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1
December 2004
GfK Group
Ad Hoc Research
Study on the Habits and Uses of Videogames
Study on the Habits and Uses of Videogames
- Phase UA -

• Study Nº 4.665
• People in charge of the study at GfK Emer Ad Hoc
  Research
• Pedro Serrano E-mail pedro.serrano_at_gfk-emer.com
  
• Claudia Gelbe E-mail claudia.gelbe_at_gfk-emer.com
  
• Tel. contact 915.919.940

2
Content
3
Approach for UA Phase and Objectives
4
UA Phase Indicators (I)

• The special objectives are
• Habits of use
• Evolution of use more, less or the same as one
  year ago.
• Other forms of entertainment where more time is
  spent to the detriment of videogames
• Uses without Internet connection frequency and
  amount of use, connected to computer or console
• Company alone or with somebody else
• Where
• What Sections
• Uses with Internet connection
• Type of connection (narrowband, wide band,
  cable / Ethernet
• Likes/ Dislikes
• Playing videogames online level of
  satisfaction barriers and drawbacks
• Services used on the Internet

5
UA Indicators Phase (II)

• Buying and / or renting videogames
• Level of satisfaction with current selection
• Renting
• Level of satisfaction with the rental selection
• Frequency of renting videogames
• Buying after using a rented videogame buying
  frequency and videogames most often rented and
  bought
• Buying
• Most recently bought type, how acquired (gift,
  purchase, copy, Internet download)
• When buying Average cost
• Place of purchase
• Choosing videogames
• Most important features when choosing a videogame
  
• Favourite videogame and reasons why

6
UA Indicators phase (III)

• Budget and average amount spent on audiovisual
  entertainment
• They have an assigned budget whether or not they
  are at liberty to use the budget
• Estimated breakdown of expenses among the
  following items videogames, music, video and
  DVDs.
• Equipment and its characteristics
• PC equipment
• Console type
• Internet

7
Methodology
8
Sample group design
Videogame users from 7 to 34 years old
POPULATION
Representative national sample of videogame users
based on Omnibus results
AREA
Total number of interviews 604 PC videogame
players 302 interviews Console videogame
players 302 interviews Children (7 to 13 years
old) 138 interviews Adolescents and Adults (14
to 34 years old) 466 interviews
SAMPLE GROUP
Total 4 with a reliability rate of 95,5
where pq0,5 PC 5,66 with a reliability rate
of 95,5 Console 5,66 with a reliability rate
of 95,5
MARGIN OF ERROR
Semi-structured personal interview with
questionnaire, lasting approximately 20 minutes.
RESEARCH DESIGN
9
Weighting Data in the following report is
weighted as follows gender, age, city size,
region and social class based on results obtained
in the Omnibus study conducted by GfK for AdeSe
in September 2004.
NON-WEIGHTED DATA
WEIGHTED DATA
10

• Aspects to consider in the graphs
• All the graphs include a footnote indicating the
  unit of measure (percentages, average), the base
  and the question the data refers to.
• Bases consisting of fewer than 80 cases are
  indicated with an asterisk () and therefore are
  considered to be small. The bases point towards
  trends. Bases consisting of fewer than 40 cases
  are indicated with two asterisks () and in this
  case we recommend not extracting any type of
  conclusion. Theyre included for information
  purposes only.
• The report highlights all significant differences
  from one segment in relation to the total sample,
  where

11
Sample group description
12
Socio-demographical description of the Sample
Group (I)
13
Socio-demographical description of the Sample
Group (II)

Upper/Upper Middle 18,4
Lower Middle/Lower 18,8
Only adults asked
14
Socio-demographical description of the Sample
Group (III)
15
Socio-demographical description of the Sample
Group (IV)
16
Habits of using videogames in general
17

