游戲行業(yè)研究報(bào)告精華增長(zhǎng)官2017年美國(guó)360度

1、 NIELSEN GAMES GAMES 360U.S. REPORT2017GAMES 360 2017This is a hugely exciting period for the games industry, with the launch of new platforms and devices, the rise of new technologies allowing for a shared, connected experience like never before, and evolving gamer habits necessitating changes to s

2、trategies andMichael FlambergVice President and General Manager, Nielsen Gamesbusiness ms.Charting these changes and mapping out what the future ofthe industry may look like requires careful analysis; for the 8th year in a row, Nielsen Games has done just that, conducting extensive research into how

3、 Americans feel about and consume gaming in general, the devices and platforms they prefer, the ways in which those platforms and devices are being used, where gaming fitsalongside alternative forms of entertainment and how these trendsare changing over time.“FOR THE 8TH YEAR IN A ROW, NIELSEN GAMES

4、 HAS CONDUCTED EXTENSIVERESEARCH INTO HOW AMERICANS FEEL ABOUT AND CONSUME GAMING.”The result is this 360 report, an essential annual resource for anyoneworking or considering getting involved in the games industry.This years headline results show that although the number of people playing games has

5、 remained stable, they are spending more time gaming overall. Mobile gaming time has also leveled off but the penetration of 8th Generation consoles and the release of the mid-cycle console upgrades have driven increased engagementon those devices. It is also shifting the way 7th Generation devices

6、are used they have transitioned from pure gaming machines tomultimedia devices, used for streaming and consuming other media.The continued growth of eSports and the excitement and investment in virtual and augmented reality, along with the increasing prevalence of downloadable content, expansion pac

7、ks and full digital games, only underline the buoyancy of the industry in 2017. We hope you enjoy the report as we continue to follow the exciting new experiences thegame industry has in store for us all.2CONTENTS1 | GAMING INDUSTRY OVERVIEW The gaming audience, how theyre playing and what theyre bu

8、ying.042 | EVOLUTION OF THE GAMER Playing time, purchasing habits and the way gamers are using consoles.123 | TRENDS TO WATCH eSports, virtual and augmented reality and the growing relationship with gaming.20METHODOLOGY Data collection Annual data for the Nielsen Games 360 Report is collectedvia con

9、sumer online surveys in Q1 of each year using Nielsens proprietary, high-quality ePanel in the United States. Sample Groups surveyed General Population/Teens/Adults aged 13+: 2000+ interviews among 50% male/50% female sample. Representivity Post-survey, raw data is weighted to ensure representation

10、of the U.S. General Population based on U.S. Census data.31The rise of augmented reality games and downloadable content are among the trends beingclosely monitored by the games industry.INDUSTRY OVERVIEWTHE GAMING AUDIENCE, HOW THEYRE PLAYING AND WHAT THEYRE BUYINGThe games industry has not been sho

11、rt of new products and compelling storylines over the past year. Overwatch and Pokémon GO, Sony PlayStation 4 Pro and Super Mario Run all made headlines, as did new iterations of established game franchises, such as Call of Duty: Infinite Warfare and the launch of updated consoles. 64%OF THE U.

12、S. POPULATION (13+) ARE GAMERS.This has continued in early 2017 with Marchs launch of NintendoSwitch, designed to be used at home as well as on the move.The multitude of new software has led to gamers spending more time gaming, while the gaming audience in the United States remains stable year-on-ye

13、ar. From a hardware perspective, the launch of premium versions of existing consoles by the major manufacturers continues tobroaden the choice for consumers.PERCENTAGE OF GAMERSAMONG GENERAL POPULATION (AGED 13+)2016 I 64%2015 I 63%2014 I 63%2013 I 61%2012 I 58%5Copyright © 2017 The Nielsen Com

14、panyHOW MANY DEVICES?The percentage of gamers who play games on only one device type has risen year-on-year, from 42% to 46%. Playership on two devices has dipped slightly, from 40% to 38% while the percentage of players gaming on three device types computer, mobile/tablet and console has dropped fr

15、om 18% in 2016 to 16%. This is indicative of mobile playership stabilizing after several years of growth.46%OF GAMERS PLAY ON ONLY ONE TYPEOF DEVICE.PLATFORM PLAYERSHIP BY TYPE% OF CONSUMERS (AGED 13+)DEVICESConsolesMobile/TabletComputer15% of gamers who play on only one device type% of gamers who p

16、lay on two device types201545% of gamers who play on three device types40%18%16%2016201746%42%40%38%642% of teral population,aged 13+, are mobile/tablet players.MOBILE AND TABLETIn recent years, mobile and tablet gaming has done much to growthe overall gaming industry. However, after several years o

