demographic
Latest
Smartphones spread out: Pew says 46 percent of US adults now own one
Our master plan is slowly working, and soon every man and woman in our great nation will own a smartphone. Pew Research Center reports that just under half of adult Americans, or 46 percent, own smartphones currently, meaning that smartphone owners now outnumber their feature phone counterparts by five percent. Pew polled multiple demographics to get its numbers, and there was growth across the board over the last nine months. Of particular interest is the rise in ownership in the study's lowest income demographic -- under $30,000 a year -- which spiked 12 percent to 34 percent. Additionally, it showed that Android and Apple are neck and neck, with 20 and 19 percent market share of mobile owners, respectively, and Blackberry ownership declined from ten percent to six percent. The largest growth came from the 18-24 age group, up 18 to 67 percent. (Who do you think is doing all that checking in on Foursquare?). Of course, you know what they say about statistics, so head on down to the source for a full accounting and form your own opinion of what they mean.
Verizon begins collecting user data for targeted ads, is kind enough to offer 'opt-out' escape route
Verizon still wants to collect your personal information, but it'll understand if you decide to opt out. Really, it's cool. No hard feelings. The provider said as much yesterday, in an e-mail titled "Important notice about how Verizon Wireless uses information." The missive, sent to all VZW customers, essentially lays out the company's revamped privacy policy, originally unveiled last month. Under the new framework, Verizon will be able to monitor your browsing history, location, app usage, and demographic data, all in the name of targeted advertising and vaguely-titled "business and marketing reports." The good news is that you can always opt out of the scheme, either by phone or online. The bad news is that you'll probably have to explain the whole thing to your grandma.
Nielsen: Soon-to-be seniors adopting smartphones faster than any other age group
If your granny recently purchased her very first smartphone, she's not alone. According to the latest Q3 figures from Nielsen, Americans between the ages of 55 and 64 are adopting smartphones at a faster rate than any other age group. Just about 30 percent of all mobile-equipped, soon-to-be seniors now own a smartphone, marking a five percent jump over Q2 of this year. But they still have a long way to go before catching up with the 25-34-year-old population, 62 percent of which wield an intelligent handset -- higher than any other age demographic. Overall smartphone penetration stands at 43 percent across US cellphone owners, with Android (still) leading the way with 43 percent of the OS market, and Apple leading all manufacturers, with a 28 percent share. Check out the full report at the source link below, or head past the break for a more graphic demographic breakdown.
Second Utah Apple Store seen in job listings
Utah is home to many stunning natural wonders, and soon it will be home to not one, but two Apple stores. Job listings spotted by ifoAppleStore reveals the Cupertino company may open a second retail store in the Fashion Place Mall located in Murray, Utah by the end of the year. This second store will be a mere eight miles away from Utah's flagship Gateway store, which is located in downtown Salt Lake City. Though eight miles is a relatively small distance for a state as big as Utah, the choice of Murray as a home for a second store is driven by demographics. Though Murray itself is relatively small with 34,000 residents, the Fashion Place Mall is located in a prime retail district that boasts of over 875,000 area residents whose average salary is $76,098. It is also physically situated on an intersection with vehicle traffic of over 174,000 cars per day. Sounds like a good place to sell a lot of MacBook Airs and iPad 2s, no?
