Author: random515
Title: Word Of Mouth Largest Influence In Game Purchases, Says Study
Posted: Friday, December 18, 2009 at 7:45 pm
A study released by Waggener Edstrom Worldwide has reinforced the notion that word of mouth is one of the biggest factors in entertainment media sales. According to the study, if one of your friends likes a game, you are three times more likely to buy it than if you saw it advertised using traditional marketing.
The study also pointed to the importance of hardcore gamers, or “Influential Multipliers”, as the study called them. Although only a fifth of gamers included in the study were hardcore gamers, they were found to network with friends and family and have a lot of influence over their video game purchasing decisions.
“Compared to all video gamers, Influence Multipliers are a hyperinfluential subset of friends who are also far more connected to other gamers,” according to Dan Gallagher, senior vice president, Insight & Analytics at Waggener Edstrom Worldwide. “As a result, Influence Multipliers have an outsized network influence effect on their gaming colleagues. By targeting the media channels that Influence Multipliers rely on, marketers can optimize their marketing spending.”
Other key influences in game purchasing decisions are, in order, retail, online demos, reviews, and advertising and promotion.
- By Ira Herbold
