Penelitian terkemuka di industri ini mengambil pandangan yang berpusat pada penggemar tentang hobi yang sedang berkembang ini, menawarkan pemasar pandangan yang luas tentang perilaku audiens
New York, NY โ Nov. 4, 2016 โ Today Nielsen (NYSE: NLSN) announced the release of the 2016 Nielsen eSports Report, a comprehensive look into consumer interaction with one of the fastest growing past-times in the U.S. The second annual report is the most robust of its kind, offering unique and valuable insights into the now 14% of Americans aged 13 and older who are avid fans of eSports, including how eSports fans compare and overlap with traditional sports fans.
Laporan tahun 2016 ini menawarkan pandangan yang berpusat pada penggemar eSports dengan menggabungkan keahlian Nielsen di bidang game, olahraga, dan hiburan dengan penelitian terdepan di industri ini mengenai perilaku pembeli dan konsumsi media. Hasilnya bagi para pembaca adalah pemahaman yang lebih baik mengenai ukuran, profil, dan motivasi para penggemar eSports, serta banyaknya pemain game kompetitif online yang ikut serta dalam kompetisi eSports amatir. Laporan ini juga menampilkan berbagai wawasan berharga bagi merek yang ingin terlibat dengan audiens eSports yang berkembang pesat, termasuk perilaku bermain game penggemar eSports dan bagaimana mereka memandang sponsor merek dan pemasaran produk.
"eSports bukan lagi sebuah aktivitas khusus-ini adalah salah satu segmen dengan pertumbuhan tercepat di seluruh industri olahraga," ujar Nicole Pike, Direktur Nielsen Games. "Laporan eSports 2016 Nielsen menawarkan wawasan mendalam tentang seperti apa audiens yang sedang berkembang ini, serta bagaimana perbandingannya dengan penggemar olahraga tradisional dan apa yang perlu dipahami oleh merek dan pemasar saat mencoba untuk terlibat dengan mereka."
Temuan penting lainnya dari Laporan eSports Nielsen 2016 meliputi:
- Rapid Fan Growth – The eSports fan base has grown to 14% of all Americans thirteen and older – up from just 8% last year.
- A Millennial (and Male) Majority – 77% of all eSports fans are male and 61% are Millennials.
- Level of Engagement – eSports fans spend roughly four hours per week on eSports-related activities/entertainment.
- Avid Streamers – eSports fans are twice as likely to stream traditional sporting events online as non eSports fans.
- Live vs. Online Viewership – 71% of eSports fans stream events online, 40% have viewed on TV and 23% have attended an event in person.
- Traditional Sports Preferences – eSports fans are three times more likely than the average American to be fans of combat/fighting sports, racing, and U.S./European soccer, which are also the three most popular genres of sports video games.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which contentโvideo, audio and textโis consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the worldโs population. For more information, visitย www.nielsen.com.
Kontak
Press inquiries: mschumer@rogersandcowan.com Report inquiries: Nicole.Pike@nielsen.com