• The videogame market

18
Playing frequency
PC
CONSOLE
PC Players 74,7 CONSOLE Players 72,0
More than 70 of the total sample play PC and
Console videogames at least occasionally. Most of
them (63,3 PC and 60,6 Console) play more than
once per week.
Unit Percentages Base Total Sample (n604)
Q.6. How often, on average, do you play
videogames?
19
Dual PlatformsGames shared between PC and Console
PROFILE Conducted by highlighting
socio-demographic aspects that stand out with
regards to the total sample group
There is a larger percentage of ONLINE PLAYERS
(54,1) and UPPER / UPPER MIDDLE SOCIAL CLASS
(38,4) among Exclusive PC players. There are
more 7-13 YEAR OLD CHILDREN (40,1) among
Exclusive Console players.
Almost half of the sample group play using a PC
or Console at least occasionally. 75,8 of the
DUALS play using a PC more than once per week.
Slightly more of the DUALS play using a CONSOLE
more than once per week (79,3).
Unit Percentages Base Total Sample (n604)
Transformation of sample data (n604) into
individuals (from data issued by the Spanish
National Statistics office).
20

• What stands out in videogames?

21
What first comes to mind when you think of
videogames?
Children 28,9 Adults 58,3
Children 53,6 Adults 40,3
Children 10,1 Adults 3,8
Unit Percentages Base Total Sample (n604)
Q.1 When talking about videogames, what first
comes to your mind? What do you first think of
when talking about videogames?
22
What do you like the most about videogames?
DIVERSION is what ADOLESCENTS / ADULTS like most
about videogames (29) when compared to CHILDREN
(16). AMUSEMENT (19) is in first place among
CHILDREN and ACTION (17) is in second, much
higher than adults. COMPETITION is liked more by
EXCLUSIVE PC USERS (9) and HEAVY USERS (15)
than other segments. The LOWER-MIDDLE/ LOWER
social classes place more importance on PLAYING
WITH FRIENDS/ OTHERS (10).
Average mentions 1,6
Unit Percentages Base Total Sample (n604)
Q.2 What do you like the most about videogames in
general?
23
What do you like the least about videogames?
PRICE is liked the least. ADOLESCENTS / ADULTS
(25) mention it the most, while CHILDREN dont
view it as an important barrier (5). ADDICTION
worries FEMALE PLAYERS the most (13) along with
ADOLESCENTS / ADULTS (10). VIOLENCE (10) is
another aspect that WOMEN also like the
least. People in the UPPER / UPPER MIDDLE social
classes least like that fact that the games DONT
LAST LONG/ EASY (9). Most CHILDREN (36)
answer NO DRAWBACK.
Average mentions 1,3
Unit Percentages Base Total Sample (n604)
Q3 And what do you like the least?
24
Habits of using videogames
25
Evolution of playing videogames
Current use compared to last year
Reasons for playing more
Reasons for playing less
Units Percentages Base plays more (n122)
Units Percentages Base plays less (n155)
Half of the sample group play videogames (either
on PCs or Consoles) as often as a year ago.
CHILDREN now play more (33) and LIGHT PLAYERS
play less (36,5). Reasons why they play more
include new games and new levels, and that they
have fun playing. The biggest barrier for playing
videogames is free time, either due to studies or
work.
Q.10 How often do you play videogames compared to
a year ago? / Q.11a Why do you play more now? /
Q.12a. Why do you play less now?
26
Substituted activities for playing videogames
more or less often
Substituted activity Base Has substituted or
reduced another activity (n28)
SUBSTITUTES ANOTHER ACTIVITY FOR VIDEOGAMES Base
Plays more videogames (n122)
Only two out of every ten players who play
videogames more often this year than last year
reduced other activities, mainly outdoor
activities and studying. In the opposite case
among those who play less often, five out of
every 10 players increased other activities,
mainly studying and social activities. In the
area of changing habits, WOMEN stand out (73).
Increased activities Base Has increased
interest in other activities (n81)
SUBSTITUTES VIDEOGAMES FOR ANOTHER ACTIVITY Base
Plays fewer videogames (n155)
Units Percentages
Q.11b Have you given up or significantly
decreased other forms of entertainment to play
more PC videogames? / Q11c. Which ones? / Q12b.
Did you give it up for another form of
entertainment, or have you significantly
increased leisurely activities when you reduced
the time playing PC videogames? / Q12c. Which
ones?
27
Players based on their Frequency of Play
HEAVY PLAYER Plays videogames more than 4 hours
per week
LIGHT PLAYER Plays videogames less than 1 hour
per week
MEDIUM PLAYER Plays videogames between 1 and 4
