The latest wave of SMG’s Emerging Spaces programme investigates the ever advancing world of Gaming. According to our primary research 40% of UK adults are now regular gamers; making this emerging media space increasingly significant for advertisers.
Our research takes an independent view of adult gamers in the UK, exploring the wide range of gaming devices from consoles and PC’s, to handhelds and mobiles. Throughout the study we spoke to around 2000 gamers, using both quant and qual approaches.
The Game Boy to Game Gran study uncovered six segments, including Gaming Gareth and Wii Wendy. A detailed look at these audiences allowed us to understand the range of gaming behaviours that exist, alongside brand preferences and attitudes towards advertising.
Click below to see a summary of the report — please contact Donna Booth if you'd like to see more information about our findings.
Tonnes of great opporttunities for our clients
Very interesting piece of research, into a area which I think has always been under-exploited by adverisers, considering the size and diversity of the target audience.
A very helpful way of viewing the gaming community.
Matt
Really fascinating and enlightening research into an area we know our consumers are active in (40% of the population!) but still relatively untapped by advertisers. Very useful to know more about hardcore gamer behaviour as well as being able to appreciate the size and dynamics of the newer female/older gaming opportunity.
We've found this very useful in identifying test and learn opportunities.
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