select all that apply in each row. Base: Ever Play Video Games And Own/Use Specified Device 12

13 Three platforms will generate growth for mobile gaming g Smartphone Netbook/mini PC Laptop/Notebook As a calculator 35% 51% 14% 27% 40% 33% 20% 50% 30% As an alarm clock 40% 41% 19% 31% 14% 56% 6% 8% 86% Bluetooth interface 35% 31% 33% 27% 31% 43% 9% 18% 73% Internet browsing/surfing 49% 38% 14% 59% 32% 9% 77% 18% 5% Playing games 25% 45% 31% 33% 32% 35% 32% 45% 23% Playing/downloading g music 27% 33% 41% 30% 33% 37% 29% 36% 35% Streaming music 16% 29% 55% 30% 33% 37% 21% 37% 42% Viewing/downloading movies/video 17% 30% 52% 32% 27% 41% 26% 39% 35% Viewing/Editing photos 27% 45% 28% 34% 34% 32% 38% 43% 19% Managing my finances 13% 24% 62% 39% 27% 34% 40% 29% 31% Use all the time Use occasionally Never use Q720Q825/Q910 [Device] offer a wide variety of applications and functions. How often do you use your primary [device] for each of the following? Base: Own Smartphone (n=583), Netbook/mini PC (n=199), Laptop/Notebook (n=2047) 13

14 Today s teen segments for mobile phone gamingg A third of teens already play ygames on their phone...half might play in the future...and a quarter never will Q901 How many hours a week do your play games on your (cell phone/smartphone)? Q915 If cost were not a factor, which of the following would influence you to play more games on your phone 24% 31% Those that play 45% Those that might play Those that never will 14

15 Factors that would influence teens to play more mobile games A better game selection 51% Games already on my phone Better graphics The key is game availability...but handset Faster/smoother game play 36% capabilities are a A larger screen 35% close second 20% Better controls 40% 38% More memory 20% Q915 If cost were not a factor, which of the following would influence you to play more games on your phone Touchscreen controls Physical buttons controls Separate/Detachable 4% 6% 15% Q915 If cost were not a factor, which of the following would influence you to play more games on your phone? (n=1639) 15

16 Ml Males value selection and performance Females value convenience Females Males A Better Game Selection 22% Games Already on My Phone 18% Better Graphics 11% Faster/Smoother Game Play 10% Q915 If cost were not a factor, which of the following would influence you to play more games on your phone? (n=1639) 16

17 Two Ideas to Jumpstart Teen Mobile Gaming Linking the living room vs. mobile Wii 47% Almost half of teens who play video games now would love to be able to transfer games to their handheld 31% Other ideas: Mobile gaming could tap other unique strengths linking games to location based services, social networking, cityscape and street gaming I love it, 27% Best idea ever, 20% I love it, 21% Best idea ever, 10% Ability to pause and transfer game to cell phone Ability to move phone for game interaction Q920 What do you think about the ability to move your phone to interact with a game you are playing on your cell phone? (n=1521) Q925 How would you like it if you could pause the game, transfer it over to your cell phone and pick up right where you left off in the game on your cell phone? (n=1393) 17

18 Conclusions and Implications The future of P2P and gaming looks bright: Three mobile platforms to grow on Increasing network performance Demand for new content and user experience Game developers must support multiple l platforms ltf with the user experience and game performance customized for each platform. P2P is well position to enable Massively Multi player Online Gaming by eliminating limitations of the client server model cost of server deployment, scalability, single point of failure. 18

19 Thanks for Attending Q & A Mike Saxon Senior Vice President, Technology Research (201) msaxon@harrisinteractive.com 19