GAMES AND GAMING MAY 214
8 of students have a console in their home 2.6 Million students 44 More likely to have a console
Xbox36 Nintendo Wii Any Nintendo DS Nintendo DS Sony Playstation 3 Sony Playstation 2 Don't Have/Not Bought Game Boy Advance Game Boy Sony Playstation Sony PSP/Sony PSP Go Others Nintendo 3ds Xbox Xbox One Sony Playstation 4 Sony Playstation Vita Nintendo Wii U CONSOLES OWNED XBOX HAS TRADITIONALLY DOMINATED AMONGST STUDENTS 37 36 5 31 29 26 4 22 19 17 11 1 1 7 6 5 4 1 1 1 Amongst students, PS3 s trail behind Xbox 36, the Wii, and other Nintendo DS range handheld consoles. Over a quarter still own a ps3 however. Source: TGI GB 214 Q2
CONSOLES OWNED MALE MALES ARE MORE XBOX BIASED 48 Col 5 37 36 4 27 26 26 18 15 15 12 11 1 7 6 4 2 2 1 Source: TGI GB 214 Q2
CONSOLES OWNED FEMALE 37 34 FEMALES PREFER NINTENDO CONSOLES 31 26 24 Col 4 18 16 15 11 1 8 5 3 3 1 1 1 Source: TGI GB 214 Q2
CURRENT GENERATION PURCHASE INTENTIONS BUT THIS MAY BE SET TO CHANGE.. Gamers in the student market seem to have tipped the scales in favour of Sony s PlayStation 4 Source: The student room
LAST 12 MONTHS BOUGHT GAMES FOR STUDENTS BUY FOR BOTH CONSOLE AND PC 3 25 19 19 7 7 5 3 3 3 Not Bought Xbox36 PC Games Sony Playstation 3 Sony Nintendo Wii Any Nintendo Nintendo 3ds Xbox One Sony Playstation 4 DS Playstation 2 Students over-index across the board for games bought for all still-relevant gaming platforms, including PCs. 3 however, have not bought any games in the last 12 months. Source: TGI GB 214 Q2
Grand Theft Auto 5 Call Of Duty: Black Ops 2 Fifa 13 Assassin's Creed 3 The Elder Scrolls V: Skyrim Battlefield 3 Fifa 14 Assassin's Creed 4 Just Dance 4 Bioshock Infinite World Of Warcraft Mass Effect 3 Gran Turismo 5 Final Fantasy Xiii-2 Battlefield 4 Football Manager 213 Fifa Street Forza Motorsport 4 Football Manager 214 Dance Central 3 Fable: The Journey Zumba Fitmess Kinect: Your Shape GAMES PURCHASED 2 16 13 11 9 8 8 8 6 4 4 3 3 3 2 2 2 2 2 1 1 1 One in 5 students have bought the new grand theft auto, and similarly high-numbers have bought Call of Duty, Fifa, and Assassins creed. Student s over-indexes on fantasy games such as Skyrim, World of Warcraft, and Final fantasy Source: TGI GB 214 Q2
Yearly Console Game expenditure STUDENTS ARE MORE LIKELY TO SPEND MORE THAN 5 ON CONSOLE GAMES A YEAR 23 14 11 9 3 Nothing Under 5 5-99 -199-299 1-499 5 Or Over Students are less likely to spend nothing on console games. Students over index on all spend bands except Under 5, suggesting most students bought at least 2 games. Source: TGI GB 214 Q2
Yearly PC Game expenditure PC GAME SPEND HIS HIGH AMONGST THE LAPTOP-TOTING STUDENT AUDIENCE 28 12 Nothing Under 5 3 5-99 2-199 -299-499 5 Or Over PC gaming is less popular than console gaming amongst students, but despite easier methods of piracy, they out-spend the general population for PC games. Source: TGI GB 214 Q2
GAME TYPES BOUGHT IN LAST YEAR 3 STUDENTS BUY ACTION-PACKED GAMES 4 25 16 13 12 12 11 8 7 6 5 3 3 1 Students show a similar gaming preference to the general population, but curiously over-index on simulator, strategy and roleplaying games. Source: TGI GB 214 Q2
