Roy Morgan Research - Video Gaming in Australia - Trends
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A presentation I gave at an annual Video Games Industry in 2011. It provides market research consumer insights into gamers.
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Roy Morgan Research - Video Gaming in Australia - Trends
- 1. TRENDS a 5 year view Roy Morgan Single Source: April 2006 – March 2011 Discover your edge cio- nt so ence differe nflu how rofiles i ur And ic p havi o nom ing be ec o a m g
- 2. Themes Discover your edge SOURCE OF ALL MATERIALS: ROY MORGAN SINGLE SOURCE (AUSTRALIA) : APRIL 2005 – MARCH 2011 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 2
- 3. % Ownership of gaming devices 87% 89% 82% % of Australian population 14+ 85% 87% 81% Discover your edge 40% 41% 36% 24% 24% 19% 6% Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 3
- 4. % who play games (by device) 54% 55% % of Australian Population 14+ 44% 39% 38% 35% 35% Discover your edge 33% 29% 17% 20% 15% Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 4
- 5. % who play games on several devices 23% 22% + 21% % of Australian Population 14+ + 13% Discover your edge 11% 12% + 11% 11% 9% 9% 9% + + 8% Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 5
- 6. Mobile Phone A Profile gamers Discover your edge © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Spotlight 6
- 7. They represent 20% of the population aged 14+, i.e. 3.7 million people Image aged 55 % earn con scious, 57 % 5 0, 0 00 fa s h ionable 25 -4 9 ov er $ Discover your edge +ive outlook , t o be Likel y t o be for economy Likely young emplo yed & but 68% s ing les pa rents renting spend © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 7
- 8. They like shopping and are influenced by brand, however 48% search for bargains. 53% have bought something online in L3M, spending on average $556. Discover your edge Mostly use catalogues and internet for information on home entertainment items. Typically shop in speciality stores for home entertainment and PC equipment. © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 8
- 9. 3X more 3X more 73% own likely likely 10% own Discover your edge to be an early adopter 15% intend to buy “ Computers and Technology give me control 78% with Broadband over my life” 51% online 15+ hrs/week © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 9
- 10. 5 x more likely to play games on all three devices % of mobile gamers - Ownership of devices today + + + + Discover your edge only 21% 65% 59% 45% “I love gaming” © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 10
- 11. o l ikely t 2x more le game e conso purchas 38% 14% 18% Discover your edge Apr 10 - Mar 11 13% 12% 27% Apr 06 - Mar 07 % of mobile gamers - Ownership of games consoles overtime © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 11
- 12. 32% never read news 35% Discover your edge 28% watch TV 3+ hrs per day read 5+ magazine issues per week 51% Spend 8+ hrs Increasing trend a week on the net Downward trend © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 12
- 13. Demographic Profile of Gamers Discover your edge © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 13
- 14. % of selected demographics that play video games 52% 55% Apr 10 - Mar 11 59% +14% Discover your edge 44% 51% 38% Apr 06 - Mar 07 n 2 5- 34 Wome pts% grown 24 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 14
- 15. Young mothers online A Profile Discover your edge % that play video games 78% YMO 42% 52% Females 38% Apr 06 - Mar 07 Apr 10 - Mar 11 Spotlight
- 16. They represent 5% of the population aged 14+, i.e. ~ 1m people Not f eel ing 2 kids ncially fina Avg a ge = 7 stable “Not 75% h hours Discover your edge enoug ” in the day Mean 46 % p aying Hou sehold of f home Incom e: 80K © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 16
- 17. 20% more likely to make decision on emotions 56 % Discover your edge Spend less online than average © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 17
- 18. 81% 75% 60% 29% Apr 10 - Mar 11 Discover your edge 25% 49% 69% 63% Apr 09 - Mar 10 % of YMO who visited % of YMO who visited % of YMO who visited % of YMO who visited lifestyle websites in last 4 banking & finance social media websites in email & communication weeks websites in last 4 weeks last 4 weeks websites in last 4 weeks 2 X more likely to use Facebook © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 18
- 19. “Home entertainment is my entertainment” 73% of 73% of 22% 22% YMO spend YMO spend an avg. of an avg. of (3x more (3x more $48 on $48 on likely) likely) Discover your edge home have bought entertainment console video in last 7 days games in last 3 months “I buy the latest video games" © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 19
- 20. 31% % of YMO who own specific devices over time 43% 40% Apr 10 - Mar 11 Discover your edge 34% 31% 20% Apr 06 - Mar 07 Nintendo Wii (38%) and DS (26%) most popular 14% own an iPhone (79% more likely than average) © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 20