hours per week
CONSOLE
PC
There are more MEN (30,9) and ADOLESCENTS/
ADULTS (30,1) found among the HEAVY PLAYERS. On
the contrary LIGHT PLAYERS are made up mostly of
WOMEN (21,3).
There are more HEAVY USERS of PC videogames among
players who also play ONLINE videogames
(34,8). LIGHT PLAYERS are most notably between
20-24 years old (31,4).
28
Average hours spent each time when playing
videogames In one week
LIGHT PLAYER
MEDIUM PLAYER
HEAVY PLAYER
Average hours played PC 2,6 Console 3,0
Unit Percentage Base PC players (n302)
Console players (n302)
Q.6 You told me earlier that you playon a PC.
Would you now tell me on a normal day during the
week, from Monday to Friday, how many hours on
average you play per day on a PC? / Q8. Would you
tell me the same for a weekend, on Saturdays and
Sundays, how many hours on average you play per
day on a PC?
29
How do players divide their time during the week
and on weekends?
AVERAGE HOURS PLAYED
CONSOLE
CONSOLE PLAYERS spend more time playing,
especially on weekends. HEAVY and MEDIUM PLAYERS
spend more time playing on weekends, and LIGHT
PLAYERS play more often during the week.
PC
Unit Average Base PC players (n302) Console
players (n302)
Q.6 You told me earlier that you playon a PC.
Would you now tell me on a normal day during the
week, from Monday to Friday, how many hours on
average you play per day on a PC? / Q8. Would you
tell me the same for a weekend, on Saturdays and
Sundays, how many hours on average you play per
day on a PC?
30
Moments during the day for playing During the week
Main Moment for Playing
25-34 years old 49,7
Total Moments for Playing
Children 95,2
Adolescents/ Adults 66,5
25-34 years old 79,4
Unit Percentages Base Play from Mon-Fri (n479)
P.7a From the moments shown on this card, when do
you most often play on the Console / PC during
the week, from Monday to Friday? / Q7b. And what
other times do you also usually play on the
Console / PC during the week, from Monday to
Friday?
31
Moments during the day for playing Weekends
Main Moment for Playing
Children 34,2
25-34 years old 31,8
Total Moments for Playing
Heavy 9,6
Children 49,1
25-34 years old 69
Unit Percentages Base Play on weekends (n516)
Q.9a From the moments shown on this card, when do
you most often play on the Console / PC on
weekends, Saturdays and Sundays? / Q9b. And what
other times do you also usually play on the
Console / PC on weekends, Saturdays and Sundays?
32
Habits of Use
PLACE WHERE THEY USUALLY PLAY
WHO THEY USUALLY PLAY WITH
Base PC (n302) Console (n302)
Base Total Sample (n604)
They Play Online 10,9 4,8
Dual 75,4 Men 72,8
VIDEOGAME EXCHANGE
Unit Percentages Base Total sample (n604)
Q.13 And now think of when you play videogames on
a PC. Who do you usually play with? / Q 14. Where
do you usually play? / Q44. Do you usually
exchange videogames for PCs with your family,
friends, etc?
33
What is their Relevant Set of themes?
34
Themes played in the last year
The four most played themes in the last few years
are in this order ACTION, ADVENTURE, CARS/
RACING and SPORTS. ONLINE PLAYERS stand out
from other segments in that they significantly
play more STRATEGY, SIMULATION AND ROLE games.
There isnt a significant difference in terms
of the Total sample based on the type of
platform.
Men 62,7
Online Games 64,9
Online Games 30,5
Online Games 34,1
Women 26,9
Children 26,8
DK/DA 0,1
Unit Percentages Base Total sample (n604)
Q.15 We have been talking about the use of
videogames, now were going to focus on the types
of videogames that exist. What types of
videogames have you played in the last year?
35
Themes played in the last yearBased on Platform
Men 66,6 58,5
Online Games 67,5
Online Games 34,7
Children 23,5
Unit Percentages Base PC Players (n302)
Console Players (n302)
Q.15 We have been talking about the use of
videogames, now were going to focus on the types
of videogames that exist. What types of
videogames have you played in the last year?
36
Game duality of various themes
Unit Percentages
Q.15 We have been talking about the use of
videogames, now were going to focus on the types
of videogames that exist. What types of
videogames have you played in the last year?
37
Who are the players of the various themes and
what are they like?
38
Who are the players of the various themes and
what are they like?
39
Themes played in the last year and frequency of
play
SPORTS videogames are played most often More
than half of SPORTS players play more than 3 days
per week. SIMULATION videogames are the least