Pitchfork gets a custom iPod touch page-topper ad
Apple has developed a custom ad for indie music review site Pitchfork. You can go over and see it right now in any WebKit-based browser (so Safari or Chrome) -- an iPod touch pops up in front of the menu bars, and everything gets swept away in the games being played. This ad is notable for a few reasons. First of all, Pitchfork, unlike some of Apple's other custom ad targets, is a completely online publication, so Apple is now targeting blog readers as well as traditional newspaper readers. Pitchfork is also known for a certain very indie (some might say hipster) audience, and clearly Apple thinks the iPod touch will "play" with that audience. And finally, 'tis the season -- the iPod touch is on fire lately, and Apple's spending the ad dollars to make sure it stays that way. Excellent ad, of course, just a little strange to see it on the top of a hip music review site. We'll keep eyes out for any other interesting Apple ads this holiday season. [via Macgasm]
Yahoo!: iPad users skew male and middle-aged
Yahoo!'s mobile blog has shared some interesting demographic data about the iPad users they've seen so far. Some of the results are unsurprising. Given that the iPad is still in its youthful days, the users tend to match the typical early adopter profile: male, older, and wealthy enough to afford and use a cutting-edge piece of consumer technology. Compared to the average Yahoo! user, iPad users on Yahoo! skew higher in the 30-54 age range, peaking between 35 and 44. In terms of interests, Yahoo! notices that iPad users on its sites go for Flickr more than anything else, which they say lines up with the iPad as a content consumption device. The Finance, News, and Sports sites also got more traffic than the rest of the network (which, again, makes sense with a male 30-54 audience). And Yahoo! also finds that many iPad users also have iPhones -- nearly half of them had visited Yahoo! with an iPhone previously. They're also finding that even though international users are getting the iPad late, a good portion of them didn't bother waiting -- 10% of traffic from the iPad audience comes from overseas. Interesting. Of course, this is only looking at those iPad users who have visited Yahoo! sites, and certainly these numbers are probably a little different from the iPad's audience in general. But as a pretty large cross-section, these numbers mostly match up to expectations. [via Techmeme]
Informal poll suggests nearly 70% of Kindle owners are over 40
There's already been some anecdotal evidence that the Kindle appeals to a slightly older set than your average newfangled gadget, and a new poll culled from responses on the Amazon forums is now shedding a bit more, if still not entirely scientific light on the matter. According to the Kindle Culture blog, the single largest group of Kindle users (broken down by decade) is folks in their 50s, with those in their 40s and 60s coming in second and third -- all of which adds up to nearly 50% of users being over 50, and close to 70% being over 40. Broken down into some broader demographics, that translates to adults 35-54 accounting for 38.4% of the user base, with older adults (over 54) representing a healthy 37.3%, while young adults (18-34) manage a mere 22%. Still looking for more numbers? Then hit up the link below for the complete breakdown, plus a bonus pie chart.[Via Crave]
Nielsen: WoW is most played core game by 25-54 females
Here's an interesting bit of info from the Nielsen folks: over 400,000 women are playing World of Warcraft in the US, which means it's the most-played "core" game for that gender. And even more interesting, females 25 years or older make up the largest block of PC game players overall, and they account for 54.6% of all gameplay minutes in December of last year. Girls don't just play WoW -- they're quickly becoming one of it's main demographics.You can read the report in PDF form over here -- the chart above might be the most interesting piece of information, as it shows that though males still make up a huge part of the PC gaming audience, many of them have now moved on to consoles, and women (especially older women, over 25), during the last month of last year, are making up a huge audience for PC games. Later in the report, you can see what kinds of games women are really playing: Solitare, Freecell, Minesweeper, and all of those other little attention grabbers on every PC. But among those widespread casual games is our own World of Warcraft. And while the 25-52 male audience of 675, 713 for that game still remains larger than the female audience in the same demo, the ladies aren't far behind.Neilsen also calculated some base stats for WoW, including the fact that 1.8 million unique people played the game, and the average time of gameplay per week was 744 minutes, just over 12 hours (slightly up from last year's average). Additionally, of those who play World of Warcraft, their second most-played game was Solitaire, followed by Warcraft III. Fascinating stuff. Remember that these are statistics, so they are more general trends than anything else, but it's definitely true World of Warcraft and PC gaming in general is no longer only the domain of the male demographic.
Retail experience draws women to AAPL?
