Gaming survey: Brits go online first for game research and purchases

21/09/2011

Online has become the place to go to learn about, research and purchase new game titles, according to a new survey of UK gamers conducted by YouGov. The study, commissioned by online ad network Tribal Fusion, suggests that, while traditional point of sale remains an important marketing element, an online campaign is increasingly crucial during launch.

21/09/2011

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The poll indicated that more than half of UK gamers now get their games online, most through Amazon.

Online has become the most influential channel for reaching today's gamers, found the survey of 937 video gamers aged between 13 and 35.

At every stage from hearing about a new game, researching it and through to purchasing, the Internet plays the starring role.

- Over half (53%) cited they heard about new games online, versus 15% citing TV. Very few heard about new games from retailers (4%), newspapers (4%) or magazines (2%);

- Almost three-quarters (73%) go online to research a game before making a purchase decision, way ahead of the next influencer - recommendations from friends and family (11%);

- Almost two-thirds (56%) purchase games online versus a third (32%) who continue to frequent stores;

- Physical copies are still way more popular with 88% purchasing this format (via online or store) compared with 10% downloading games;

- Amazon is the most popular online game retailer used by 73% of respondents. The next most-popular online game outlet being Play.com used by 53% followed by Game.co.uk with 36%.
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"Online is clearly the most influential medium for reaching the gaming audience," said Graham Ratcliffe, client strategy manager at Tribal Fusion UK.

"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."

Read the full 37-page report, with graphs and tables by clicking here (PDF File).

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