How they purchase games STUDENTS STILL FAVOUR PHYSICAL COPIES 42 3 14 7 2 In Shops Online (Excluding Downloads) Downloaded Full Game Downloaded Additional Game Content Mail Order Most students still prefer buying games in-store, or ordering copies to be delivered. This aversion to digital copies does not extend to downloaded additional contend, i.e. DLCs Source: TGI GB 214 Q2
WHERE THEY PURCHASE GAMES GAME AND AMAZON DOMINATE 27 26 15 1 9 9 7 7 6 6 5 4 3 2 1 Game and amazon hold dominant positions among students, likely due to their exclusive deals and special promotions. Students show the greatest index for HMV, being more than twice as likely to buy games there. Source: TGI GB 214 Q2
When students game 7 6 STUDENTS GAME MOST DURING THE AFTERNOON AND EARLY-EVENING 35 5 25 4 3 15 2 1 5 6: 7: 8: 9: 11: 13: 15: 17: 19: 21: 23: Students do most of their gaming between 9am and 9pm, and are disproportionally likely to game during the afternoon. Interestingly, they exhibit a 3pm dip. Source: TGI GB 214 Q2
Hours spend gaming (Per week) STUDENTS GAME 6 HOURS A WEEK ON AVERAGE 23 14 12 12 7 6 None Up To 2 Hours 2-4 Hours 5-9 Hours 1-14 Hours 15+ Students over-index for almost all levels of gaming, being more than twice as likely to spend between 2 and 9 hours a week gaming, with the average weekly gaming time being 6.2 hours. Source: TGI GB 214 Q2
Hours spend online gaming (Per week) MOST OF STUDENT GAMING IS VIA THE INTERNET 4 39 11 8 7 2 3 None Up To 2 Hours 2-4 Hours 5-9 Hours 1-14 Hours 15+ Online gaming is popular among students, who are twice as likely to game online than the UK population. Mean hours online gaming is 6.1 hours, with students gaming with friends and peers over the web. Source: TGI GB 214 Q2
Gaming accessories own ACCESSORIES ARE MAINLY USED FOR SOCIAL GAMING 28 2 15 11 11 9 9 5 5 4 2 Additional Controllers Headset Wii Balance Board Microphone Kinect (For Xbox36) Guitar Wheel Wii Motion Plus Other Playstation Move Gun/Rifle Mostly buying Additional controllers for local multiplayer, or headsets and microphones, for online gaming, social gaming is the main motivation for purchasing gaming accessories. Source: TGI GB 214 Q2
Yearly Gaming accessory expenditure GAMING GEAR IS WORTH PAYING MORE FOR 31 4 12 3 2 Nothing Under 5 5-99 -199-299 -499 5 Or Over Students are 3 times as likely to spend between and on gaming accessories, such as headsets, microphones, and additional controllers. Source: TGI GB 214 Q2
Talking about gaming FOR ⅔ GAMING IS A BIG TALKING POINT 35 25 18 21 None 1 Or 2 People A Few Friends And Family Many Different People Over 2 thirds of students talk about gaming. Students are more likely to talk about gaming casually, and are over twice as likely to talk to multiple different people about gaming and gaming products Source: TGI GB 214 Q2
Gaming knowledge STUDENTS ARE GAMING EXPERTS 4 21 2 14 7 A Large Amount A Moderate Amount A Small Amount Very Little Or None At All Students are 3 times more likely than the UK population to know A large amount about gaming. Only 7 of students know Very little or none at all about gaming. Source: TGI GB 214 Q2
Likelihood to convince others about gaming/gaming products STUDENTS ARE GAMING AMBASSADORS 4 2 19 13 6 5 Very Likely Quite Likely Neither Likely Nor Unlikely Quite Unlikely Very Unlikely Students are 3 times more likely than the UK population to know be very likely to convince others about gaming. Over a 3 rd of students are likely gaming advocates. Source: TGI GB 214 Q2