17、f sustainedgrowth, mobile and tablet playership appears to have leveled off.62% of console players now play games on mobile or tablet, compared to 66% a year ago.CONSOLE PLAYERS GAMING ON MOBILE/TABLET DEVICESWHICH OF THE FOLLOWING, IF ANY, DO YOU% OF CONSOLE GAMERS AGED 13+ALLY PLAY GAMES ON?46%50%

18、57%66%62%Gaming on a mobile or tablet54%50%43%38%34%Not gaming on a mobile or tablet201320142015201620177Copyright © 2017 The Nielsen CompanyPLATFORM PREFERENCESAmong U.S. gamers, consoles are the preferred device to play on. 47% regard consoles as their favorite platform, while 26% prefer mobi

19、le devices and 27% prefer PCs. Sonys PlayStation 4 is the mostrecognized device among teral population, gamers and non-gamers, just ahead of Microsofts Xbox One/One S.Prior to the launch of Nintendo Switch in March, teral populationwas just as aware of the console as the PlayStation 4 Pro, which lau

20、nched in November 2016. Microsofts new Xbox project, Scorpio, has yet to be released, hence the lower current awareness figures. There is much speculation around the console: the latest details released suggest a focus on 4K optics, 12 GB of memory and greaterprocessing power.PLATFORM PREFERENCE AMO

21、NG GAMERSWHICH OF THE FOLLOWING DO YOU MOST PREFER TO PLAY GAMES ON?% OF CONSOLE, PC, AND MOBILE/TABLET GAMERS (AGED 13+)MOBILE DEVICE26%GAMING CONSOLE47%Xbox One, PlayStation 4, Wii U,Xbox 360,PlayStation 3, Wii, etcSmartphone or tabletCOMPUTER27%8AWARENESS OF CURRENT GENERATION CONSOLESWHICH OF TH

22、ESEGAME SYSTEMS, IF ANY, HAVE YOU HEARD OF?69%Sony PlayStation 4Microsoft Xbox One/XboxOne S61%22%Nintendo Switch21%Sony PlayStation 4 ProGENERAL POPULATION (AGED 13+)11%Microsoft Xbox “Scorpio”18%None of the above77%Sony PlayStation 4Microsoft Xbox One/XboxOne S72%29%Nintendo Switch27%Sony PlayStat

23、ion 4 ProGAMERS (AGED 13+)14%Microsoft Xbox “Scorpio”9%None of the aboveSony PlayStation 4Microsoft Xbox One/XboxOne SSony PlayStation 4 ProNintendo SwitchNON-GAMERS (AGED 13+)Microsoft Xbox “Scorpio”None of the above9Copyright © 2017 The Nielsen Company52%41%9%7%3%37%INTENTION TO PURCHASEHOW L

24、IKELY ARE YOU, OR ANYONE ELSE IN YOUR HOUSEHOLD, TO BUY EACH OF THE FOLLOWING GAME SYSTEMS?*General Population (Aged 13+)Gamers (Aged 13+)21%17%16%15%15%13%12%12%11%DEFINITELY/PROBABLY WILL BUY9%Microsoft Xbox One/ Xbox One SNintendo SwitchPlayStation 4Sony PlayStation 4 ProMicrosoft Xbox “Scorpio”*

25、For any that you already own, please indicate if you would buy another.PHYSICAL VS DIGITAL SOFTWARE PREFERENCES69% of console gamers aged 13 and older prefer physical software, but PC gamers show a stronger preference for digital (75%).Possible factors for this include the popularity and comparative

26、 cost- effectiveness of the Steam platform, the limited storage space on consoles (despite the introduction of 1TB and 2TB versions) compared to most gaming PCs, and the ease and speed with which games canbe downloaded to a PC via a hard-wired internet connection.Both console and PC gamers who prefe

27、r digital software spend more time per week gaming than those who prefer physical software.However, console gamers who prefer digital spend more per monthon games, while PC gamers who prefer physical software are heavier spenders than their digital counterparts.10PREFERENCEWHICH OF THE FOLLOWING TYP

28、ES OF CONSOLE GAMES/COMPUTER GAMES DO YOU MOST PREFER?Prefer Physical75%69%31%Prefer Digital25%Console Gamers (Aged 13+)PC Gamers (Aged 13+)WEEKLY GAMING HOURS OVERALL GAMING TIMEIN A TYPICAL WEEK, HOW MANY HOURS OF YOUR LEISURE TIME DO YOUON EACH OF THE FOLLOWING?ALLY SPENDPrefer PhysicalPrefer Dig

