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a 5 year viewRoy Morgan Single Source: April 2006 – March 2011

And how different socio-

economic profiles influence

gaming behaviour

TRENDS

2© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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Themes

SOURCE OF ALL MATERIALS: ROY MORGAN SINGLE SOURCE (AUSTRALIA) : APRIL 2005 – MARCH 2011

3© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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% Ownership of gaming devices

6%

82%87% 89%

87%85%81%

24%24%

19%

41%40%36%

Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11

% o

f A

ust

rali

an p

op

ula

tio

n 1

4+

4© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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% who play games (by device)

55%

35%

54%

44% 39%

33%

38%

17%

15%

20%

35%

29%

Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11

% o

f A

us

tra

lia

n P

op

ula

tio

n 1

4+

5© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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% who play games on several devices

+

+

+

+ +

12%

22%

13%

9%9%11%

23%

21%

11%

11%

9%8%

Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11

% o

f A

ust

rali

an P

op

ula

tio

n 1

4+

6© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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Mobile Phone gamers

A Profile

Spotlight

7© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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55% earn

over

$50,000

They represent 20% of the population aged 14+, i.e. 3.7 million people

Likely to be

employed

& renting

Image

conscious,

fashionable57% aged

25-49

Likely to be

young

parents

+ive outlook

for economy,

but 68%

spending

less

8© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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They like shopping and are influenced by brand, however 48% search for bargains.

Mostly use catalogues and internet for information on home entertainment items.

53% have bought something online in L3M, spending on average $556.

Typically shop in speciality stores for home entertainment and PC equipment.

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3X more likely

3X more likely

to be an early adopter

10% own

15% intend to buy

78% with Broadband

51% online 15+ hrs/week

73% own

“ Computers and

Technology give me

control over my life”

10© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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to play games on all three devices

++ + +

21% 65% 59% 45%

“I love gaming”

only

% of mobile gamers - Ownership of devices today

11© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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12%

38%

27%

14%Apr 10 - Mar 11

13%Apr 06 - Mar

07

2 x more likely to

purchase console

game

% of mobile gamers - Ownership of games consoles overtime

12© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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32%never read news

28%read 5+ magazine issues per week

51%Spend 8+ hrs a week on the net

35% watch TV 3+ hrs per day

Increasing trend

Downward trend

13© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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Demographic Profile of Gamers

14© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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52%

38%

59%

51%

+14%

Women 25-

34

grown 24pts

%

55%Apr 10 - Mar 11

44%Apr 06 - Mar 07

% of selected demographics that play video games

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Young mothers online

A Profile

Spotlight

78%

52%42%

38%

Apr 06 - Mar 07 Apr 10 - Mar 11

% that play video games

Females

YMO

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They represent 5% of the population aged 14+, i.e. ~ 1m people

75% “Not

enough

hours in the

day”

Not feeling

financially

stable

2 kids

Avg age =

7

Mean

Household

Income:

80K

46% paying

off home

17© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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20% more likely to make decision on emotions

Spend less online than average

56%

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2 X more likely to use Facebook

60%

49%

75%

63%

81%

69%

29%Apr 10 - Mar 11

25%Apr 09 - Mar 10

% of YMO who visited lifestyle websites in last 4

weeks

% of YMO who visited banking & finance

websites in last 4 weeks

% of YMO who visited social media websites in

last 4 weeks

% of YMO who visited email & communication websites in last 4 weeks

19© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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“Home entertainment is my entertainment”

73% of YMO

spend an avg. of $48 on

73% of YMO

spend an avg. of $48 on

home entertainment in last 7 days

22%

(3x more likely)

22%

(3x more likely)

have bought console video

games in last 3 months“I buy the latest video games"

20© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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43%Apr 10 - Mar 11

34%Apr 06 - Mar 07

40%

31%

31%

20%

Nintendo Wii (38%) and DS (26%) most popular14% own an iPhone (79% more likely than average)

