What amazes me most is that while only 6% of social gamers purchase virtual goods, these gamers purchase $653 million of these goods, which is over 60% of the total gaming market size and is over 3x the size of the projected advertising spend on social games in 2012.
This consumer segment is definitely a potential target for brands, like the article says. I just wonder what the purchase behavior is for this 6% and whether they actually care enough about brands to buy their virtual goods vs whatever they're buying now.
Fascinating. I feel that certain brands may be very appealing to this sector, but it would definitely be a niche group. I see great potential for an ethnographic study that would look into what triggers these buying habits and that would try to map the demographics and psychographics of these 6%. Independent study, anyone? (Not me, though - I'm already involved in one.)
ReplyDeleteIn case anyone is was wondering who newsworthy_editor is, it's me. I didn't realize that that was my profile name, and have now changed it to something a bit more practical. Mea culpa.
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