- 21. Increasing trend Downward trend 28% 38% Have been to cinema in last 4 weeks read unaddressed mail Discover your edge 39% watch TV 3+ hrs per day 52% use catalogues when searching for 28% product information about home electronic items 21 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. never read magazines
- 22. my generation… % of Australian Population 14+ who play video games % playing games of different generations 92% 91% 90% Gen Z 76% 76% Gen Y 67% 58% 60% Gen X Discover your edge 50% 39% 37% Baby Boomers 31% Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 22
- 23. Booming Gamers A Profile 23% Australian population Discover your edge $94,000 mean household income 97% Aged 50+ © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Spotlight 23
- 24. 41% Have purchased online in last 3 months $647 mean spend online 1 in 4 spend 15+ hrs on the net 14% Discover your edge Apr 10 - Mar 11 8% purch ased a game in last ownership m ont h 3 10% s Apr 06 - Mar 07 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 24
- 25. 32% read news &+ times a week 30% read unaddressed Discover your edge 41% mail Never listed to the radio 35% Watch 3+ hours of TV per day © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 25
- 26. Discover your edge © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 26
- 27. p lay s 9% game rs) Discover your edge 1 e l a st 4 y lin i n on +7% (up +3% to 13% +3% +1% to 7% to 1.3% in last 4 years © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 27
- 28. Online gamers How often do you connect your games console to the Internet to play online? 31% 69% 36% Less often 50+ A few times 3% 13% every 2 - 3 months Discover your edge 35-49 23% 21% >1 times a month Under 18 38% 24% >1 times a week 25-34 19% 5% Once a day 18-24 19% © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 28
- 29. Discover your edge US PL © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 29
- 30. TV consoles as gaming devices Accessed by 40% of Australian’s 14+ Game consoles as entertainment hubs Discover your edge Top reasons for not subscribing to Pay TV • 53% never subscriber • 38% Too expensive • 7% Unable to select channels of interest • 7% Not attractive content Accessed by 25% of Australian’s 14+ © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 30
- 31. Ecommerce vs. Traditional Retail Discover your edge to il i sk e t a e r al r Th on iti real trad is © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 31
- 32. Purchased Device in Last 12 Months 33% 32% 34% % of Australian Population 14+ Discover your edge 15% 12% 11% 12% 11% 8% 7% 6% 5% Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 32
- 33. 32% Apr 10 - Mar 11 $148 $149 $149 $150 Discover your edge Amount Spent on console games 27% in last 3 months $132 Apr 06 - Mar 07 Apr 06 Apr 07 Apr 08 Apr 09 Apr 10 - Mar 07 - Mar 08 - Mar 09 - Mar 10 - Mar 11 bought console games in in L3M © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 33
- 34. % who spent online in last 3 months 53% 50% 51% 47% Apr 10 - Mar 11 39% 39% 41% 42% $559 32% 28% 26% 21% Discover your edge 30% $462 10% Apr 06 - Mar 07 Apr 06 – Mar 07 Apr 07 – Mar 08 Apr 08 – Mar 09 Apr 09 – Mar 10 Apr 10 – Mar 11 Avg. spend increased in past 5 years: Generation Y ($380 $505) ly 42 % o n Generation X ($460 $595) om buy frs they Baby Boomers ($553 $647) retailer w kno Generation Z ($227 $316) © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 34
- 35. Conclusion • Mobile gaming is not just for teens, focus on the 25 to 49 year olds • Discover your edge Women gamers are growing, focus on those aged 25-34, especially young mothers • Baby boomers are a large affluent market with disposable income, but don’t market to them via the radio © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 35
- 36. Conclusion • Online gaming is growing, watch out for mobile • Convergence is an opportunity and threat – know your Discover your edge competition and the landscape • Online retail is an opportunity and people buy from retailers they know and trust © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 36
- 37. Thank you Discover your edge Andrew Braun Director – Mobile, Internet & Technology andrew.braun@roymorgan.com Twitter: abraun64 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. 37
Editor's Notes
- Hi, my name is Andrew Braun and I am the Director of Mobile, Internet and Technology at Roy Morgan Research. Today I am going to shed some insight into the trends in the gaming industry over the past 5 years. This information has come from market research collected from over 250,000 interviews of Australians aged 14+ over the past 5 years. Specifically, I am going to focus on some not-so-obvious demographics, young mothers and baby boomers. I will also look at some emerging markets in mobile gaming, online gaming, entertainment convergence and ecommerce.
