尼尔森-2018年游戏360报告（英文）-2019.1-44页_1mb

GAMES 360 U.S. REPORT 2018 Summary

Core Content

This report from Nielsen Games provides an in-depth analysis of the U.S. gaming industry in 2018, focusing on consumer attitudes, economic trends, and the evolving landscape of gaming platforms and behaviors.

Main Points

• Gaming Audience Growth:

  • In 2018, two-thirds (66%) of the U.S. population aged 13+ identified as gamers, up from 58% in 2013.
  • The gaming industry continues to expand and gain mainstream acceptance, with a broadening audience and a wide range of titles available.

• Platform Preferences:

  • Consoles remain the most popular gaming platform, with 33% of gaming time spent on 8th Gen consoles in 2018.
  • Mobile/Tablet gaming is on the rise, with 60% of console gamers engaging with these platforms.
  • PC gaming still holds a core group of dedicated players, but its share of overall gaming time has decreased slightly.

• Consumer Behavior:

  • Gamers are increasingly looking for personalized experiences and brands that align with their values.
  • Spending on games increased across all platforms, with console gamers spending an average of $27 per month on physical copies, up from $20 in 2017.
  • 69% of gamers watch gaming-related content on YouTube, while Twitch has also gained traction as a second-largest source.

• Device Ownership:

  • Nintendo Switch was a major success, with 14.9 million units sold in the first 10 months.
  • Mobile and tablet users make up 41% of the general population, and 41% of gamers.
  • PC remains the most time-intensive platform, with gamers spending the most time on it.

• Gaming Time Distribution:

  • 11% of U.S. gamers’ leisure time is spent on video games or esports.
  • 43% of leisure time is spent on consoles, with 47% of console time on online gaming and 14% on offline gaming.

• Esports Trends:

  • The esports audience is broadening, with more diverse demographics including a growing number of women and non-millennials.
  • Shooter games continue to dominate esports, with titles like Counter-Strike and Call of Duty leading the way.
  • Battle royale games such as Fortnite and PLAYERUNKNOWN'S BATTLEGROUNDS (PUBG) have become major esports success stories.
  • The average weekly esports time decreased slightly, but more time is now spent on streaming and content consumption rather than live events.

• VR/AR Trends:

  • Awareness of VR/AR devices is high, with over 50% of the general population having heard of at least one VR/AR device.
  • 10% of the general population and 13% of gamers own a VR/AR headset.
  • Despite high awareness, many consumers have not yet tried VR gaming due to limited content and high costs.
  • Augmented reality is gaining momentum with the introduction of ARKit by Apple and the upcoming release of Harry Potter: Wizards Unite.

• Methodology:

  • Data is collected via Nielsen's ePanel through online surveys in Q1 of each year.
  • The sample includes 2,000+ interviews with a balanced 50% male/50% female representation.
  • Data is weighted to reflect the U.S. general population based on Census data.

Key Insights

• Consumer Preferences:

  • Gamers are moving from a product-centric model to a relationship-centric model, seeking tailored experiences.
  • Digital media is becoming more prevalent, with 28% of gamers spending on new games, 18% on downloadable content, and 16% on used games.

• Market Dynamics:

  • The Xbox One X and PlayStation 4 Pro have not seen widespread adoption, likely due to their higher cost and the fact that many consumers still use older hardware.
  • The Switch has proven to be a successful hybrid console, appealing to both casual and core gamers.

• Social Media Engagement:

  • Gamers are more likely to be active on social media, with Facebook being the top platform.
  • Instagram has overtaken Twitter in popularity among gamers.

• Economic Trends:

  • Spending on games increased overall, driven by new console launches and the availability of more titles.
  • The shift in platform usage has affected spending patterns, with PC gamers spending more on games than console gamers.

Conclusion

The 2018 gaming landscape shows a continued growth in the audience, with consoles leading in terms of time spent and platform preference. The rise of mobile gaming, esports, and digital media has reshaped how gamers engage with content. As the industry evolves, branding, content quality, and platform accessibility will play a crucial role in attracting and retaining gamers.