played (39, less than once per week).
Unit Percentages Base Themes played in the
last year
Q.16 And how often do you play?
40
Favourite themes
Men 29,3
SPORTS videogames are preferred especially by
MEN. In terms of preference, ACTION and
ADVENTURE games are ranked next. ADVENTURE games
are particularly enjoyed by WOMEN and ONLINE
PLAYERS. There isnt a significant difference
based on platform.
Women 24,3 Light Players 34,0
Online Games 23,2
Children 5,8
DK/DA 1,4
Unit Percentages Base Total sample (n604)
Q.17 What would you say your favourite type of
videogame is - the one you like the most?
41
Favourite themesBased on platform
Women 5,6 4,2
Women 7,4
Women 26,6
Women 14,4
Women 10,3
Unit Percentages Base PC Players (n302)
Console Players (n302)
Q.17 What would you say your favourite type of
videogame is - the one you like the most?
42
Rejected themes
14 would play with all videogame themes that
exist. Of the games mentioned by some, they
would normally play with one or two types of
videogames. The most rejected games are KIDS,
ROLE PLAY and EROTIC. WOMEN reject videogames
with SHOOTING and FIGHTING as themes.
Women 23,5 20,7
Upper/ Upper Middle Social Class 11,0
DK/DA 11,9 Average Mentions 1,7
Unit Percentages Base Total sample (n604)
Q.18 From the types of videogames you told me you
HAVENT played during the past year, which one or
ones would you never play?
43
Giving up themes and reasons
Due to age
More than half of the sample group hasnt given
up playing any given videogame theme. The main
reasons for giving up playing one of the themes
are Theyre boring Due to age Prefer others
Complicated/ your reach a level you cant pass
DK/DA 15,0
Unit Percentages Base Total sample (n604)
Q.19 .What type of videogames did you play quite
often in the past and now have stopped playing? /
Q.20 Why?
44
Relevant Set (I)
Unit Percentages Base Total sample (n604)
Q.15 What types of PC videogames have you played
in the last year?/ Q.17 What would you say your
favourite type of videogame is - the one you like
the most? Q.18 Which one or ones would you never
play? / Q.19 .What type of videogames did you
play quite often in the past and now have stopped
playing?
45
Relevant Set (II)
Unit Percentages Base Total sample (n604)
Q.15 What types of PC videogames have you played
in the last year?/ Q.17 What would you say your
favourite type of videogame is - the one you like
the most? Q.18 Which one or ones would you never
play? / Q.19 .What type of videogames did you
play quite often in the past and now have stopped
playing?
46
Favourite videogame titles and Key Drivers for
Choosing
47
Favourite videogame titles
Men 16,3
Favourite titles for videogames is very
scattered, having mentioned very many
titles. Titles that stand out include the SIMS
as a favourite game for PC players. CONSOLE
players have several favourite games in the
following order FIFA FOOTBALL, GTA, PES. The
SIMS is clearly the favourite game among WOMEN,
while MEN prefer FOOTBALL games.
Men 8,1
Women 24,4
Unit Percentages above 1,5 Base PC Players
(n302) Console Players (n302)
P.21. Whats your preferred or favourite PC /
Console game?
48
Preference and reasons
Reasons for preference appear for the 4 favourite
titles. However, the same cant be said of other
videogames due to the lack of existing statistics
for each title.
49
Importance in Choosing a videogame
AVERAGE
7.7
Children 21,1
7.7
7.6
Online 80,6
Light 22,3
7.1
7.1
6.8
6.8
Upper SC 63,9
6.3
6.1
Upper SC 57,4
6.1
6.0
Online 63,8
4.6
Light 55,8
4.6
4.6
Unit Percentages Base Total sample (n604)
Q.23 When choosing a PC game, tell me how
important or unimportant each of the following
features are. For each one, use a scale from 1 to
10, where 0 represents Not important, and 10 is
very important, using average scoring to clarify
your opinion.
50
Importance in Choosing a videogameBased on
platform
T3B
Console
PC
81,4
72,2
74,3
78,0
71,2
72,4
25-34 53,1
Online 80,1
70,0
61,3
25-34 51,9
68,4
58,3
63,4
64,9
63,8
60,1
53,3
43,9
52,8
53,6
53,3
40,5
UPPER 54,4
50,7
50,7
31,1
29,3
26,7
30,0
27,7
37,2
Online 65,9
Unit Averages and Percentages Base PC Players
(n302) Console Players (n302)
Q.23 When choosing a PC game, tell me how
important or unimportant each of the following
features are. For each one, use a scale from 1 to
10, where 0 represents Not important, and 10 is
very important, using average scoring to clarify
your opinion.
51
Importance in Choosing a videogame (T3B)Based on
the Knowledge of the Manufacturer
52
Conclusions on the Importance of Choosing a
videogame

