A pesquisa líder do setor tem uma visão centrada nos fãs desse passatempo emergente, oferecendo aos profissionais de marketing uma visão abrangente do comportamento do público
New York, NY – Nov. 4, 2016 – 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.
O relatório de 2016 oferece uma visão dos eSports centrada nos fãs, combinando a experiência da Nielsen em jogos, esportes e entretenimento com a pesquisa líder do setor sobre comportamento do comprador e consumo de mídia. O resultado para os leitores é uma maior compreensão do tamanho, do perfil e das motivações dos fãs de eSports, bem como dos muitos jogadores competitivos on-line que participam de competições amadoras de eSports. O relatório também apresenta vários insights valiosos para as marcas que desejam se envolver com o público de eSports em rápido crescimento, incluindo o comportamento de jogo dos fãs de eSports e como eles percebem os patrocínios de marcas e o marketing de produtos.
"Os eSports não são mais uma atividade de nicho - são um dos segmentos que mais crescem em todo o setor de esportes", disse Nicole Pike, diretora da Nielsen Games. "O Relatório de eSports de 2016 da Nielsen oferece insights profundos sobre como é esse público crescente, além de como ele se compara aos fãs de esportes tradicionais e o que as marcas e os profissionais de marketing precisam entender ao tentar interagir com eles."
Outras descobertas importantes do Relatório de eSports da Nielsen de 2016 incluem:
- 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 content—video, audio and text—is 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 world’s population. For more information, visit www.nielsen.com.
Contatos
Press inquiries: mschumer@rogersandcowan.com Report inquiries: Nicole.Pike@nielsen.com
