Gamers are faced with a proliferation of options both in content acquisition and gaming platforms. The options continue to expand, fueled not only by the increasing number of devices on which video games can be played, but also by the many devices that allow consumers to acquire digital video game content.
In this increasingly complex market, companies require a variety of research options. Our combination of point-of-sale (POS) information, consumer insights, industry expertise, and market experience delivers the video game market research options necessary to help you make better business decisions.
Monitor retail sales of PC games and video games hardware, software, and accessories in the US and Canada. The service covers all distribution channels, including online sales. No other market research company offers this level of detail in point-of-sale market information.
Understand who is buying video games and PC games, and how, why, and where they shop. Based on consumer behavior information provided by our online panelists, the service delivers information on purchasing, usage, and attitudes. It delivers an unmatched view of the marketplace across all distribution channels.
U.S. Games Market Dynamics
For an eagle-eye view of the market, this service covers the entire U.S. games industry at the category level. Our new core product for all U.S. games clients, it encompasses market size by segment, key market insights, and analysis of emerging trends. By integrating POS and consumer information, the service provides analysis of delivery method (physical, digital), hardware sales, accessories by type and platform, and gaming content. Its information on content includes new and used physical sales, digital downloads and add-on content, rentals, social network gaming, subscriptions, and mobile games.
Games Consumer Insights Reports
Track awareness, usage, and experiences with established and emerging gaming trends. This is the industry’s first service that measures consumers’ video game acquisition habits in all forms, across all platforms. This ongoing study is the only source for a complete view of how retail, digital, free gaming, and piracy factor into games acquisition.
Video Game and PC Game Subscriptions Reports
Look to these quarterly reports for indispensable information about the market for paid online subscriptions to MMO/PC games, casual gaming websites, and video game console services (Xbox Live Gold). Get the best view of this burgeoning market, with reliable consumer insight from thousands of US gamers age 13 and older who are members of our online consumer panel.
Shopping Activity Services
Get access to insights on shopping, browsing, and buying visits across all channels, retailers, categories and demographics. View conversion rate and average spend measures and see how they vary by retailer, season, and demographic. Gain an understanding of where else your customer is shopping and buying.
You have opportunities. You face threats. What you need are smart, quantifiable methods of distinguishing one from the other and maximizing your chances of success. NPD’s Analytic Solutions Group includes a team of senior leaders with extensive experience developing and delivering analytic solutions that address strategic marketing, sales, and planning issues.
We combine NPD POS and consumer information, industry expertise, and custom survey research – then add state-of-the-discipline research techniques and methodologies to explain the "why behind the buy.” Through advanced modeling and analytic services, we offer insight into what will happen in the future, not just what has happened in the past, answering your most pressing business questions:
- What consumer segments should we target and why? How do we know if we’re successful over time?
- Which products are hot? How should we respond?
- What’s the sales potential and ROI for my new / revamped product idea?
- What is the optimal feature combination for my product?
- How do I monitor my performance in my sales territories, distribution areas, etc.?
- Should we raise or lower prices? By how much? To what end?
- Will my product category grow or decline? Why? What does this mean for my market share?
- What’s the competitive landscape and where are my best opportunities (Food)?
- What levers should we pull to increase sales and market share?
- Why are some of our stores performing better than others?
- Why do consumers choose our brand? Our competitors’ brands?
- How effective is our advertising? How can we improve it?
- What products should we develop?
- What products should we sell?
- How can we optimize assortment based on local market dynamics?
- Which people should we target? Why?
- How do we know if we are successful over time?
See how clients have used our analytic solutions to solve their business challenges in our Analytic Solutions Case Study Library.
Our new eSports and Streaming Gaming report reveals exactly what’s happening and surfaces specific detail on the threats and opportunities that warrant your attention.
It’s a new year, and naturally that means you face a new set of challenges in an industry in which change just doesn’t quit. Finding your best opportunities and keeping competition at bay requires a clear sense of exactly what you’re up against. Our just-released Mobile Gaming 2014 provides the latest insights straight from consumers.
Gamer Segmentation 2014 presents vital insights for games industry decision-makers
A fresh look at core gamers, how they’re adapting to your changing industry, and what they think of the newly-released consoles
The answer to “why is new physical spending down?” may not be as simple as, “because digital spending is up.”