• The most important aspects when it comes to
  choosing a videogame are listed in the following
  order
• The number of screens
• Has to be fast
• Price of the game
• Online players also place great importance on the
  fact that you can play with other players at the
  same time, and that you can play on the web. This
  last part is much less important for Light
  Players (Who play less than one hour per week).
• The least important aspects when it comes to
  choosing a videogame are
• The manufacturer of the game
• Advertising

53
Habits of using Online videogames
54
Users of Online videogames
55
What do you like the most about Online videogames?
Without a doubt, what respondents most like about
Online videogames is REACTING with other
people. The attraction of PLAYING WITH STRANGERS
and playing with MANY PEOPLE at the same time,
received the most mentions. It all has to do
with COMPETING and ENTERTAINMENT.
DK/DA 1,1
Unit Percentages above 2,0 in total Base
Online Players (n96)
Q.29 What do you like the most about online /
web-based videogames for PCs?
56
What to you like the least about Online
videogames?
TECHNICAL PROBLEMS that occur while theyre
playing are what respondents like least about
Online videogames. Other drawbacks directly
related to Online games dont receive mentions
reaching 10.
DK/DA 25,0
Unit Percentages above 2,0 in total Base
Online Players (n96)
P.30 And what do you like the least?
57
Level of satisfaction and Reasons for not being
satisfied
Level of satisfaction with Online videogames
More than half of Online players are very or
quite satisfied with the current product offering
of Online videogames. Only 11 arent satisfied
with the product offering. There arent
significant differences among the segments.
65,6
Among those who arent satisfied, the first
element lacking is variety when it comes to
choosing games, and they say that theyre poorly
designed. Details cant be provided on reasons
due to the lack of statistics.
Unit Percentages Base Online Players (n96)
Q.33a To what extent are you satisfied with the
product offering of online / web-based
videogames for PCs very satisfied, quite
satisfied, a little satisfied or not satisfied? /
Q.33b Why arent you satisfied? Any other
reasons?
58
Subscribing to pay for videogames
The individual is a subscriber to some type of
pay videogame Base Adults who play Online (n85)
Which one? Base Subscribers of some type of
Online videogame (n3)
World of Warcraft
Final Fantasy
Among Online players, there are hardly any who
subscribe to some type of Online pay videogame.
Units Percentages
Q.31a Do you subscribe to some type of pay
videogame? / Q31B. Which one/s?
59
Web Page popularity of playing Online
DK/DA 18,4
Unit Percentages Base Online PC Players (n81)
P.32 Would you tell me the names of Internet
sites / web pages for online games even if youve
only heard about them?
60
Drawbacks and Hurdles of Online videogames
61
Drawbacks and hurdles of Online videogamesBased
on platform
Reasons for not playing Online videogames
Plays Online videogames
Console Exclusives 50,2
CONSOLE
Plays Online videogames
Children 13,6
PC Exclusives 26,2
PC
PC Exclusives 30,6
Unit Averages and Percentages Base PC Players
(n302) Console Players (n302)
Q.26 Do you play online / web-based videogames
using a PC? / Q.27 Why dont you play online /
web-based videogames using a PC? Any other
reasons?
62
Perceptions towards Online videogames
Positive intention
32,8
34,3
29,5
43,5
29,1
35,3
30,8
The intention of playing some Online videogame in
the future is relatively low among players. Only
30 has a positive intention, but 9 out of 10
players arent entirely closed to the idea of
trying Online videogames. 7 to 13 year-old
children are those who have the most intention of
trying them. (43,5).
Unit Averages and Percentages Base Dont play
Online
Q.28. Which of these sentences best reflects your
perception of online videogames?
63
Conclusions drawbacks and hurdles for Online
videogames