Piqqem, a service that crowdsources stock picks, has some interesting demographic data about who says they're buying AAPL. Among female users, Apple is the most highly rated stock to buy. The lowest-rated stock is Dillards -- which leads to an interesting analysis by Alex Salkever, director of research and marketing at Piqqem. He says that focused specialty retailers are better at weathering the economic downturn so far than large department stores. "And while Apple has seen sales growth in its chain stores level off, I submit that a big reason why Apple has held strong is due to the attraction its products, stores, and services hold to women beyond the teenage years," he writes. Personally, I think linking womens' stock choice specifically to the retail experience falls somewhere between a little chauvinist and a little short-sighted. AAPL is also the most popular stock among all of Piqqem's users, for example. It certainly can't hurt Apple's business, though, to appeal to women, teens, and other key demographics with disposable income right now. Many analysts point to Apple's strong cash position as reason enough to buy AAPL. Indeed, Apple's stock price has recovered some since Macworld, and is trading around $98 a share. It's certainly shy of their 52-week high of $192 a share, but it's well off their 52-week low of $78.20.
BBFC publishes research on gamer demographics, perception
The British Board of Film Classification published today research that they have conducted concerning video games. The report covers a wide aspect of gaming culture. Highlights include: Age: "Although children are beginning to start playing games at a younger age, the overall age of players is getting older. Younger games players are influenced to play particular games by peer pressure and word of mouth, but negative press coverage for a game will significantly increase its take up." Gender: "There is a sharp divide between male and female games players in their taste in games and how long they spend playing. Female games players tend to prefer 'strategic life simulation' games like The Sims and puzzle games and spend less time playing than their male counterparts; male players favour first 'person shooters' [sic] and sports games and are much more likely to become deeply absorbed in the play." Benefits of gaming: "People play games to escape from every day life and to escape to a world of adventure without risk which is under the control of the gamer, unlike the real world. Games provide a sense of achievement and are active, unlike television and films which are passive. However, games are better at developing action than building character and as such gamers tend to care less about the storyline than making progress in the game. Gamers claim that playing games is mentally stimulating and that playing develops hand eye coordination."
Xerox wants to extract demographic information from web surfers
The age of Big Brother everywhere is certainly upon us, and while we've seen (or at least heard of) tracking devices being implanted in the most unusual of places, it looks like Xerox is hoping to join the devilish fray. In an attempt to craft a demographic extractor to garner marketing dollars galore, a recently filed patent application spells out a system that utilizes software (and potentially hardware) to map users to "centroid vectors" which would determine a person's age, sex, and other "private" information simply based on their website visits. Interestingly, test cases are reportedly showing a respectable "75-percent accuracy rate" so long as a "sufficient number of pages were visited." Still, we can't imagine any tracing technology would be lawfully allowed behind the backs of law-abiding citizens (right?), but considering that even your TiVo has the potential to sell your soul to lucrative ad agencies, we wouldn't put it past 'em.[Via ArsTechnica]
Analyst: lower price, younger demographic
Analysts get paid a lot of money to come up with stuff. While most of the info they spew out is incorrect, it's still fascinating to see the kooky predictions that they come up with. GameDaily BIZ reports that Lazard Capital Markets analyst Colin Sebastian believes that Sony will be targeting younger players in future PSP campaigns: "Sony could be preparing to bolster the PSP handheld market with a shift in marketing towards a younger demographic, possibly including a hardware price cut later this year."A lower price combined with some more kid-friendly software a la LocoRoco may help the PSP compete directly against its biggest competitor: the DS. Certainly, Nintendo has reaped the benefits of going for the younger gamer: will Sony be able to strike gold as well?
Wii Warm Up: Those old folks
We here at the Fanboy highly doubt that any of you have escaped the "Old People" phenomenon, by which Luddites of various ages, locked into their ways, miraculously pick up a Wiimote and slug it out in Wii Bowling. Many are so enthusiastic that they inquire as to the availability (answer: no) and price of this wonderous machine. But, in truth, how many are actually going to purchase one? Many with whom we've spoken have enjoyed the Wii, but still have difficulty fathoming a lifestyle in which the games are played so often as to warrant a 250 dollar purchase. What percent of Wii units sold will eventually go to this demographic, and is it large enough to push Nintendo to first place?