- Over the past 5 years to March 2011, we have seen moderate growth in the ownership of all platforms, however no growth in handheld consoles for the past 12 months. The desire for tablets has seen ownership for tablets reach 6% already.
- 58% of Australians are game players. This has grown 15%pts in the past 5 years. In the past 12 months, both PC and console gaming as a percentage of Australian’s has remained stable. Large growth has been seen in mobile gaming. This growth could be due to the recent popularity in smartphones. If so, it is not hard to imagine that gaming by mobile will continue to increase.
- Also of interest, is the number of people that play games on multiple devices. PC and game console is the most popular choice, however this has declined slightly in the past 12 months. 9% of the population use all three devices to play games, this is most popular with teens aged between 16 and 19. The growth in multiple device playing is largely driven by the growth in mobile gaming.
- Given the growth in mobile gaming, I am going to take you through the profile of a mobile gamer focusing on their: Demographics Shopping behaviour Technology adoption Gaming habits, and Media consumption.
- Mobile gamers represent 20% of the population aged 14+, or 3.7 million people. A large proportion of them are teens, but did you know that 57% of them are aged between 25 and 49. This market is important as they are likely to be employed earn money and are comfortable spending it. Other key attributes of this group are that they are social, image conscious and fashionable; they have a positive outlook on the economy although 68% say they are spending less.
- In terms of their shopping behaviour, they do like to shop, buy products because of a label, but 48% are bargain hunters. They shop more than the Australian average online When looking to buy home entertainment equipment, 40% use a catalogue for information and they are twice as likely than the Australian average to also use the internet. When buying home entertainment equipment, they typically shop in speciality stores.
- Mobile Gamers are 3x more likely than the Australian average to be early adopters of technology. They are: 3 x more likely to update to the latest mobile phone 3 x more likely to buy the latest video games and 2x more likely to buy the latest computer equipment 40% of them go out of their way to learn about new technology, and 60% say computers and technology give them control over their life. Over half of them spend on average 2 hours a day on a broadband internet connection
- This group typically started their life playing games on PCs and consoles, and this hasn’t abated. In fact, they are 5x more likely to play games on 3 devices than the Australian average.
- In terms of Games consoles, Wii is the best performer in terms of penetration and growth (over the past 12 months). Mobile gamers are also twice as likely to purchase game console games than the Australian average.
- MARKETING & ADVERTISING As we saw earlier, catalogues are an important media to advertise in, as is the internet. In terms of the web, this group is particularly interested in Technology, magazine, entertainment, dating and of course video and social media websites. Of the more traditional advertising media, TV and magazines are important. Although magazines maybe a short-term focus as it has seen declines over the past year, 28% of this audience read 5+ magazine issues per week. Of note, 32% of this group never read newspapers (and this is increasing).
- The section of the presentation looks at two key not-so-obvious segments, young mothers online and baby boomers.
- Traditionally men have dominated the gaming landscape, however over the past 5 years we have seen large growth in female gamers. We have seen the largest growth in women aged 24 to 34 years old.
- This group of females is defined as: Being a mother Being aged between 24-34 Having accessed the internet in the last 4 weeks Of the group 24 to 34 years old, we have seen the largest growth in a segment we have called “Young Mothers online”, having grown 32%pts in the last 5 years and have almost the penetration of teens.
- This segment represents 5% of the population aged 14+ or almost 1m people. These young mothers typically have 2 kids with an average age of 7 years old. The household income is just below average, a large proportion are paying of their home and they are not feeling financially stable, having cut down on their spending and being worried about interest. They are time poor and not very social, with 75% saying that there are not enough hours in a day.
- Although they are worried about their finances, this group of females love to shop. They are 2x more likely to say they were born to shop, 2 x more likely to buy the latest fashion. This group tries to buy Australian, and 56% are bargain hunters. They are 73% more likely to shop online, although their mean spend is lower than the Australian average. This may have something to do with the tactile experience of bricks & mortar shopping which they enjoy so much.
- All women in this segment are connected to the internet and have used it in the last 4 weeks 1 in 3 young mothers online spend more than 2 hours on average per day on the internet. They are 3x more likely to visit lifestyle websites, such as shopping, maternity and entertainment websites. 60% conduct their banking online and communication via email and social networks is the most common form of online activity.