STATEMENTS Quality Of Human Contact Has Been Improved Through Technology 37, : 139 I Try To Keep Up With Developments In Technology 48, : 124 It's Important My Household Is Equipped With Latest Technology 34, : 167 I Wait Until Technology Becomes Cheaper Before Considering A Purchase 55, : 96
ELECTRONIC ENTRAINMENT IS A KEY TALKING POINT FOR STUDENTS Talked about by Students Student Affinity vs All Adults Mobile Phones 68 Alcoholic Drinks 129 Alcoholic Drinks 62 Toiletries & Cosmetics 124 Clothes & Accessories 59 Mobile Phones 121 Computers & Computer 59 Computers & Computer 118 Toiletries & Cosmetics 55 Clothes & Accessories 115 TV/Audio & Visual Equipment 49 TV/Audio & Visual Equipment 14 Cars 49 Financial Services 13 Financial Services 43 Cars Pharmaceutical & Chemist 39 Household Products 96 Home Appliances 38 Pharmaceutical & Chemist 94 Household Products 36 Home Appliances 93 Children's Products 21 Children's Products 71
Spend by advertiser HARDWARE MANUFACTURES SPEND MOST 9m 8m 7m 8m 73m 9 6m 5m 4m 3m 2m 1m Electronic Arts Ltd 9,174,555 Activision Blizzard 1,14,284 Activision Blizzard Microsoft Ltd 8,26,993 Sony Computer Entertainment 13,65,632 Nintendo (Uk) Ltd 11,188,514 Electronic Arts Ltd 4,519,565 6,371,36 Microsoft Ltd 8,666,649 Sony Computer Entertainment 8,517,781 Nintendo (Uk) Ltd 14,566,152 16m m 212 213 214 Nintendo (Uk) Ltd Sony Computer Entertainment Microsoft Ltd Activision Blizzard Electronic Arts Ltd Ubisoft Take 2 Interactive Software Europe Midasplayer Com Ltd Game Digital Ltd Innogames Square Enix Disney Interactive Studios Tesco Plc Sega Europe Ltd Gamesys Avalon Interactive Warner Interactive Entertainment Asda Stores Ltd Capcom Europe Sainsburys Supermarkets Ltd Hmv Music Ltd Argos Ltd The big console manufactures account for the largest chunks of spend, with larger games companies following closely behind, having to promote multiple releases each year Source: TGI GB 214 Q2
Spend by Media OVER HALF OF SPEND IS TV m 9m 8m 7m 6m 5m Outdoor 6,269,14 8m 73m 9 Cinema Outdoor 13,482,164 6,233,748 Cinema Internet 7,724,261 9,672,749 Internet 9,484,621 Press 13,28,762 Press 1,544,491 4m 3m 2m TV 49,1,753 TV 46,636,68 16m 1m m TV 11,733,12 212 213 214 TV Press Internet Cinema Outdoor Radio Direct Mail Spend was down 7 million in 213 but the distribution of spend among media channels remained roughly constant., with TV s proportion growing slightly. Source: TGI GB 214 Q2
Advertiser spend by media 213 (Top 8) NINTENDO S TV SPEND ALONE DWARF S NEAREST COMPETITORS 16m 14m 12m 1m 8m 6m 4m 2m m TV Cinema Internet Outdoor Press Radio Nintendo are by far the biggest spenders in over the last few years, spending more on TV alone in 213 than anybody else spend overall. The common trend is that TV is always a huge portion of spent.
INSIGHT SUMMARY Students are a big gaming market, due to their flexible schedules, and social motivations They prefer physical copies of games, and still buy in-store alongside online Gaming is a huge talking point among students, who are knowledgeable about the subject, and comfortable advocates for products within the category Within the gaming category, most spend is on audio-visual media, primarily TV