#GamingResearch France April 2017 @sourenian, David Sourenian Head of Market Insight & Analytics - Continental Europe
Goals 1 2 3 Understand the values, motivations, aspirations, and needs of Gamers in France Explore the role that social media plays in the lives of Gamers, and how Twitter fits into the landscape Identify opportunities for brand advertisers to reach Gamers through Twitter
Methodology Lightspeed Research @LightspeedGMI Targets : 704 French Internet users, and 735 Twitter French users Field: December 2016 - January 2017 Sampling: representative on gender, age & usage freq. Publication : April 2017 41 68 8:48 PM 15 April 2017
Users Profiling Younger, more affluent, more mobile and more influentials
Twitter s audience in France Male / Female Balanced 1 in 2 users have between 25 & 49 y.o. (47%) Over representing Affluents (CSP+ in French) Twitter FR Online pop. FR 54% Male 46% Female 15-24 25-34 35-49 14% 16% 20% 20% 27% 28% 34% of French Twitter users vs. 29% of French online pop. 50-64 10% 65+ 16% 23% 26% Among users aged 25 to 49 y.o.: 48% Affluents (CSP+) Source Médiamétrie/Nielsen Internet PC/Mobile/Tablet Audience in France, June 2016
Mobile & Video 84% Using Twitter on Mobile 93% of video views are on Mobile Source Twitter Internal, June 2016
Attitude specificities 100% Online pop. FR Twitter FR 90% 80% 70% 60% 50% 40% 30% In a group, I like to give my point of view I'm keeping a good part of my time for leisure I feel confident about the future I like to be connected all the times People often ask my opinion about purchases I tend to consider myself as a bold person Professional accomplishment is essential for me Source Research Now Users Twitter France, June 2016 I like to stand out of the crowd Other's opinion about me matters to me I like to be among the 1st buyers of new product
Introducing Gamers and analyzing discrepancies according to Twitter usage
Gamers are strongly over-indexing amongst Twitter users 59% 52% vs. 44% of online pop. Of Twitter users playing games on mobile/tablet apps vs. 36% of online pop Of Twitter users playing games on home console Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
Over-indexing on all platforms Twitter Users Online pop. Smartphone - Tablet via apps 44% 59% Home console (PlayStation, Xbox, Wii,...) PC or laptop - Netbook 36% 38% 52% 50% 87% vs. 72% At least on 1 of these platforms Portable Console (Nintendo DS, PSP,...) 15% 26% Smartphone - Tablet via browser (non-apps environment) 11% 21% 20% 40% 60% 80% Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
Gaming is also a strong area of interest 59% vs. 41% of online pop. Like to keep up to date with the latest news about gaming 57% vs. 36% of online pop. Like to talk about gaming with friends, family, colleagues Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
Over-indexing is consistent across targets So Twitter users are not only over-indexing on gaming because of their gender & age structure TOTAL Women Men 15-24 y.o. 25-34 y.o. 35-49 y.o. 50-64 y.o. @ @ @ @ @ @ @ Smartphone/tablet app 59% 44% 63% 44% 56% 43% 68% 65% 64% 46% 58% 44% 28% 22% Home Console 52% 36% 50% 30% 53% 43% 58% 58% 58% 41% 49% 36% 28% 13% PC, laptop, netbook 50% 38% 46% 32% 53% 45% 51% 50% 47% 27% 50% 38% 52% 36% Portable console 26% 15% 27% 15% 25% 16% 30% 25% 33% 20% 22% 13% 11% 5% Keep up to date w/ gaming news 59% 41% 52% 29% 64% 52% 57% 49% 63% 42% 61% 39% 52% 52% Talk about gaming 57% 36% 47% 22% 64% 49% 63% 53% 57% 36% 56% 35% 38% 47% Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
Twitter users are more gaming early adopters & influencers 51% vs. 33% of online pop. Friends-family often ask for their opinion before buying a game 46% vs. 31% of online pop. Like to be one of the 1st to buy games Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
Gaming U&A* and how they are more significant with Gamers that are Twitter users * Usages and Attitudes
Playing frequency Console gamers on Twitter are playing more often Every day 3-4 times /week Once or twice /week Internautes France Ut. 13% Twitter France 35% 17% 22% 31% 48% 25% 25% 2-3 times /month 22% 17% Once a month or less 18% Total console Gamers 10% Twitter console gamers Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
