Online dominates as influencer of game buyers, according to YouGov
London, UK – August 25, 2011 More than half of gamers hear about new games online, according to a new poll by research specialist YouGov commissioned by global online ad network Tribal Fusion. TV was a distant second as just 15% of gamers cited it as their main source for hearing about new games.
Tribal Fusion commissioned research firm YouGov to examine what forms of media are most important to video game buyers throughout the purchase process. The survey spoke to 937 video gamers aged between 13 and 35 years of age between 6th – 12th July 2011.
Key findings of the research are:
- Buyers predominantly hear about new video games online – 53% ranked online as the most important source, followed by 15% of people ranking TV as the most important
- Online is by far the most popular source used to researching games prior to purchase – 73% of users ranked it as the most important source, ahead of friends and family (11%)
- Finally, two thirds of buyers purchase video games online, with a third of buyers still choosing to visit high street retailers to make their purchaseRichard Foan, Group Executive Director, Communication & Innovation, ABC said: “We are delighted that Tribal Fusion UK is delivering increased transparency to the online world by auditing with ABC. The Good Practice Principles alongside an ABC audit provide a vital stamp of trust for the industry.”
“Online is clearly the most influential medium for reaching the gaming audience,” said Graham Ratcliffe, client strategy manager at Tribal Fusion UK who worked with YouGov on the research.
“While traditional marketing at point of sale continues to be important to consumers, video game manufacturers would be advantaged by investing in online campaigns, especially during the launch period, that is where purchase decisions are being made.”
A full copy of the research is available for download at: http://blog.tribalfusion.co.uk/2011/08/25/ profiling-video-gamers-new-tribal-fusion-research/
For more information please contact:
Naomi Hawney, EU Marketing Manager
T: 0203 411 7436
About Tribal Fusion
Tribal Fusion is the new breed of online advertising network. We combine technology, audience data and publisher partnerships to deliver high-performing display campaigns across one of the world’s largest publisher networks.
Our proprietary contextualisation technology is integrated on a single platform with targeting, optimisation, and creative tools to provide advertisers with a better understanding of their customers and the ability to reach out to those customers with new levels of effectiveness.
Tribal Fusion was founded in 2001 and is part of the Exponential Group of online businesses – a technology-enabled media services company headquartered in Emeryville, California with operations in 33 locations worldwide.
YouGov is the authoritative measure of public opinion and consumer behaviour. It is our ambition to supply a live stream of continuous, accurate data and insight into what people are thinking and doing all over the world, all of the time, so that companies, governments and institutions can better serve the people that sustain them.
YouGov has been acclaimed as the country’s most accurate opinion pollster. Our full service research offering spans added value consultancy, qualitative research, field and tab services, syndicated products such as the daily brand perception tracker BrandIndex, and fast turnaround omnibus.
Our sector specialist teams serve financial, media, technology and telecoms, FMCG and public sector markets.
YouGov has operations in the US, Europe, Scandinavia and the Middle East.