A surprising 70% of recent video game/game systems buyers reported some or significant influence from television and 54% reported influence from online video, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey.

Nearly half of consumers 18 to 24 years old (48.5%) purchased video game products recently, and that age group reported even higher rates of influence from information or advertising from television (84.9%) and online video (64.6%).

"Gamers want to see new releases in action before they buy, and online video is an effective way to show actual game play,” said C. Lee Smith, president and CEO of Ad-ology Research. “Video game marketers should be careful not to write off traditional media in favor of online marketing, as a large percentage of gamers are still influenced by television and magazines.”

Magazines also had some or significant influence on 57.5% of recent buyers. Males were notably more influenced by information and advertising in magazines than females (61.4% compared to 53.4%), and when broken down by age, 25-to-34-year-old purchasers reported the most influence from magazines (68.3%).

Other key findings from the survey:

• Product availability was rated as an important or very important factor in the purchasing decision by 83.8% of buyers
• Approximately 38% of video game/system purchasers say online product reviews significantly influenced their purchase
• Nearly 70% of consumers were influenced by manufacturer Web sites
• Approximately 20% of purchasers say sports sponsorship is “somewhat” or “very important”

The Media Influence on Consumer Choice survey is conducted quarterly by Ad-ology Research to study on- and off-line media influence on buying decisions.

The full report, “Media Influence on Consumer Choice: Video Games Systems and Software,” can be purchased online through Ad-ology. The 46-page downloadable report is $495 and features 24 data charts, consumer-spending estimates by market, and additional marketing insights.

ABOUT AD-OLOGY RESEARCH

Ad-ology Research analyzes key marketing and advertising trends in over 370 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.

METHODOLOGY

Ad-ology Research surveyed an online consumer panel of 1,105 adults in a manner that is 98% representative of the adult population of the United States from August 25-28, 2008. The margin of error for this survey is +/- 2.0 percentage points.

EDITOR'S NOTE: The Ad-ology trade name should be hyphenated in all printed references.