29、italConsole Gamers(Aged 13+)PC Gamers (Aged 13+)MONTHLY $ SPEND ONGAMES OVERALL SPENDIN A TYPICAL MONTH, ABOUT HOW MUCH MONEY DO YOU SPEND ONGAMES?Prefer PhysicalPrefer DigitalConsole Gamers(Aged 13+)PC Gamers (Aged 13+)11Copyright © 2017 The Nielsen Company2012.913.66.17.22Gamers are

30、 spending more oftheir leisure time than last yearplayinggames or engagingin eSports activities.EVOLUTIONOF THE GAMERPLAYING TIME, PURCHASING HABITS AND THE WAY GAMERS ARE USING CONSOLES12%OF U.S. GAMERS LEISURE TIME IS SPENT PLAYINGGAMES.Gamers are spending slightly more of their leisure time playi

31、ng games or engaging in eSports activities 12% in 2017 compared to 11% in 2016. Compared to time spent on other activities, gaming is behind social activities with family and friends, general internet andsocial media use, and watching TV and movies.OVERALL TIME SPENT GAMINGIN A TYPICAL WEEK, ABOUT H

32、OW MANY HOURS OF YOUR LEISURE TIME DO YOU SPEND ON EACH OF THE FOLLOWING?SHARE OF WEEKLY LEISURE HOURS,GAMERS (AGED 13+)201220132014201520162017Other5%Reading5%TV & Movies24%Music7%Sports & Wellness10%SHARE OF CLOCKFOR LEISURE HOURS 2017 Internet(General &Social Networking)22%games/ eSpo

33、rts 12%Social Activitieswith Family & Friends15%13Copyright © 2017 The Nielsen Company10%11%11%11%12%12%GAMING TIME BY PLATFORMGiven the ongoing success of the most recent console generation, gamers are spending even more of their time on 8th Generation devices than last year. That time is

34、sourced from mobile/tablet devices and 7th Generation consoles. In terms of specific devices, the most time is spent playing games on PCs (27%), followed by Sonys PlayStation 4/PS4 Pro (14%) and Microsofts Xbox One/Xbox One S (13%).27%OF GAMING TIME ISSPENT ON 8TH GENERATION CONSOLES.PLATFORM SPLITS

35、ABOUT WHAT % OF THESE HOURS ARE SPENT PLAYING ON EACH OF THE FOLLOWING?% OF GAMING HOURS, GAMERS (AGED 13+)2016201733%Mobile/Tablet29%18%8th Generation Consoles27%26%PC27%15%7th Generation Consoles13%3%Handhelds3%14CLAIMED WEEKLY GAMING TIME BY DEVICE% GAMERS (AGED 13+)26%Computer (used for playing

36、PC/games)Sony PlayStation 4/ Sony PlayStation 4 Pro14%13%Microsoft Xbox One/Xbox One S11%Android phone (used for playinggames)9%(used for playinggames)5%Microsoft Xbox 360 4% 4% Nintendo WiiAndroid tablet (used for playinggames)PC REMAINS THESINGLE DEVICE GAMERS SPEND MOST TIMEPLAYING ON, AHEAD OF T

37、HE MAJOR CONSOLES AND SMARTPHONES.TABLET USE IS LOWER 4% OF GAMING TIMEIS SPENT ON ANDROIDTABLETS AND 3% ON IPAD.3%3%3%2%1%1%iPad (used for playinggames)Nintendo 2DS/3DS/3DS XLSony PlayStation 3Nintendo Wii UOther smartphone/cell phone (used for playinggames other thanor Android)Other tablet (used f

38、or playinggames other than iPad or Android)15Copyright © 2017 The Nielsen CompanyCONSOLE USE58%OF TIME SPENT ON 7TH GENERATION CONSOLES IS ON NON-GAMINGACTIVITIES.Year-on-year, streaming ofcontent has increased on both 7thand 8th Generation consoles from 23% to 32% for 7th Gen and 15% to 22% fo

39、r 8th Gen. Replaced for their primary purpose of gaming by 8th Generation consoles, a majority of 7th Gen console time is nowspent on non-gaming activities. 32% of 7th Generation console use isspent watchingon-demand or streaming services, compared to22% of 8th Generation console time.7TH GENERATION

40、 VERSUS8TH GENERATION CONSOLESABOUT HOW MANY HOURS A WEEK DO YOU TYPICALLYDO EACH OF THE FOLLOWING ACTIVITIES ON EACH GAMING SYSTEM? (% CONSOLE HOURS, USERS AGED 13+)7th Gen8th Gen58%50%27%22%15%Gaming OnlineGaming OfflineNon-Gaming16Console ActivitiesXbox 360PlayStation 3WiiXbox OnePlayStation 4/4

