Pourquoi intégrer les amateurs de jeux vidéo dans votre stratégie d'audience ?

Key insights

6 takeaways

01
Gamers on YouTube are more likely than standard internet users to consider buying computers, smartphones, and entertainment products. The document describes them as "superconsommateurs" with a clear influence in favour of brands.See it on page 3
02
Gamers on YouTube are also more inclined to buy premium products, with 74% saying they would pay more for high-quality media and entertainment products and services.See it on page 3
03
In consumer electronics, 87% of recent buyers among gamers say they generally recommend their purchases to people they know.See it on page 4
04
40% of YouTube gamers who recently bought products in media and entertainment, beverages and food, or consumer electronics say online videos they watch influence them.See it on page 5
05
Gamers expect brand content to entertain them (83%), relate to their passions (75%), and explain how to use products and services (70%).See it on page 5
06
The document recommends treating gamers as influential people who can help sell products, rather than only as consumers.See it on page 6

Summary

This article, published in December 2015 by Kim Thompson, SVP Group Client Director of Digital at MediaVest and written as part of Think with Google, presents a study on why gamers are an interesting audience for marketers across categories. The study was conducted by Google with Ipsos MediaCT in the United States in September 2015, surveying 4,803 people aged 18 to 54 who browse the web at least monthly. Of these, 2,001 are described as gamers who watch video games on YouTube at least monthly. Among the gamers, 30% are women, more than a third are over 34, and 47% have become parents.

The study reports that gamers are more likely than standard internet users to consider buying computers, smartphones, and entertainment-related products such as cinema tickets, music albums, and cars. Gamers on YouTube are also more inclined to buy premium products: 74% say they would pay more for high-quality media and entertainment products and services. In electronics, 87% of recent electronics buyers among them say they generally recommend their purchases to people they know.

The document also reports that 40% of YouTube gamers who recently bought a product in media and entertainment, beverages and food, or consumer electronics say they are influenced by online videos they watch. Gamers want brand content that entertains them (83%), relates to their passions (75%), and informs them about using products and services (70%).