• 95 of Console players dont currently play
  Online videogames. The main hurdles to Online
  games are
• Dont have Internet/ Adaptor
• Dont like it / its boring
• While we identify a larger percentage of PC
  players playing on the web (27), most of them
  still havent tried this new form of playing.
  Besides reasons already mentioned, PC Exclusives
  are the ones who have difficulties with online
  games (26).
• Theyve never tried it
• Its complicated
• The intention of playing some type of Online
  videogame in the future is relatively low among
  players. Only 30 have a positive intention, but
  9 out of 10 players are not entirely closed to
  the idea of trying Online videogames.

64
Buying and/or renting videogames
65
Popularity among Videogame Manufacturers
Average mentions 7,1 DK/DA 2,4
Unit Percentages Base Total sample (n604)
Q.24 Which videogame manufacturers do you know,
even if youve only heard of them? / Q.25 I am
going to read the names of videogame
manufacturers that you didnt previously mention
to me. Will you tell me which ones you know?
66
Popularity among Videogame Manufacturers Based
on Platform
CONSOLE Players
PC Players
Media menciones 7,1 Ns/Nc 2,4
Average mentions 6,9 DK/DA 1,5
Average mentions 7,3 DK/DA 3,3
Unit Percentages Base PC Players (n302)
Console Players (n302)
Q.24 Which videogame manufacturers do you know,
even if youve only heard of them? / Q.25 I am
going to read the names of videogame
manufacturers that you didnt previously mention
to me. Will you tell me which ones you know?
67
Total Popularity among Videogame Manufacturers
(I)Based on Segments
68
Total Popularity among Videogame Manufacturers
(II)Based on Segments
69
Number of Videogames in the Home
Number of Videogames in the home (Total Sample)
Difference Console Players
Difference PC Players
PC Exclusives 7,0 Online 8,3
Children 34,4
Online 27,5
Average number of videogames 17,3
Average number of videogames 20,0
Average number of videogames 18,6
Unit Percentages Base Total sample (n604)
P34. How many PC videogames do you currently have
in your home?
70
Source of videogames in the home
Children 58,2
Among games found at home, CONSOLE players are
those who have purchased the most ORIGINAL games
(55,9). On the contrary, one third of PC
players games are ORIGINAL purchases (33,5)
and another third is COPIED and DOWNLOADED
(32,7). ONLINE (17,1) and UPPER/ UPPER-
MIDDLE social class players (16,8) are those
who have the most downloaded games.
Children 2,1
Online 17,1 Upper class 16,8
Unit Percentages Base Have Games at home
(n589) PC (n289) Console (n300)
Q.35. Please tell me if the videogames that you
have were bought, given as gifts, lent, copied or
downloaded. What percentage of the games you
have are?
71
Level of satisfaction with the current product
offering of videogames and Reasons for not being
satisfied
Level of satisfaction with the current product
offering of videogames
Motivos
8 out of every 10 players are very or quite
satisfied with the current product offering of
videogames. Only 11,5 arent satisfied with
the product offering. There arent any
significant differences among the segments.
79,2
Reasons
Unit Percentages Base Dissatisfied (n68)
Unit Percentages Base Have Games at home
(n589) PC (n289) Console (n300)
Q.38a To what extent are you satisfied with the
product offering of games that exist for PCs
very satisfied, quite satisfied, a little
satisfied or not satisfied? / Q38b Why arent you
satisfied? Any other reasons?
72
Renting
73
Frequency of renting videogames
Has rented videogames before
How often?
CONSOLE
Has rented videogames before
PC
Unit Percentages Base PC Rent (n117) Console
Rent (n165)
Unit Percentages Base PC Players (n302)
Console Players (n302)
Q.39 Have you ever rented videogames for a
Console / PC? / Q.41 And how often do you rent
videogames for a Console / PC?
74
Themes rented in the last 6 months Based on
Platform
Women 52,5
Online Games 31,6
Unit Percentages Base PC Rent (n117)
Console Rent (n165)
