程阳：2011博彩新兴市场的联合研究

Gaming Emerging Market Syndicated Study 2011 

[S]  www.ipsos-na.com/gaming

 

Gaming Emerging Market Syndicated Study 2011 

"An Overview of the Gaming Landscape"

 

Background and Objectives

The Emerging Market is defined as young adults in the general population aged 18–34. How are they different than other age cohorts? They are characterized by their high disposable income, as they have yet to make many debt-incurring“big life” purchases, as well as their strong desire to connect and stay connected with their peers.

 

Through a syndicated shared-cost study, Ipsos Reid is able to provide marketers and decision makers with a cost-effective way of obtaining relevant information on the Emerging Market.

 

In its fourth year of subscription, the Gaming Emerging Market Syndicated (GEMS) study 2011 will continue to track a variety of topics including technology usage, social networking, and gaming behaviours and attitudes.

 

In addition, we will be providing deeper analysis to examine key similarities and differences within the 18–34 group.We will also provide analysis to look at playership across gaming entities to help marketers determine where further opportunities might lie in the expansion of their gaming products.

 

Topic Areas

In 2011, Ipsos will be focusing on the gaming and technology areas of the 2010 questionnaire and expanding the questions being asked to delve more deeply into these topics. For many questions, at least one year of tracking data, if not more, will be available. The following topic areas will be included in the 2011 questionnaire:

 

Lottery Gaming

Including: motivations, perceptions and attitudes, loyalty, play patterns and frequency, spend, types of games played, and barriers to entrance and play.

 

Casino Gaming

Including: visitation, participation in gaming and entertainment activities, types of games played including slots and table games, and barriers to entrance and play.

 

Internet Gaming

Including: perceptions and attitudes, playing for real money vs. playing for fun, number of sites played at, frequency of play and spend, loyalty to specific sites, types of games played, and barriers to play.

 

Technology Ownership and Use

Including: ownership and use of technology products, cell phone use, Internet use, and attitudes towards technology.

 

Social Networking

Including: registration with and awareness of social networking sites, frequency of use, and social networking behaviours.

 

Methodology

Web-based Internet Study: A 20 minute survey will be conducted with respondents on the Internet using Ipsos’ proprietary online panel (both in the US and in Canada).

 

United States: Total Respondents (n=1,000)

 

Canada: Total Respondents (n=1,000)

 

A sample size of n=1,000 provides a margin of error of ±3.1%,19 times out of 20.

 

The sample will be representative of all internet enabled Americans (in the US study), and all Canadians (in the Canadian study) for that particular age category.

 

Clients have the ability to purchase booster samples if they subscribe prior to project field. Booster samples can be collected on any desired criteria, as long as it is feasible, and will be priced on an ad-hoc basis.

 

Timing (tentative, pending client response)

Questionnaire Design:April/May 2011Fielding:June 2011Data Analysis:June 2011Report Writing:June/July 2011Report Available:July 2011

 

 

Deliverables

We will provide the following deliverables:

 

Detailed tables with essential cross-tabs; and

A detailed 60 page presentation report in PowerPoint format

 

Cost

DeliverableCostUS Report/Tables/Presentation$6,000 USDCanadian Report/Tables/Presentation$6,000 USD

 

Booster Sample in a State or Province of InterestTBD*

 

Additional Crosstabs$500**

 

 

*Booster samples can be collected according to any specifications, as long as they are feasible, and will be priced on an ad-hoc basis. Please contact an Ipsos Reid representative for more information.

 

**The cost for additional cross tabs will vary.

 

Note: This project assumes a minimum number of subscribers and will not proceed without attaining that minimum.

 

Our Research Team

Ipsos Reid is the second largest survey based Research Company in the world, and has a seven member team solely dedicated to the Gaming and Lottery sector.

 

The project team for this study is comprised of individuals who are themselves a part of the Emerging Market cohort. The primary project managers are:

 

Kim Griffin is a Senior Research Manager with Ipsos Reid’s Gaming and Lottery Division. Kim works with a number of different state lotteries on various custom research and tracking studies.

 

Cristi Masuch is a Research Manager with Ipsos Reid’s Gaming and Lottery Division. She manages ad-hoc and tracking projects for variety of Lottery and gaming organizations. Cristi is also an experienced manager of Custom Panels.