Women the new gamers: Part Deux
February 19th, 2009 | Published in Consumer Electronics | 1 Comment
As a follow up to my Feb. 11th blog, Boomers the new gamers, a Nielsen’s study was released this week confirming the Wii’s pull to bring new estrogen-powered gamers into the market. The study also shows how segmented the gaming system market has become with Wii appealing to boys age 6-11 and women age 25-34, Xbox primarily attracting males 12-17, and PS3 attracting both males/females aged 18-24.
While the type of games they produce certainly help develop the brands’ personality, this category provides good learnings on well-defined target segmentation analysis. Below is an unsubstantiated, 5-min. self-exercise for needs/wants segmentation in the video game category and how these brands have tapped into characteristic profiles.
Completely unscientific needs/wants segmentation of gaming market.
A search on Flickr (again, unscientific) also helps substantiate this segmentation:
Wii Flickr Search
PS3 Flickr Search
XBox Flickr Search
Although, the random shot of a grandmother playing a game is found for each gaming system. What’s the fascination there?
March 5th, 2009 at 2:07 pm (#)
Hi Remy. Great post. I read this and then opened up a mailer from BabiesRUs. It’s chocked full of pricing specials on diapers, formula and…the Nintendo DS. A half-page is decidated to the game system. 25% off and a picture of a relaxed and happy mom playing the game. Kind of surprising to me. But it absolutely captured my attention.