Girls 'n' Games event: this news is so old
While E3's keynotes were kicking off last week, several academics, developers and advocates of women in gaming gathered at UCLA to discuss girls, games and everything relating to the two. However, from Gamasutra's account of the event, nothing new was really discussed. Some of the key points brought up: Girls play games. (Well, duh.) Developers shouldn't try to focus on "girl game design" -- stereotyping game design by gender leads to missteps. Player-generated content is popular amongst girls, as is social gameplay. "Cuteness" in games, like anime and manga culture in Japan, encourages girls to get involved in gameplay. Women gamers and girl gamers are different; women and teenage girls have different demands on their time. Girls and women shouldn't just be gamers, but developers too.
IGN survey reveals gamers' habits
Do you listen to Gorillaz? Are you looking forward to X-Men: The Last Stand? Do you watch Family Guy and The Simpsons? And do you have a positive opinion of Google and Apple?According to a recent survey conducted through IGN.com by IGN's GamerMetrics, the answer to the above is "yes" for a large number of gamers. Describing IGN as having "one of the largest concentrated audiences of young males on the Internet", the survey's results show a fascinating slice of modern interests.Given that one of the arguments for in-game ads includes the fact that younger demographics don't watch much television, the number of gamers following Family Guy (68%) and The Simpsons (64%) may seem surprising. On the other hand, it would be interesting to see these results for different countries; the brand voting and TV choices show the American skew of the survey respondents.
Study shows more support for in-game ads
According to oddly-capitalised research agency comScore Networks, gamers are a ripe target for marketers. With almost 50% of all Internet users apparently reading game sites, reaching out to these 76 million consumers is big business.The survey also looked at attitudes to in-game advertising amongst heavy and light gamers. Heavy gamers are more familiar with the concept of in-game ads, and are also more likely to buy products advertised in-game. The conclusion across all types of gamers leans towards the inevitable -- in-game ads will be a feature of the future.With only 800 gamers surveyed, a larger segment may produce vastly different results, but these statistics are encouraging for firms like Microsoft's Massive who are working within this market.[Via Gamasutra]
Pre-E3 focus group: Sex, violence, doody still sell
On the flight to Los Angeles, Joystiq blogger Chris Grant and I decided to hold a little impromptu Flight 899 pre-E3 focus group to the pass the time on enroute. After Professor Grant lectured a captive audience on the perils of sexual objectification and the senior citizen cross-appeal of genteel titles such as Brain Age for the DS, I turned to random Gamer X, age 18, for input from the gaming industry's traditional demographic. True to form, Gamer X (pictured above, slackjawed) said he prefers games with "hot girls," "big t-ts" and "killing." His favorite gaming moment of all time is "flying up really high in Battlefield: 1942 and bailing out so that the parachute guy [craps] himself...[sound effect provided]." Gamer X is entering the Marines and a few months and he thinks his FPS expertise will serve him well on the real battlefield, which he assumes is similar to a video game.Moral of the story: Reach out all you want, but the core audience wants what it wants.Update: I should have noted that when I told Gamer X the Nintendo Revolution had be re-named the Nintendo Wii, he gave me a quizzical look and said "You mean like wee-wee?" Obviously, the "focus group" in the title was a jest, but I'm willing to bet this guy represents a wide swath. His stereotypical love of sex, violence and low humor was such a humorous counterweight to Chris' high-minded hopes for the industry, I had to post it.
Engineering the DS Lite: 2 Nintendo hardware vets speak
Ever wonder what decisions go into a hardware redesign? Thanks to the latest edition of Nintendo's Japanese online mag, we finally get a portable peek into the DS Lite.Two Nintendo engineers who worked on the cuter DS sibling reveal how they pulled off the svelte new look while maintaining things like usability, battery life, and cost.Who knew that the new stylus was made "longer and wider to accommodate older users" (the Brain Age demographic who'd taken such a shine to the now shinier little system)? Durable, reliable hardware: it's what Nintendo does best. Let's hope they continue that trend with the Lite, as well as whatever other slicker iterations of the handheld that we're tempted to purchase -- or repurchase -- in the future.[Thanks, Princess Zelda; also via DS Fanboy]See also: Nintendo DS proven toilet-safe Playstation 2 goes silver (redux)
