IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-0-230-28657-3_5.html
   My bibliography  Save this book chapter

Behind the avatar

In: Brands & Gaming

Author

Listed:
  • David Nichols
  • Tom Farrand
  • Tom Rowley
  • Matt Avery

Abstract

Once you get past the gamer stereotypes, it quickly becomes apparent that the category “gamers” is huge and extremely diverse. In particular, the idea that gamers are all teenage boys or younger 20-somethings is clearly wrong. Our research, based on interviews with over a thousand people in the UK and Germany, showed that gaming is popular with both sexes of all ages, from toddlers to their grandparents! It is true that gamers of school and college age enjoy more gaming sessions per week on average — over six sessions per week in the UK, as Figure 5.1 (Who is gaming today and how much?) shows — but this result would be expected, as these are the two groups with the most leisure time. What is particularly interesting is that older people are not so far behind in terms of the average number of gaming sessions, with consumers in the 35+ age groups still having about four sessions per week.

Suggested Citation

  • David Nichols & Tom Farrand & Tom Rowley & Matt Avery, 2006. "Behind the avatar," Palgrave Macmillan Books, in: Brands & Gaming, chapter 0, pages 53-69, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-28657-3_5
    DOI: 10.1057/9780230286573_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-0-230-28657-3_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.