How do people tend to get information on games? Are PS2 owners more likely to be casual gamers than Xbox and GameCube owners? Apparently, Phoenix knows.
According to Market Research Firm, Casual Gamers Most Likely to Own a PlayStation 2
(Somerset, NJ, March 29, 2005) – New results from Phoenix Marketing International's continuous tracking of gamers indicate that "word of mouth" is the primary source for information about new games and gaming news. Secondary sources for advertising include television, web sites, and retail establishments.
Print publications and gaming web sites were most often cited by specialty store consumers (i.e., GameStop, EB Games, etc.) as sources for advertising as opposed to consumers of other retail establishments such as Wal-Mart and Target, according to David Pluchino, Senior Research Manager.
In addition, PS2 owners were less likely than either Game Cube or Xbox owners to cite gaming web sites and/or gaming publications as sources for advertising, leading Pluchino to believe that PS2 owners are more of a "casual gamer".
To help determine what the future holds, Phoenix Marketing International (PMI) is in the process of launching a multi-client syndicated research project. Electronic Gaming SCORESTM is the premier video game market research syndication. Electronic Gaming SCORESTM (Syndicated Consumer Online Research Evaluation Survey) provides an annual overview of the entire electronic gaming market, from hardware and software to retail and advertising, Electronic Gaming SCORESTM covers it all.
Gamers will be segmented into specific target markets for a variety of products, publishers, and retail establishments (e.g., PS2, Xbox, GameCube, Sony, Microsoft, Electronic Arts, Nintendo, Sega, Best Buy, Target, EB Games, Wal-Mart and Blockbuster) based on their survey responses. There is still time to be part of the inaugural launch of Phoenix Marketing International's Electronic Gaming SCORESTM at charter rates. For information, please contact David Pluchino at (732) 563-8504.
PMI is one of the premier marketing services firms serving the technology, travel & leisure, financial services and consumer packaged goods sectors. Through a combination of custom market research products and services, syndicated research products such as the Electronic Gaming SCORESTM, Consumer Buying Intentions Survey and sales optimization modeling, PhoenixMI partners with clients to generate sound business and marketing opportunities and produce measurable sales results and a return-on-investment on marketing development expenses.
The results in this article are based on a market research study conducted by Phoenix Marketing International of more than 62,000 completed interviews in households with an electronic gaming system. This robust sample yields a 95% confidence interval with an error margin of +/- 0.4%.
