DEMOGRAPHICS

Gender

Age

Education*

Income

Work situation

Home situation

Hobbies and general interests

Sports actively watched/followed

Frequency of participating in sports

MOBILE

The variables below can be used to analyze the mobile

consumers per country. All the mobile variables are

shown below:

Predominantly use mobile for various activities (e.g.

reading, listening to music, watching online

TV/video, social networks, online shopping)

Mobile phone brand

Mobile network operator*

App stores used

Active use of tablets per brand (e.g. iPad (Mini/Air),

Kindle (Fire), Galaxy Tab, Microsoft Surface, Nvidia

Shield Tab)

Chat apps used to play games in*

Mobile device used to play (e.g. tablet, smartphone,

iPod)

Source of mobile games played (e.g. pre-installed,

browser, downloaded/app store games)

Favorite genres mobile games

Mobile franchises (e.g. Candy Crush Saga, Clash of

Clans, Hay Day, Game of War, Vainglory)

VIRTUAL REALITY (VR)

Platform used to experience virtual reality (VR)

MEDIA, RETAIL & TECHNOLOGY

Time spent on various activities (e.g. reading,

listening to music, watching (online) TV/video, social

networks, online shopping)

Social (mobile) networks and chat apps used*

TV channels watched*

Online shopping websites used (Amazon, Asos,

Ebay, AliExpress/Taobao, Walmart)

Digital media subscriptions (Xbox Live Gold,

PlayStation Plus, Steam Subscription Plan, Spotify,

Netflix, HBO, Google Play Music, Individual Twitch

channel/Twitch Turbo, Amazon Prime streaming

services, Apple Music)

Brand attitude (Pepsi, AMD, Intel, Apple, Samsung,

Amazon, Coca Cola, Red Bull, Windows, Monster,

Sprite, Adidas, Nike)

CONSUMER INSIGHTS MOBILE

2017 TOPIC LIST

Sander Bosman | VP Research sander@newzoo.com © Newzoo 2017

PAYMENT BEHAVIOR

General (online) shopping & payment preferences

Paying players per market segment

Money spent mobile segment

GAME BEHAVIOR

Total number of (non-)gamers

Players per market segment

Play frequency mobile segment

Time spent playing mobile segment

Money spent on gaming hardware

Ownership of gaming peripherals & brand ownership

Source to discover new games

Most important aspects when searching for a video

game

Mobile devices: smartphones and tablets

Competitive gaming behavior

Gaming video content (watch, live-stream, record)

on various platforms (e.g. Twitch, Youtube)

Type of game content watched (e.g. let’s plays,

gaming reviews, tips and tricks)

Gamers segmentation - Casual, Midcore, Core

Esports awareness

Frequency & time spent watching esports

Esports games regularly watched (e.g. CS:GO, FIFA,

LoL, Dota 2, Vainglory)

* Country specific topics.

Countries available (28):

US, Canada, Germany, France, Netherlands, UK,

Belgium, Spain, Italy, Poland, Sweden, Russia, Turkey,

Japan, South Korea, China, Taiwan, Argentina, Brazil,

Mexico, Australia, Indonesia, Philippines, Vietnam,

Singapore, Thailand, Malaysia, India

UNITED STATES

UNITED

KINGDOM

SPAIN

BRAZIL

GERMANY FRANCE NETHERLANDS BELGIUM SOUTH KOREA INDONESIA

CANADA SINGAPORE MEXCIO RUSSIA CHINA AUSTRALIA

ITALY SWEDEN TURKEY POLAND JAPAN ARGENTINA

MALAYSIA PHILIPPINES VIETNAM THAILAND TAIWAN INDIA