[Game Age Research Institute, Inc.]
Gamers are also active in consumption other than games
Game Age Research Institute Inc. Gamers are also active in non-game consumption
[Game Age Soken Inc. Gamer Lifestyle Survey]
………………………………………………………………………………………… “Travel” and “Sports related” are also highly used! ~ A gamer who enjoys daily consumption like a game ~ Game Age Soken Co., Ltd. (President and CEO: Seiichi Mitsui) is conducting a “Gamer Lifestyle Survey” targeting 2,000 men and women in their teens and 40s. We have conducted various analyzes as the only “marketing research & consulting firm specialized in the game business” in Japan. Nowadays, the traditional game market is transitioning due to the rise of new “entertainment” that goes beyond the so-called game frame such as VR and e-sports that have become a hot topic all over the world. Therefore, we will continue to analyze the gamers’ lifestyles under the theme of “What is a gamer?” This time, I would like to see what gamers who spend more than ¥ 10,000 a year on games are interested in and consuming something other than games.
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■ One in four people who play the game spends more than ¥ 10,000 a year on the game.
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In the previous report, 77% of the whole Japanese recorded that they were playing some games, but this time it was seen for the gamers who used “more than 10,000 yen for the game in the past one year” among them I would like to Gamers who spent over 10,000 yen on games in the past year accounted for 25.8% of all game users. It seems that one in four people who play the game spends more than 10,000 yen a year on the game. By sex age, men in their 30s are the most, 20.4%. Men in their twenties followed with 20.2% and teenagers with 18.4%. The male-female ratio is 72.4% for males and 27.6% for females.
■ “Food” is of interest. Interest in fashion and travel is low. Now, let’s look at things that are of daily interest to gamers who spend more than 10,000 yen a year. This time, in order to see the same interest and consumption as general users, we will look at content entertainment related things such as animations and music that are of high interest to gamers. The most expensive is catering and home food. Then, it can be said that there is a high interest in food, followed by eating out. All were more than 5 points in comparison with the whole Japanese. In addition, “Learning / qualification acquisition” and “investment” tended to be slightly higher compared to the entire Japanese population. On the other hand, “Fashion”, “Travel” and “Cosmetic services / cosmetics” tend to be somewhat less interesting than Japanese as a whole. There are many men who spend over ¥ 10,000 a year, so I can see that interest in “cosmetics / cosmetics” is low, but despite many men in their twenties and thirties, interest in travel, fashion, etc. It looks a bit low.
■ In food-related businesses, there are many uses of “catering and prepared meals” and “instant foods and frozen foods”. Now, let’s look at things that are often used in relation to food.
More than half of “sweets, snacks and chocolates” say that they use it frequently, but there is not much difference compared to the whole Japanese. On the other hand, “Catering / Prepare Food” and “Instant Food / Frozen Food” were more than 10 points higher than the Japanese overall. On the other hand, “Japanese-style pubs and bars” and “Drink and alcohol at home” were almost the same as Japanese. Gamers who used alcohol and alcohol-related items were not so much used, and it was a result of the eating habits that they often used simple and convenient foods, especially for the home meal. In addition, as a result of research on “Teppan food during gameplay” (www.gameage.jp/release/research/index_004.html), not only the efficiency and effects of food but also “food” Elements that can be enjoyed actively may be necessary for gamers as well.
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■ Even if you are not interested in “fashion”, you are active in purchasing online. Next, let’s look at the use of “fashion” that was less interesting than the whole Japanese. Although they answered that they are not interested in it, online purchases of fashion were higher than the Japanese overall. The use of “fashion online mail order” is lower in teenagers than in Japanese as a whole, but higher in 20s and above, especially in the 40s as opposed to 9.2% of Japanese as a whole, but annual use of 10,000 yen or more Gamers are seen to use 17.3%.
In addition, not only fashion, but also the use of “net mail order of general daily goods” is 36.6% for the whole Japanese, while the gamers who use annual sum 10,000 yen or more use 50.6% and more than half.
It can be seen that not only fashion but also daily goods etc. are “active” with regard to “buying online”.
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■ The actual usage rate is high for “travel”, which has low interest. Next, looking at the actual use of “travel”, which was of low interest, the entire Japanese accounted for 19.2%, while gamers using annual sums of ¥ 10,000 or more used 22.4%, There was a tendency for the utilization rate to increase as the age went up, although there was little for teens. In the forties, the utilization rate was higher by 10 points or more compared to the whole Japanese.
In addition, the use of sports related facilities is also 10.3% higher than the whole Japanese, and the utilization rate tends to increase as the age goes up. In the 40s, the entire Japanese population is 7.1%, and for gamers who spend more than 10,000 yen a year, it is surprising that the usage rate is more than doubled to 18.7%.
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From the above results, it turned out that gamers are more active than expected in consumptions such as food consumption and low interest fashion as well as game-specific consumption. In addition, although I am a gamer who has an impression that tends to stay in the house, I could see an unexpected side, such as travel and use of sports related facilities a lot. As a reason for the use, “games and travel were both hobbies from students, but since I became a member of society and I could afford the income side, I went on a trip with my family for a while.” (Male, 34 years old), Opinions such as “I’m thinking about health and running, but when I try it, I feel like I’m stacked like RPG and it’s quite fun” (Male, 48 years old) were seen. As you can see from this comment, modern gamers are not interested in anything other than games, and there is little impression that they play games alone, and they find that they have various interests besides games and entertainment. For them, playing games, the desire for games to feel immersive, sense of accomplishment, etc., has not changed in the past and now. However, consumption other than games, such as consumption to further expand the sense of immersiveness and achievement, consumption such as consumption to share the fun with family and friends as hobbies other than games, also seeks the sense of consumption like games I could see that It may not be a gamer’s unique idea that it is thought that each one is not “consumer consumption” but “efficiency” and not only “effects and effects”.
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For more information about this release(Japanese):