Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Game On


Digging into the Gaming Market
HP Computing CMI and Global Analytics Presentation
HP Confidential 2
Introducing the 3 gaming segments
The US Gaming Population of 99.3 M can be broken into:
Three Age Groups Three Gaming Segments Four Generation Types
Number of US Gamers in
2011
60%
61%
62%
18-34 years
14-34 years
25-34 years
15%
30%
50%
80%
Boomers
Gen X
Millenials
Gen Z
Alpha
Influencers
Social
Mainstream
Traditiona
l Core
11% 29% 20%
HP Confidential 3
Comparing the 3 Segments
24.3
24.1
22.3
Average Age Average HH Income (in 000) % Employed Full Time
% of Male % of Married 1+ Children in HH
$72.30
$62.20
$57.80
51%
43%
34%
42%
41%
30%
54%
46%
44%
81%
74%
89%
Alpha Influencer Traditional Core Social Mainstream
HP Confidential 4
Alpha Influencer Traditional Core Social Mainstream
Deep dive into the segments
Hours spent on
gaming daily
Hours spent on
gaming daily
Hours spent on
gaming daily
50% 40% 40%
play games
on a smart
phone/ tablet
play games
on a smart
phone/ tablet
play games
on a smart
phone/ tablet
Popular Games : RPGs, Shooters,
MMOs, Fallout 3 and Star Wars MMO
Overall, extraordinary levels of
passion around gaming
Popular Games : Party games, fitness,
social networking games, segment-
crossing games (popular FPS and
RPG)
Likely to multi task while gaming
Cautious in purchase
Online activities center around
gaming whether it be reading game
reviews, downloading apps or games
to their mobile phones or
downloading paid content for their
consoles
Corresponding PSG Segments:
Thrill Seekers (with some Gurus and
Savvy Fashionistas)
Corresponding PSG Segments:
Pragmatics (with some Aspirers)
Corresponding PSG Segments:
Gurus
HP Confidential 5
Video Game Usage
HP Confidential 6
High End Gaming Towers TAM