Gaming Emerging Market Syndicated Study 2014 Canada
An In-Depth Examination of Gaming, Technology and 18-34 Year Olds
One of the biggest challenges facing gaming entities today is how to grow market share – something that is especially difficult in light of the ever-changing gaming and entertainment landscape. The lottery and gaming sector is also changing dramatically, with the development of online distribution across several Canadian lottery jurisdictions, and a strong consideration to develop this channel among those who don’t currently offer online sales.
As marketers grapple with these issues, it becomes clear that an approach to growing market share is to focus on consumer groups that have the potential to grow and become loyal customers down the road and who are accustomed to the digital universe. For most, this means a focus on consumers in the 18-34 year old demographic.
Like generations before them, this group has been shaped by the events, developments and trends of their time. For this age cohort, the rise of technologies that facilitate communication like never before is a defining factor and has helped develop their reputation for being peer-oriented, connected and influential – characteristics that marketers are looking to capitalize upon.
As a result of these unique characteristics, gaming marketers have a strong desire to better understand this group and how to market to them.
Now entering its sixth year of publication, the Gaming Emerging Market Syndicated study will examine a variety of topics related to technology usage, social networking, and gaming behaviours and preferences. Marketers can expect to get answers to the following questions:
- What types of gaming products are appealing?
- What are the barriers to participation in various gaming categories?
- What are the general play behaviours and preferences for lottery? Casinos? Internet gaming? Social gaming?
- What differences exist within the group of 18-34 year olds?
Specific topic areas include:
- Lottery play, including traditional and online channels
- Internet gaming
- Technology usage and trends, including applications for gaming, digital currency, and social gaming
- Social media usage
The 2014 version of the study will have a strong focus on all aspects of gaming and technology and will explore how intertwined these two categories have become.
Web-based Internet Study: A 25 minute survey will be conducted with respondents on the Internet using Ipsos’ proprietary online panel in Canada.
- n=1,000 surveys completed in Canada
(A sample size of n=1,000 provides a margin of error of +/- 3.1%)
Clients have the option to purchase booster samples if they subscribe prior to fielding. Booster samples can be collected on any desired criteria and will be priced on an ad-hoc basis, provided they are feasible to obtain.
Please note that this timeline is tentative and subject to change, primarily pending client response.
We will provide the following deliverables:
- Detailed tables with essential crosstabs; and
- A detailed presentation report in PowerPoint format
For booster samples purchased:
- Additional PowerPoint report and crosstabs with booster sample
Canadian Report & Data Tables
Please contact Ipsos for pricing
Please contact Ipsos for pricing