ZiffDavis: Gamers Influence General Product Purchases

In a community where the value of word-of-mouth reigns supreme, the gaming demographic is becoming increasingly recognized as being made up of influencers by retailers. And gamers don’t just influence gaming-related purchases, but general product purchases, as well.

That’s according to a Ziff Davis Media consumer study, fielded among 1UP Network users, conducted by comScore.

The report, which garnered response from a predominantly male audience with an average age of 24, reflects a peaked interest particularly in the entertainment and technology realm, such as consumer electronics, music and movie purchases.

The survey found, not surprisingly, that the gaming community is heavily comprised of technology enthusiasts (also see series of charts related to these findings):

• Over 80 percent own a mobile phone, DVD player, and desktop computer and over 50 percent own a digital camera, MP3 player (without video), Wi-Fi products, PC storage/hard drive and flat panel PC monitor.
• Gamers are looking ahead to the latest technology for future purchases, with about one-third considering a purchase in the next six months of flat panel/plasma/LCD TVs, HDTVs and high end audio systems; another 25 percent are considering purchasing digital camcorders and laptop/notebook computers.
• Gamers are enthusiastic about and comfortable with new technology and consumer electronics (93 percent), with 76 percent described by their friends as being into the latest technology and 61 percent being the first amongst their friends to buy new technology gadgets.
• MP3 players are on the rise within the gaming community, with 71 percent planning on purchasing an Apple iPod in the next six months, 43 percent Microsoft Zune, 28 percent Apple iPhone, and 24 percent Creative Labs.

Gamers are avid movie watchers, with 64 percent going to theaters at least once a month, 91 percent watching a DVD movie at least once a month and 76 percent renting an average of 7 movies in the last 6 months. They enjoy a variety of movie genres, including:

• Comedy (89 percent)
• Action/adventure (88 percent)
• Science fiction (79 percent)
• Animated (64 percent)
• Comic book (59 percent)
• War (58 percent)
• Martial arts (58 percent)
• Anime (51 percent)
• Horror (51 percent)