SOURCE: BIGresearch

August 14, 2007 09:59 ET

BIGresearch's SIMM 10 Profiles Video Gamers

They're Not Just 18-34 and High Percentages of Hispanics and African Americans Are Leisure Time Gamers

COLUMBUS, OH--(Marketwire - August 14, 2007) - "To game or not to game," that is the question many on Madison Avenue are contemplating as they look for ways to integrate digital platforms in media allocation models. BIGresearch's (http://www.bigresearch.com) latest Simultaneous Media Survey (SIMM 10) of 15,439 consumers identifies several key characteristics that make the "gamer market" a valuable option.

"Gamers are a diverse group of people and 33.4% of the respondents ages 14+ in our SIMM 10 play video games as a leisure time activity," said Gary Drenik, President & CEO of BIGresearch. "Gamers come from all ethnic groups with Hispanics and African Americans making up almost 30% (29.9%) of the gamer market and 34% of gamers are female," said Drenik.

Gamers are much more attuned to cinema, entertainment, media and electronics and this is apparent in their online search behavior. Gamers regularly or occasionally search online for the following more than the overall market which is in parenthesis: cars/trucks 12.7% (9.8%), movies 41.5% (28.6), online entertainment 43.7% (25.5%) and product information/comparative shopping (non-auto) 38% (31.8%).

As far as what triggers an online search for gamers, traditional media fare very well with the top five being magazines, broadcast TV, cable TV, face-to-face communication and reading an article. Internet and email are next, followed by in-store promotions, newspaper and radio.

"The importance of traditional media in stimulating an online search underscores the need for marketers to develop holistic consumer-centric media plans that are based on the synergies of all medias," said Drenik.

Other points of interest from the video gamer analysis have to do with the usage of gamers from various ethnic groups and in this regard, African Americans, Hispanics and Asians all index higher than White/Caucasians for the following: video gaming as a leisure activity, regularly researching products online before buying in store and researching online for the following types of products: apparel, cars/trucks, furniture, home improvement items, jewelry/watches, shoes and tire batteries/auto parts.

A complete report comparing the gamer market ages 14+ across all key ethnic groups is available from BIGresearch. http://www.formsite.com/prosper/info/

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. BIGresearch's syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertisers' ROI. The SIMM monitors more than 15,000 consumers twice each year. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. http://www.bigresearch.com

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

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