Mediapost Article by Nancy Shonka Padberg, December 19, 2011
Now that I have your attention, let's look
at this enlightening data from a marketing perspective. This result is from a
Harris Interactive survey of 2,000 adults in October 2011 on the behalf of
GameHouse. There is much discussion around the billion-dollar gaming industry
and how to understand and connect with the target audience. Surprise -- online
gamers are comprised of 55% women with the majority over the age of 35. They
tend to be happier, engaged socially online and apparently have more sex.
Women Gamers Stats Harris Interactive:
64% are over age 35
61% play between 8 p.m. and midnight
86% socialize once per day online
57% have sex once per week vs. 52% of
61% play to relieve stress
58% play to alleviate boredom and take a
Let's take a look at one of our website
partners, Winster.com. It offers many free multi-user games that encourage
collaboration instead of competition, strengthening social networks while
promoting positive social interaction. A recent 2011 survey of their registered
players returned 8,000 responses with the average age of 50. The top reasons
for playing social games was for social interaction, to relieve stress, relax,
and enjoy mental stimulation in a friendly gaming environment. The Boomer women
stats are in alignment with the Harris Interactive survey.
Winster.com Survey Findings:
70% of players are ages 45 and up
80% of players are women
57% of players are between 45-64 years old
83% of players have made at least one
77% of players play more than one hour a
37% of players play more than five hours a
87% of players play from home
The panel I am speaking on at the Consumer
Electronic Show's Silvers
Summit Jan. 10 is about the online gaming industry. The gamer panel
includes Randy Paynter from Care2, Asi Burak of Games for Change and Fred
Howard of Kingsisle Entertainment. Together, we will uncover the facts and
stats of this growing industry and dismiss the myths and misconceptions of
Boomers and seniors. Attendees and astute marketers will also better understand
the key female target audience economic strength, who makes or influences 80%
of the household decisions and one of the ways to reach her online.
Marketers and ad agencies always ask us
for new online ideas - beyond the banners. Some of the unique online
advertising programs we utilize is integrating brands into games, pages, video
and content on our 140 site partners. The questions marketers should ask
include: Is my brand reaching and engaging baby Boomers online where they spend
their time on a trusted site with relevant content? Is this custom program
scalable? Will my brand be in a premium position?
Whether its gaming, gardening,
grandparenting, socializing, quilting, chatting on auto sites, learning about
finance and wealth strategies, reading about health issues or planning the next
big trip - the fact is Boomers/seniors are on that site by choice. They have a
relationship with the site, content and in some cases other members.
Boomers are online 15 hours per week vs.
teens' 13 hours per week and hold 70% of the U.S. wealth. No wonder Boomers are
online so much, sites are improving their content, have an authentic voice,
offer relaxation, stimulation, health benefits, empowerment and an added bonus -
a better sex life!