41、ProWii UGaming (Online and offline)51%35%40%50%48%60%PlayingGames Online20%15%6%31%29%16%PlayingGames Offline31%20%34%19%19%44%Non-Gaming49%65%60%50%52%40%Watching Downloaded Movies, TV Shows4%5%2%2%3%4%Watching VOD/Streaming Service24%32%43%24%20%21%Watching DVDs/Blu-rays13%13%4%9%10%2%Other8%14%11

42、%14%18%13%28%80% of gamers indicate genre is a primary factor when determining their new game purchases.TO BUY OR NOT TO BUYWhen deciding to buy a game and console gamers spend an average of$20 per month buying physical copies of new releases gamers look to a titles genre, graphics and storyline in

43、order to make their purchasing decisions. The longevity of several major titles has been extended bydownloadable in-game content and updates which may be contributing to the year-on-year decrease of gaming spend among some consumers, who say that the games they currently own are keeping them engaged

44、. 30% of gamers who spent less year-on-year said they play free games or take advantage of free trials; PC and Steam users are more likely to playfree games/trials (34%) than console players (27%).GAME PURCHASE INFLUENCERSFACTORS INFLUENCINGCONSOLE/PC GAME PURCHASES38% OF CONSOLE/PC GAMERS ARESPENDI

45、NG LESS COMPARED TO LAST YEAR; WHAT ARE THE MAIN REASONS FORTHIS REDUCTION? (GAMERS, AGED 13+)80% Genre of game74% Graphics71% Storyline34%30%24%Games I currently own keep me engagedI play free games or trialsI typically wait for games to be discounted17Copyright © 2017 The Nielsen CompanyWATCH

46、ING GAMING CONTENTMost gaming-relateddespite the advent ofis consumed via. However,70%OF GAMERS WATCH GAMING-RELATED CONTENT ONGaming, the platforms dedicatedgaming section, most gaming-relateds are still watched ons main platform. While Twitch is a fan-favorite for livegame streams, platforms likea

47、ndare becomingincreasingly engaged in the space. Gamers who actively follow acertain developer, publisher or onlineality tend to do sothrough. ESPN, which has invested in eSports content and.coverage, is now among the top five vplatforms for gamers.TOP 5SERVICESWHERE DO YOU TYPICALLY GO TO WATCH/VIE

48、W ANY OF THE FOLLOWINGTYPES OF GAMING-RELATED? AMONG GAMERS (AGED 13+)WHO HAVE WATCHED GAMING-RELATEDS IN THE LAST 12 MONTHS2016 1. 2. 3. 4. 5. 2017 1. 2. 3. 4. 5. 70%21%18%15%14%70%19%17%17%15%GameSpotTwitchIGNESPNTwitchGameSpotSteamIGNSOCIAL MEDIA MEMBERSHIPWHICH OF THE FOLLOWING SOCIAL NETWORKING

49、 SITES, IF ANY, ARE YOU A MEMBER OF?General Population (Aged 13+)Gamers (Aged 13+)82%78%55%47%45%45%40%40%31%27%Snapchat18MOBILE GAMING: WHERE ARE THE OPPORTUNITIES?Looking at current ownership versus demand, the top white space genres in mobile gaming are sports, racing and world builder games. The

50、segenres present a unique opportufor developers to satisfy demand ina part of the mobile marketplace that is currently less saturated than others, with high growth potential. Of course, growth potentialcan exist even in cluttered genres as we see with puzzle, trivia and role- playing games. Titles l

51、ike Candy Crush and Pokémon GO have saturated these genres, yet many consumers are still clamoring for more.HOW DO MOBILE GENRES STACK UP?INTEREST AND OWNERSHIPLow growth/High clutter160High growth/High clutter150Low growth/Low clutterHigh growth/Low clutter140130120110100Ownership:Average owne

52、rship of titles within each genre displayed as an index to the average ownership of titles across all genres.Interest:Average download interest of titles within each genre displayed as an index to the average download interest of titles across all genres.60708090100110120130Interest (index to averag

53、e)Source: Nielsen Mobile Game Tracking19Copyright © 2017 The Nielsen CompanyOwnership (index to average)ArcStPuzzle/ TriviaRole-playing GamesaderategyAction/ ShooterSimulationCasino, Board Games and Card GamesRacing World BuilderSports3In a more crowded marketplacefor devices, 69% of those intending to purchase VR equipment are male.TRENDS TO WATCHESPORTS, VIRTUAL AND AUGMENTED REALITY AND THE GROWING RELATIONSHIP WITH GAMINGIn the