Discover the only comprehensive, in-depth view of the US gaming population age two and older, across various consumer segments. See how gamers' attitudes, gaming behavior, usage, and spending levels evolve over time.
Latest Report from the NPD Group Provides Insight Into Gamers’ Purchasing, Usage, and Perceptions of Additional Gaming ContentAccording to PC and Video Games – DLC and Microtransaction Purchasing, the latest report from global information company, The NPD Group, among the U.S. population of males and females age 13-54, 28 percent have purchased additional video game content in the past three months, with males and teens being the primary purchasers. Microtransactions are purchased more often than downloadable content (DLC), at 23 percent and 16 percent, respectively.
49 Million U.S. Internet Homes Now Own a Connected TV or Attached Content Device, According to The NPD GroupMore than half (52%) of all U.S. Internet homes have at least one TV connected to the Internet, representing an increase of six million homes over the past year, according to The NPD Group Connected Intelligence Connected Home Entertainment Report.
- The obviously useful, i.e., you’re a pizza maker who has seen your share of the market fall as a new competitor’s share has risen.
- The dubious, i.e, when trying to find a way to overcome that share decline, you discover a near perfect correlation between increases in mozzarella consumption and increases in the number of civil engineering doctorates.
- The seemingly dubious but actually quite useful, i.e, you’re a pizza maker who finds that your customers prefer Android phones to iPhones.
Finding the business value in that last category is not an easy proposition, however. It requires a bit of imagination and a bit of commitment. You have to look beyond the immediate -- wow, that’s kind of cool! -- to see what it might mean for your business -- wait, I can use that!
So let’s look at the business cases for unusual correlations.
CNBC published an article recently that used data from The NPD Group to look at what consumers’ phone operating systems said about their food choices. That article generated a fair amount of attention across social media. You may have come across it yourself on Twitter, LinkedIn or elsewhere. If not, take a moment to read “What your smartphone says about your waistline” now.
As the article says, new Checkout Tracking℠ data from The NPD Group shows a slew of surprising links between food preferences and cellphones. Folks who carry iPhones are more likely to eat soup and drink smoothies. Android users over-index for roast beef sandwiches and pizza (which is not to say that those over-indexers overeat. Who are we to judge?)
The correlations also extend to restaurant preferences. IPhone users can be found at Panera; Android users are over at Hardee’s.
So if you work in the IT department at one of the restaurant chains mentioned in the CNBC article, you now know exactly which phone system to prioritize in your app development.
But if you work anywhere else, it may not be immediately apparent what the business uses of such cool correlations may be….until you look deeper.
Hidden in plain sight
Checkout Tracking data is based on the millions of receipts sent to us and our technology partner, Slice Intelligence, by consumers. Those receipts yield detailed, item-level data about individual consumers across stores, across all retail segments, covering both online and brick and mortar, and over time.
Just think about that for a second: transaction-level detail across all retailers, across all channels and all time, at the individual buyer level.
Checkout Tracking can tell retailers what their most loyal customers do after they left their store. It can tell manufacturers what else customers bought when they picked up their product at a retailer. So let’s look at just a few of the less-than-obvious applications.
- If you know what products customers bundle together at checkout, you can maximize the value of each customer visit
- If you can see what percentage of your customers’ wallets are captured by others, you can determine your true competitive set and develop plans to boost your share of wallet
- If you can learn what’s really lifting sales (penetration? frequency? purchase size?) you can spend your marketing dollars where they’ll count
Checkout Tracking yields loads of such fascinating correlations and less-than-obvious business applications. In addition to food, NPD tracks 20 other industries, including games. Here are a few correlations from the uber-hot category of Millennial gamers:
- Male Millennial mobile games buyers spend more of their dollars on Uber and Apple.com. They also spend more online dollars on Travel and Movies and TV.
- Female Millennial mobile games buyers spend more of their dollars on Groupon. And they spend more online dollars on pet supplies and online deals.
Data like that suggests, for example, that the best way to reach female gamers may be through online deal sites. Or if you own a pet store, you may want to consider in-game advertising.
If you’d like to know more about how Checkout Tracking would work for your business, fill out the form to the right.
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