Why Gamers Should Be Part of Your Audience Strategy

When you are considering your 2016 marketing strategy, you might want to rethink who your target audience should be.  It appears that certain demographics not only shop more, but they are willing to buy premium products, especially electronics. This consumer segment might surprise you a little – YouTube Video Gamers.

What isn’t surprising is that Gamers love their electronics, but what you might not know is that they are much more likely to purchase entertainment, computers, smart phones, and even cars than the general online shopper.  To go even deeper with YouTube Gamers influence on marketing, they are much more likely to review and rate products, showing a significant impact of this sector with influencing others’ purchases.  

In this article by Kim Thompson of MediaVest, you will see that the statistics point to the importance of the Gaming niche and why you might need to think outside of the box when it comes to your marketing strategy’s focus. Gamer’s tendencies to buy and voice their online opinion about certain products or services makes them a very viable audience to have on your side. 

Video Gamers

 

Written By Kim Thompson

For nearly two decades, I’ve been a professional marketer. For just as long, I’ve also been an avid Gamer. With a lens on both worlds, I’ve learned one thing: Gamers are an incredibly influential—and untapped—segment of consumers. And they aren’t just budget-challenged young males. (I’m living proof of that.)

Gaming isn’t just a thing you can do anymore. It’s also a thing you can watch. Increasingly, gaming content on YouTube is becoming a major destination for Gamers’ I-want-to-watch-what-I’m-into moments. Believe it or not, watching someone play Call of Duty (one of my personal favorites) can be just as exhilarating as actually playing it.

To understand more about exactly how influential Gamers can be for marketers, Google recently partnered with Ipsos MediaCT to survey a total of 4,803 participants in the U.S., ages 18-54, out of whom 2,802 go online at least monthly (aka “General Online Population”) and 2,001 go online at least monthly and stated that they watch gaming videos on YouTube at least monthly (aka “YouTube Gamers” or “Gamers”).1 What the survey found shed new light on YouTube Gamer demographics, 30% of whom are female.2 (See? I’m not the only female watching.)

The same study also found that while Gamers certainly skew younger, over a third of them are actually above the 34-year-old millennial threshold. And some of these people, who were raised blowing into game cartridges, are now raising little Gamers of their own–47% of the YouTube Gamers surveyed are now parents.3

The emerging purchasing power of Gamers

The study also uncovered what I’ve believed to be true for a long time—that Gamers are an attractive audience for a broad range of advertisers. Gamers are more likely than the general online population to consider purchasing computers, smartphones, media and entertainment products such as movie tickets, music albums, and even cars, whether for themselves or as gifts.4

In fact, you might consider Gamers as “uber-consumers,” who are not only more likely to buy certain products than the general online population, but are also more likely to be key influencers for your brand regardless of whether you are in the gaming industry or not.

YouTube Gamers Influence on Marketing

YouTube Gamers are not only more likely to buy certain products—they’re also more likely to buy premium products. For example, 74% of YouTube Gamers surveyed said they would pay more for top-quality media and entertainment products and services. Eighty-five percent said they are willing to pay more for top quality consumer electronics products and services. And 73% made the same declaration regarding top-quality food and beverage products and services.5

How Gamers influence the purchasing decisions of others

As you might expect, YouTube Gamers love their electronics. And so it shouldn’t come as a surprise that for electronics in particular, YouTube Gamers are highly influential. Eighty-seven percent of those surveyed who have recently bought a consumer electronics product or service say they typically recommend what they’ve bought to people they know.6 Sixty-nine percent of those are also very likely to rate and review their purchase online.7

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