- Given this group is time poor, raising children and less social, it is not surprising that that home entertainment is their major form of entertainment. TV and DVD viewing and gaming are two popular forms of home entertainment for this group. 73% have spent on average $48 in L7D, predominately on DVDs. Whilst, 22% have bought 3 console games in the L3M, more likely to be the latest video games.
- Consoles and PCs are still the most popular, with Nintendo Wii and DS the most popular platforms. However, mobile gaming has seen the greatest growth over the past 5 years, with 14% of this group currently owning an iPhone.
- MARKETING & ADVERTISING We know that the internet is a great way to advertise to this group, however traditional media is still important. 39% watch more than 3 hours of TV per day. 38 % read unaddressed mail and 52% use catalogues when searching for product information about home electronic items. Thus direct marketing is an important part of the advertising mix. Interestingly, 28% of young mothers online never read magazines. This is a growing trend.
- When looking at the penetration of gaming amongst the different generations a few trends emerge. Generation Z or the current batch of teams haven’t exhibited much change over the past 5 years. This market is at saturation. The greatest change has been seen from Gen Y and Gen X. However, the Baby Boomer market has also seen noticeable increase in the past 5 years.
- Although this group aren’t spending as much time gaming or as much money on it, they are an important group given: they represent 23% of Australian which is the same size as the Teen market they earn considerably more than the Australian average and typically have no kids so their disposable income is higher
- TECHNOLOGY & GAMING PROFILE This group are not dependent upon technology like other segments, however they have exhibited a growing desire to use technology more and more. 1 in 4 spend on average 2 hours a day on the internet. 41% have bought something online in the last 3 months, spending over $100 more than the Australian average. 37% play video games, with 14% owning a Wii which is second to the PC (28%) in popularity.
- MARKETING & ADVERTISING This segment are not heavy media consumers, however they can be reached online, via TV and through addressed mail. Newspapers is still important but declining, whilst 41% of this group never radio listen to the radio.
- Now we are going to turn our focus to some emerging technologies and their impact on the gaming industry
- Online gaming is growing in importance for the gaming industry. Today, 19% of the Australian population 14+ plays online games. This has grown 7% over the past 4 years. Much of this growth has come from PC and game consoles (over past 4 years), however with smartphones it is not hard to imagine that this will increase. In fact 7% of mobile gamers (see earlier segment profile) already play mobile online games.
- Online gamers are more likely to be male and aged under 18. However online gamers span a large mix of ages. In terms of players of online games using a game console, 1 in 3 connect more than one time per week.
- Another interesting trend for the industry is the convergence of gaming, the internet and TV technology, such as the T-Box.
- If you consider that Telstra BigPond is used by 40% of Australian’s 14+ that have an internet connection at home; and they have one of the more popular gaming websites, and the roll-out of the T-Box and the promise of the NBN … it is not hard to imagine a future where gaming will be done via a complete Telstra infrastructure. And with the introduction of internet connected TVs the future gets even more complicated and competitive. On the other hand, given the low penetration rates of Foxtel, the opportunity exists for game consoles manufacturers, which exist in many Australian living rooms, becoming TV or IPTV providers. The opportunity is to provide cheaper, more interesting channels and content.
- I am going to finally touch on the emerging trend of ecommerce.
- The market is relatively mature as the % of Australians who have purchased a gaming device in the last 12 months has remained stable over the past 5 years.
- Game console owners have increased the number of games they have purchased over the past 5 years, however their mean spend has remained relatively unchanged.
- In fact, if you look at online spending by Australians in general, this has increased significantly in the last 5 years, both in terms of incidence and mean spend. Today 42% of Australians aged 14+ have purchased online spending over $550 in the last 3 months. We also see that no generation is immune, with all generations exhibiting growth in both incidence and mean spend. With the concern about sales to foreign websites, it is of interest to note that 42% of Australian’s say they buy from online retailers they know.
- The key points that I would like you take from today are: Mobile gaming is not just for teens, focus on the 25 to 49 year olds who are early adopters (and have smart phones) Women gamers are growing, focus on those aged 25-34, especially young mothers. Advertise to them via online channels and direct marketing. Baby boomers are a large affluent market with disposable income. Ignore them at your peril.
- Online gaming is growing. Mobile gaming is the one to watch especially with the high-take up of tablets and smartphones. Convergence is an opportunity and threat. You need to understand your competition and the landscape they operate in. Online retail is an opportunity for known retailers and brands, given people prefer to buy from retailers they know and trust.