All media work together
Two-thirds (70%) of consumers that recently bought video games and/or game systems, either online or in stores, reported some or significant purchasing influence from TV.
And 54% reported influence from online video, according to a consumer-choice study from Ad-ology Research, MarketingCharts reports.
The Fall 2008 Media Influence on Consumer Choice Survey also found that nearly half (48.5%) of consumers between ages 18 and 24 had purchased video game products recently, and members of this age group reported even higher rates of influence from information or ads on TV (84.9%) and online video (64.6%).
Magazines also had some or significant influence on 57.5% of recent buyers. Men were significantly more influenced by information and advertising in magazines than women (61.4% vs. 53.4%), and when broken down by age group, 25-to-34-year-old purchasers reported the most influence from magazines (68.3%).
"Gamers want to see new releases in action before they buy, and online video is an effective way to show actual game play," said C. Lee Smith, president and CEO of Ad-ology Research. "Video game marketers should be careful not to write off traditional media in favor of online marketing, as a large percentage of gamers are still influenced by television and magazines," Smith said.
Additional survey findings:
- More than three-quarters (76%) of video game buyers say they prefer to purchase their game systems and/or software in stores vs. online (24%).
- Product availability is rated as an important or very important factor in the purchasing decision by 83.8% of buyers.
- Approximately 38% of video game/system purchasers say online product reviews significantly influenced their purchase.
- Nearly 70% of consumers were influenced by manufacturer websites.
- About 20% of purchasers say sports sponsorship is somewhat or very important.
About the survey: Ad-ology Research surveyed an online consumer panel of 1,105 adults in a manner that is 98% representative of the adult US population, from August 25-28, 2008. All online survey participants were screened to identify and verify user information, location and demographics and to identify duplicate/multiple entries. The survey results were weighted to more accurately reflect the US population.