Some of the most prominent advertisements at this time of year seeking to capture the imagination of the Christmas present-buying consumer are those promoting the latest must-have console games. Call of Duty–Infinite Warfare and FIFA 17 are two particularly heavily marketed games at present.
Gaming generally is of course very big business and one that can prove very lucrative, with console games often retailing at around €70 each and the consoles themselves considerably more.
Latest data from Kantar Media’s TGI data in the Republic of Ireland reveals that 14% of adults (half a million consumers) have spent €75 or more on console games in the past 12 months. In Northern Ireland the figure is 17% and in Great Britain it is 9%.
As a group, these game-purchasers do of course skew towards the younger end of the age scale, with 15-24 year olds in the Republic of Ireland almost twice as likely as the average adult to have spent €75 or more on games.
The attitudes of these game-purchasers that make them different to the average adult reveal a love generally of tech and of convenience. For example, they are 59% more likely to say they love to buy new gadgets and appliances, 65% more likely to say that shopping by internet makes their life easier and 46% more likely to like to eat take-away meals.
For the purposes of effectively engaging these consumers, it is instructive to note that they are 90% more likely to admit that celebrities influence their purchase decisions and over twice as likely to believe that advertising within video or computer gameplay enhances the realism of the game.
In terms of the key media the consume, TGI data shows they are 79% more likely to be amongst the heaviest fifth of consumers of cinema and 54% more likely to be amongst the heaviest fifth of consumers of magazines. In addition, over two-thirds of them talk to others about computer and console gaming, whilst 15% of them believe they can very likely convince others with their views in this area – representing a particularly valuable and potentially efficient target for marketers.
To view archived TGI Insights of the Week please click HERE