Q.40 What videogame themes have you rented in the
last 6 months? We are referring to all of the
themes that you have rented, regardless of where
you rented them. The card that Im showing you is
to help you remember the themes, but you can
provide me with themes that dont appear on the
card.
75
Level of satisfaction with the current rental
offering of videogames and Reasons for not being
satisfied
Level of satisfaction with the current rental
offering of videogames
Motivos
8 out of every 10 players are very or quite
satisfied with the current rental offering of
videogames. Only 12,1 arent satisfied with
the rental offering. Theyre arent any
significant differences among the segments.
77,2
Reasons
DK/DA 79,6
Unit Percentages Base Dissatisfied (n34)
Unit Percentages Base Rent videogames (n282)
PC (n117) Console (n165)
Q.42a To what extent are you satisfied with the
rental offering of videogames for PCs very
satisfied, quite satisfied, a little satisfied or
not satisfied? Q.42b Why arent you satisfied?
Any other reasons?
76
Buying videogames after renting them
Buys videogames after renting them
Almost half of the sample group (47) dont buy
any videogames after renting them. Three of
every ten players who rent videogames buy up to
25 of the games rented after trying them. 13
of CONSOLE EXCLUSIVES buy between 75-100 of
games rented, more than other segments.
Unit Percentages Base Rent videogames (n282)
Q.43 When thinking about all the videogames that
youve rented, please tell me the percentage of
games you buy after having tried them.
77
Buying videogames
78
Ways of hearing about the launch of videogames
Online 69,0
Heavy Players 31,8 Women 11,8
Heavy Players 24,6
Heavy Players 21,0 Online 36,8
Children 1,9
Unit Percentages Base Have videogames at home
(n589)
Q.36a How do you usually hear about the launch
of videogames?
79
Place of purchase
Console Exclusives 42,8
Online 23,1 Heavy Players 21,2
Online 7,1
DK/DA 14,7
Unit Percentages Base Have videogames at home
(n589)
Mentions begin at 1
Q.36b Where do you usually buy videogames?
80
Average yearly expenses in buying videogames
PC Players
CONSOLE Players
More than half of adolescents / adults (slightly
more among Console players) dont spend more than
100 per year on videogames. There are more PC
players who dont buy videogames in general.
Unit Percentages Base Adults who have
videogames (n451) PC (n239) Console (n212)
P.37 How many euros per year do you or your
family spend buying videogames for PCs? Give me
an approximate calculation.
81
How do you break down your annual entertainment
budget?
Low 33
Light Players 51
Low 38
Women 21 Light Players16
On average, adolescents / adults spend a quarter
of their annual budget on videogames. Its
slightly higher among Console players. WOMEN and
LIGHT PLAYERS are those who spend the least on
videogames.
Unit Percentages Base Adolescents / Adults
(n466)
P.45 Lastly, please tell me your budget, or how
much you spend on average on entertainment items
like music, DVDs, games, videos, etcHow do you
break down the average expenses? What percentage
of the expenses goes to?
82
Equipment
83
Existence of Computers in the home (I)
DOESNT HAVE
HAS COMPUTER
Unit Percentages Base Total Sample (n604)
Computer Features (I)
Equipment
Internet
Internet 64
DK/DA 0,2
Unit Percentages Base Adolescents / Adults PC
Players (n251)
Unit Percentages Base PC Players (n302)
Im going to ask you to please tell me the
features of the computer you have at home, in the
event that you have one.
84
Existence of Videogame Console in the home
DOESNT HAVE
HAS CONSOLE
Unit Percentages Base Total Sample (n604)
Console Model normally used for playing games
Console is equipped with Internet adaptor (Online
game)
Total Play Station 87,2 Total Gameboy
7,0 Total Nintendo 1,2
Unit Percentages Base Console Players (n302)
Which videogame console model do you usually use
for playing games? Q3. Do have an Internet
adaptor to play games online with the console?
85
CONCLUSIONS
86
Conclusions (I)
PC PLAYER PROFILE

