BIGresearch Releases Game Platform Racial Demographics

BIGresearch's Simultaneous Media Study VII, a survey of over 15,000 participants during December 2005, yielded as one of its results a look into the racial demographics of the current crop of video game systems. The study examined the game platform ownership of groups of white, black, and Hispanic gamers aged 18-24 and 25-34, in an effort to assist marketers with targeting game advertising toward specific groups. In the 18-24 segment, the overall most popular gaming platform was the PC -- though the specific wording of the question, "Which of the following video game platforms are currently used in your home," may simply mean that more respondents had a PC that could theoretically play games. However, usage among white respondents greatly outstripped the Hispanic and especially black respondents. Parity was more apparent with PlayStation 2 usage, where all three groups indicated around 50% ownership. The most common racial group to own no game platforms at all was the black respondents. In the 25-34 segment, things changed slightly: fewer respondents all around reported PC game usage, and the black respondents came out ahead in PS2 ownership. The older black gamers also used handheld systems such as Game Boy Advance and PSP on a rate more consistent with the other demographics, compared to the younger set who were less likely to have a handheld console.