% of YMO who own specific devices over time

21© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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38%read unaddressed mail

52%use catalogues when searching for product information about home electronic items

39%watch TV 3+ hrs per day

28%never read magazines

28%Have been to cinema in last 4 weeks

Increasing trend

Downward trend

22© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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39%

31%37%

58%

50%

60%

76%

67%

76%

90%91%92%

Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11% o

f A

ust

rali

an P

op

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n 1

4+ w

ho

pla

y vi

deo

gam

es

Baby Boomers

Gen X

Gen Y

Gen Z

my generation…% playing games of different generations

23© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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23%Australian population

$94,000 mean household income

97% Aged 50+

Booming Gamers

A Profile

Spotlight

24© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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1 in 4 spend 15+ hrs on the net

41%Have purchased online

in last 3 months $647mean spend online

14%Apr 10 - Mar 11

10%Apr 06 - Mar 07

8% purchased a game in last 3 monthsownership

25© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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32%read news &+ times a week

35%Watch 3+ hours

of TV per day

30% read unaddressed

mail41% Never listed to the radio

26© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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27© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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+3%to 7%

+1%to 1.3%

19% play

online games

(up +7% in last 4

yrs)

+3%to 13%

in last 4 years

28© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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5%

24%

23%

13%

36% Less often

A few times every 2 - 3 months

>1 times a month

>1 times a week

Once a day

69%

31%

Under 18

38%

50+

3%

35-4921%

25-3419%

18-2419%

How often do you connect your games console to the Internet to play online?

Online gamers

29© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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PLUS

30© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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TV consoles as gaming devices

Top reasons for not subscribing to Pay TV

• 53% never subscriber• 38% Too expensive• 7% Unable to select channels of interest• 7% Not attractive content

Accessed by 40% of Australian’s 14+

Game consoles as entertainment hubs

Accessed by 25% of Australian’s 14+

31© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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The risk to

traditio

nal

retail is real

Ecommerce vs. Traditional Retail

32© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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Purchased Device in Last 12 Months

12%

34%

5%

8%6%7%

15%12%

11%11%

32%33%

Apr 06 - Mar 07 Apr 07 - Mar 08 Apr 08 - Mar 09 Apr 09 - Mar 10 Apr 10 - Mar 11

% o

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rali

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op

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33© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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Amount Spent on console games

in last 3 months$132

$150$149$149$148

Apr 06 - Mar 07

Apr 07 - Mar 08

Apr 08 - Mar 09

Apr 09 - Mar 10

Apr 10 - Mar 11

bought console games in

in L3M

32%Apr 10 - Mar 11

27%Apr 06 - Mar 07

34© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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51%

26%

39%

28%

41%

50%

39%

53%

47%

32%

21%

10%

Apr 06 – Mar 07 Apr 07 – Mar 08 Apr 08 – Mar 09 Apr 09 – Mar 10 Apr 10 – Mar 11

% who spent online in last 3 months

Generation Y ($380 $505)

Generation X ($460 $595)

Baby Boomers ($553 $647)

Generation Z ($227 $316)

30%

42%$559

$462

42% only

buy from

retailers they

know

Apr 10 - Mar 11

Apr 06 - Mar 07

Avg. spend increased in past 5 years:

35© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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Conclusion

• Mobile gaming is not just for teens, focus on the 25 to 49 year

olds

• Women gamers are growing, focus on those aged 25-34,

especially young mothers

• Baby boomers are a large affluent market with disposable

income, but don’t market to them via the radio

36© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

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Conclusion

• Online gaming is growing, watch out for mobile

• Convergence is an opportunity and threat – know your

competition and the landscape

• Online retail is an opportunity and people buy from retailers

they know and trust

37© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution.

Dis

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Andrew Braun Director – Mobile, Internet & Technology andrew.braun@roymorgan.com

Twitter: abraun64