• In general we are finding younger players /
  adults between 14-34 years old with children. And
  among PC exclusives there are more players
  between the ages of 25-34 years old within the
  upper / upper-middle social classes.
• One-third of PC players also play videogames
  online, much more than Console players.
• 23 play more than 4 hours per week (Heavy
  Players), and they also play
• Online videogames, the most frequent players
  reach 35.
• We are finding slightly higher percentages among
  Light Players (less than one hour per week).
• On average, PC players play 2,6 hours per week,
  significantly less than Console players.
• They prefer to play alone and at home.

• Favourite themes are similar to those of the
  Console Action, Adventure, Cars/ Racing and
  Sports. Sports games are also the games that are
  played most often, as well as the ones most
  preferred by men.

87
Conclusions (II)
PC PLAYER PROFILE

• The favourite theme for women PC players is by
  far The SIMS, especially because its
  entertaining, you have freedom of play and it
  seems real.
• Men like FIFA football better.
• The most important aspects when it comes to
  choosing a videogame include speed,
• the number of screens and price (similar to
  Console players). The characteristic most highly
  valued by Online players is that several people
  can play at the same time.
• 7 videogame manufacturers are recognized, on
  average. The best known are Nintendo, Sony and
  Microsoft. Microsoft is recognized by PC players
  more than by Console players.
• They have more than 20 videogames at home, a
  third of which were originally bought, and
  another third of which are copied or downloaded.
  Its particularly the Online players who download
  games the most.
• 4 out of every 10 have rented a PC videogame in
  the past, but
• more than half do so very infrequently (less
  than once per month).

• 26 dont buy PC videogames and half of those who
  do, dont spend more than 100 per year, which
  represents an average of 23 of their annual
  entertainment budget.

88
Conclusions (III)
VIDEOGAME CONSOLE PLAYER PROFILE

• There are more children between the ages of 7-13
  among Console players, especially among those who
  form part of Console exclusives.
• 26 play more than 4 hours per week (Heavy
  Players), even more still among men and
  adolescents/adults.
• Only 10 play less than 1 hour week, but if we
  look at women separately, this figure doubles.
• On average, Console players play 3,0 hours per
  week, significantly more than PC players.
• They play more with their friends and family than
  PC players, although half usually play alone.

• Favourite themes are the same as the ones for
  PCs Action, Adventure, Cars/Racing and Sports.
  Sports games are also the ones played the most,
  and the ones most preferred by men.
• Console players have several favourite games,
  which appear in the following order FIFA
  Football, GTA and PES.

89
Conclusions (IV)
VIDEOGAME CONSOLE PLAYER PROFILE

• Favourite titles among men Console players are
  FIFA Football and Pro Evolution Soccer (PES), the
  latter especially because it seems real and its
  the game they play with their friends.
• When it comes to choosing a videogame, the most
  important features include the number of screens,
  speed and price (similar to PC players). They
  value the main character and other characters
  more than PC players.
• On average, they are familiar with 7 videogame
  manufacturers, the best known are Sony and
  Nintendo. Sony is better known by Console players
  than by PC players.
• They have an average of 17 videogames at home,
  more than half of which were originally bought in
  shops, and theyre the ones with the fewest
  number of copies.
• More than half have rented a Console videogame
  game before, but
• more than half do so infrequently (less than
  once per month).
• 13 of Console exclusives buy between 75-100 of
  rented games,
• more than other segments.

• 60 of those who buy games dont spend more than
  100 per year, which represents an average of 27
  of their annual entertainment budget.

90
ANNEX QUESTIONNAIRE