Incidental Players (60+) - Non-Gaming Psychographics
To build a psychographic profile for the average Incidental Player over the age of 60, this data follows the basic demographic profile which was built in earlier research. This typical Incidental Player over the age of 60 is either female or male and prefers to play on his/her smartphone. They are most likely college-educated, married, and have children. Females are more likely to make an in-game purchase than their male counterpart.
- Gamers as a whole, and as an extension Incidental Player (which are likely college-educated with a higher than average income), are between 1.1 times and 1.5 times more likely to make purchases in the following categories than the general online population: entertainment, electronics, computers, smartphones, and cars.
- 74% of gamers state that "they would pay more for top-quality media and entertainment products and services" and 85% indicate their willingness to "pay more for top quality consumer electronics products and services".
- 73% are willing to pay more for top-quality food and beverage products and services.
Data on this segment's Facebook page preferences (listed by category and page name) has been collected from the Facebook subscribers who fit the Incidental Players demographic profile — men and women over the age of 60, with interest in games (browser, board, card, casino, and online), college-educated, and married:
- Sports — SilverSneakers
- Interest — Poll Hype, The Grandma's Club, AWM America, USA Patriots for Donald Trump
- Media/news company — Donald Trump is My President, Jefferson Newsletter by WJ, and Conservative Reporter
- Politician — Governor Jan Brewer, Rick Perry, and Joe Walsh
- Community organization — Fed-Up Americans
- Loan service — Low VA Rates
- Community — Conservatives Today, FutureinAmerica, Liberty Upheld, TruthFeed, and Stop Amnesty
- Cause — The Committee to Defend the President, StandUnited.org, and Veterans Advantage
- News Personality — Ben Ferguson, and Young Conservatives
- Political organization — OpsLens, NRSC, Heritage Action for America, and Fight Trump
- Newspaper — Patriots United
- Media — Defense Of Freedom, All That's Entertainment, US Chronicle, WD Americans Online, and ND Life
- News and media website — Your Nation, Headline Politics, LifeZette, Twitchy, Townhall.com, Master
- Public figure — Matt Kibbe, Marlo Thomas, Jay Sekulow, Laura W. Bush, and Greta Van Susteren
- Website — The Good Old Days
- Personal blog — Yes I'm Right
- History Museum — Old Photo Archive
- Hospital — Cleveland Clinic
- Non-profit organization — No Labels, National Pro-Life Alliance, Alliance Defending Freedom, ACLJHuman Coalition, and FAIRFWD.us
- Financial consultant — Conservative Post
- Fan Page — We Love President Donald J. Trump
Analysis of these page likes provides the following assumptions of the general non-gaming preferences of the Incidental Players over 60:
- They are patriotic.
- They are more conservative in their political beliefs and follow political leaders.
Data on this segment's Facebook brand page preferences (listed by category and brand name) has been collected from the Facebook subscribers who fit the Incidental Players demographic profile — men and women over the age of 60, with interest in games (browser, board, card, casino, and online), college-educated, and married:
- Travel company — Viking
- Clothing (brand) — Chico's
Analysis of these brand likes provides the following assumptions of the general non-gaming brand preferences of the Incidental Player over the age of 60:
- Do not use social media to follow brands they like, they are more likely to follow political and news pages.
WAYS TO REACH
As the majority of this segment lies within the Baby Boomer generation, the following statistics apply to Incidental Players in terms of marketing engagement:
- 82.3% of Baby Boomers have a Facebook account. 35.3% have a LinkedIn account, and 34.4% use Pinterest.
- 96% of Baby Boomers use search engines, 95% use email, and 92% shop online.
- 70% of this generation enjoy watching videos about products and services.
- 78% of Baby Boomers continue with a program or service is it is simple.
As the majority of this segment lies within the Baby Boomer generation, the following statistics apply to Incidental Players in terms of pain points:
- 8 out of 10 Baby Boomers feel that advertisements are targeting younger consumers.
Adults over the age of 50 spend an average of over $7 billion on line per year, so it is safe to assume that the average Incidental Player over the age of 60 is a very active online consumer. Following are several common pain points experienced by online shoppers:
- A common problem is "too many choices without any choosing support is a source of great consumer frustration". A potential solution is to have a "passionate and knowledgeable expert who helps them discover products they’ll love and offers them ways to easily and intuitively pick the product that’s right for THEM".
- 50% of potential sales are lost because visitors to a website or online shopping cart can’t find what they are looking for.
- "45% of US customers are likely to abandon an online purchase if they can’t find a quick answer to their question".
- The over 60 demographic, although tech knowledgeable are not as tech savy as the younger generations. Easy to navigate websites and registration pages can help keep this group engaged.
To build this profile, data was collated from sources like the EEDAR Gamer Segmentation Report, the Facebook Insights Tool, research from Facebook Gaming marketing reports, and additional highlights from media and market research findings. Please note that when using the Facebook Insights tool to provide the presented psychographic data, the following segments were chosen based upon assumptions from the corresponding demographic profile: over the age of 60 and interest choices of board games, browser games, card games, casino games, and online games. Some data points apply to multiple segments of the profiles within this project.