Types of games played Twitter Gamers are more likely to play games in almost all categories Twitter Users & Gamers Gamers Mobile app gaming (ex: Angry birds, Clash of clans, CandyCrush Saga...) Patience game - Puzzles (ex: Klondike, Tetris, CandyCrush,...) Action-Adventure (ex: Assassin's Creed, God of Wad, Uncharted) Games available on social networks (Candy crush in Facebook...) Sports (ex: Madden NFL, FIFA, etc.) Platform (ex: Super Mario,...) Racing (ex: Gran Tourismo, Need for Speed, etc.) Open World (ex: GTA, Red Dead Redemption, etc.) Wargames (ex: Halo, Call of Duty, Gears of War, etc.) Role playing game - RPG (ex: Final Fantasy, Skyrim, Witcher, Dragon Age, Dark Souls, etc.) Group-Party games (ex: Wii Sports, Mario Party, etc.) Fighting (ex: Street Fighter, Tekken, Dead or Alive, etc.) Strategy - Real time Strategy (ex: Warcraft, Civilization, Command & Conquer, etc.) Coaching (ex: Wii Fit, Brain training, Dr Kawashima...) Musical (ex: Singstar, Guitar Hero, etc.) Multiplayer online battle arena (MOBA) (ex: League of Legends, DOTA, etc.) Hack 'n' slash - Dungeon crawling (ex: Diablo, Torch Light, etc.) 10% 20% 30% 40% Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
Twitter users are more likely to use all types of devices for gaming purposes Consoles Smartphones Tablets 100% 75% 50% 25% Sony - PlayStation (PS2, PS3, PS4...) Nintendo - Wii (Wii, Wii U) Microsoft - Xbox (One, 360,...) Nintendo (DS, 3DS, 3DS XL...) Sony (PSP, PS Vista,...) Samsung - Galaxy Apple - iphone Sony - Xperia Microsoft - Windowsphone - Lumia Samsung - Galaxy Tab Apple - ipad Microsoft - Surface Google - Nexus Amazon - Kindle Fire Twitter Users & Gamers Gamers Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
They purchase more console games Number of console/computer games purchased per year Twitter Users & Gamers Gamers 5.4 vs. 3.6 More than 10 games 5% 11% Purchased games on average per year (console or computer) 6 to 10 games 7% 11% 1 to 5 games 63% 62% 20% 40% 60% 80% Source Lightspeed Gaming on Twitter December 2016 Bases: Use console/computer games - 405 Gamers & 525 Gamers users of Twitter France
They spend more Yearly budget for video games (excluding smartphone/tablets) Twitter Users & Gamers Gamers More than 100 28% 18% 18% 21 to 50 16% 7% 9% 10% 20% 141 vs. 95 spent yearly (on av.) on console or computer games 21% 51 to 100 1 to 20 37% 30% 40% Source Lightspeed Gaming on Twitter December 2016 Bases: Use console/ computer games - 405 Gamers & 525 Gamers users of Twitter France
They download more app games Number of games downloaded on smartphones / tablets Twitter Users & Gamers Gamers 9.1 vs. 6.0 More than 10 games 9% 17% Downloaded games on average per year (on smartphones or tablets) 6 to 10 games 16% 21% 1 to 5 games 54% 65% 20% 40% 60% 80% Source Lightspeed Gaming on Twitter December 2016 Bases: Use smartphone gaming apps - 341 Gamers & 494 Gamers users of Twitter France
They spend more Yearly budget for app games (smartphone/tablets) Twitter Users & Gamers Gamers More than 50 3% 7% 17 vs. 9 21 to 50 5% 6% spent yearly (on av.) on gaming apps on smartphone/tablets 1 to 20 11% 20% 10% 20% 30% Source Lightspeed Gaming on Twitter December 2016 Bases: Use smartphone gaming apps - 341 Gamers & 494 Gamers users of Twitter France
They are more keen to experiment VR 53% vs. 38% of gamers of Gamers using Twitter think that Virtual Reality will make them play more video games in the future 32% vs. 20% of gamers Thinks Virtual Reality is revolutionary and is the future of gaming (38% think it will complement current video gaming experience and 17% think it doesn t really compete) Source Lightspeed Gaming on Twitter December 2016 Bases: 507 Gamers & 642 Gamers users of Twitter France
They are also more likely to consume and participate in e-gaming 50% vs. 34% of gamers of Gamers using Twitter are interested in watching e-gaming competitions 40% vs. 26% of gamers Interested in participating in e-gaming competitions Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
Twitter s added value for Gamers
#1 : Discover & gather useful information The freshness & relevance of information on games and related products is appreciated 62% Discovering new games to play 61% Getting information about consoles/ accessories to buy Source Lightspeed Gaming on Twitter December 2016 Base : 642 Gamers users of Twitter France Score: sum 7 to 10 (out of 0 to 10 rating scale)
#2 : Being part of a community Twitter enables Gamers to discuss, share, recommend and network 65% Sharing videos (clips, tutorials...) of video games 59% Recommending a game to your network 59% Feeling part of a community Source Lightspeed Gaming on Twitter December 2016 Base : 642 Gamers users of Twitter France Score: sum 7 to 10 (out of 0 to 10 rating scale)
#3 : Getting advices on games Watching and sharing tutorials and tips on gameplay 52% 64% 52% 61% Watching video tutorials of video games Getting advice and responses from other players Source Lightspeed Gaming on Twitter December 2016 Base : 642 Gamers users of Twitter France Score: sum 7 to 10 (out of 0 to 10 rating scale)
#4 : Engage with gaming brands 60% Following brands-manufacturers-publishers of video games 58% Getting advice and responses from video games publishers-brands Source Lightspeed Gaming on Twitter December 2016 Base : 642 Gamers users of Twitter France Score: sum 7 to 10 (out of 0 to 10 rating scale)
+++ Discovery, video & recommendation +++ 7 6.9 6.8 6.7 6.6 6.5 6.4 Relevance of Twitter expressed by Twitter Users & gamers Finding new games to play Sharing videos Watching videos Recommending a game Discussing games Following brands/manufacturers/publishers Reading opinions from other gamers Expert advices/tips Following expert gamers Advices/responses from other players Info on accessories Info/news about the video games market Tips on games Sharing videos clips of you playing games Info on consoles/accessories Gaming community Sharing your opinion Advices/responses from publishers/brands Finding discounts/promotions Guides Participating in a contest/challenge Videos of other gamers competing Playing a game with your gamer network Infos on products to buy 6.3 3.2 3.4 3.6 3.8 4 4.2 4.4 4.6 4.8 5 5.2 5.4 5.6 Source Lightspeed Gaming on Twitter December 2016 Bases: 507 Gamers & 642 Gamers users of Twitter France Importance of criteria expressed by gamers
Addressing gamers how and when to communicate towards Gamers on Twitter
Through online videos Video plays a crucial role in their experience and in sharing with the community Twitter Users & Gamers Gamers 78%60% Watching video game trailers and tip videos 55% 33% Sharing video game trailers 75% Watching tutorials Sharing tutorials and tip videos and tip videos 59% 31% 54% Source Lightspeed Gaming on Twitter December 2016 Bases: 507 Gamers & 642 Gamers users of Twitter France
Through online videos whether they deal with trailers, tutorials, gaming sequences, or live streams Twitter Users & Gamers Gamers 69% 46% Watching videos of best gaming sequences 53% 31% Sharing videos of best gaming sequences 64% 40% Watching live streams of gamers playingcompeting 52% 30% Sharing live streams of them/ others playing-competing Source Lightspeed Gaming on Twitter December 2016 Bases: 507 Gamers & 642 Gamers users of Twitter France
Gaming moments for Twitter users From noon till midnight on week-ends, and a peak in the evening on weekdays Week days Week-ends 5 a.m. to 6 a.m. 6 a.m. to 7 a.m. 7 a.m. to 8 a.m. 8 a.m. to 9 a.m. 9 a.m. to 10 a.m. 10 a.m. to 11 a.m. 11 a.m. to 12 p.m. 12 p.m. to 1 p.m. 1 p.m. to 2 p.m. 2 p.m. to 3 p.m. 3 p.m. to 4 p.m. 4 p.m. to 5 p.m. 5 p.m. to 6 p.m. 6 p.m. to 7 p.m. 7 p.m. to 8 p.m. 8 p.m. to 9 p.m. 9 p.m. to 10 p.m. 10 p.m. to 11 p.m. 11 p.m. to 12 a.m. 12 a.m. to 1 a.m. 1 a.m. to 2 a.m. 2 a.m. to 3 a.m. 3 a.m. to 4 a.m. 4 a.m. to 5 a.m. Source Lightspeed Gaming on Twitter December 2016 Bases: 642 Gamers users of Twitter France
Expected content related to gaming Tutorials, tests and downloads are considered to be content/services of interest Tips on games Video game trials Xbox FR @XboxFR Downloads for new online games Discounts for a video game purchase Latest news about games - upcoming game releases Trailers of video games Meet other gamers Online help on games Accessories Products-merchandises Sneak previews before releases of video games Live video streaming of gamers playing Articles-news about latest innovations 10% 20% 30% 40% Don t know which one could we help you to choose? for the Storm Grey or for the Deep Blue #XboxOneS msfr.so/ ljbujl 196 357 7:00 PM 3 Oct 2016 Source Lightspeed Gaming on Twitter December 2016 Base : 642 Gamers users of Twitter France
Conclusion 1 Twitter users are strongly over-indexing on every kind of gaming consumption: both products & content 2 They are more frequent gamers, are having more devices and are spending more on it 3 They are more likely to be early adopters and influentials on gaming 4 They love Twitter for discovery, recommendation, sharing tips and game plays, engage with brands 5 They are expecting brands to diffuse trailers/videos, answer their questions, give valuable information Source Lightspeed Gaming on Twitter December 2016 Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
#Thanks