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U.S. Automakers In Trouble With Gamers.

Posted by: David Kiley on March 3, 2008

Online gamers make up a large auto-owning demographic, with 73% of gamers’ households owning two or more vehicles, according to a Ziff Davis Game Group study of automotive trends among the gaming demographic (specifically, users of its 1UP Network).

Among the survey highlights:

Among the 73% of auto-owning gamer households, 61% own a four-door Sedan, 31% own an SUV, 17% own a two-door Sedan.
The majority of gamers own American-made cars (24% Ford, 18% Chevrolet).
However, 79% are planning to buy an import for their next car (41% Toyota, 41% Honda, 25% Nissan).

58% plan on purchasing a new vehicle within the next 12 months.
Environmentally friendly automobiles are on the horizon for the gaming population as they plan their next car purchase: 36% intend to buy a hybrid.

Gamers want vehicles that are technologically advanced, with an overwhelming 82% looking forward to new technologies’ being featured in future vehicles.

Gamers would consider paying extra for…
MP3 plug-in (72%)
GPS (61%)
Surround Sound (59%)

Gamers are active information seekers and influencers, with many researching vehicles online before they buy and giving advice to other potential buyers about brands of vehicles.

“Gamers have proven themselves to be a significant consumer demographic. Conducting such a poll…allows us to gain and provide others with a better understanding of vehicle buying patterns among the gaming population, have a better sense of who these consumers are, and help determine what they’re looking for in automobiles,” said Rey Ledda, VP, Marketing, Events, and Research.

Reader Comments


March 3, 2008 8:47 PM

I suppose this is the case as motor vehicles become more like commodities, the work (and sadly, the responsibility attached to driving) pales and fades as boredom takes over. Sad, but certainly a sign of the times. Kind of frustrating too as our population is undergoing a massive dumbing down in terms of education in particular, certainly the 'work ethic', and even caring about the concerns of others. Check out the public places these days for vast herds of walking blimps, self-absorbed know-it-alls patterned after the working models hyped so widely by our leftist media.

Needless to say, 'gaming' is largely for the mindless, the ignorant, anti-social, unstable, uncaring flawed-ego types. OK, I suppose, when these freaks are locked away in a basement or attic somewhere out of sight and relatively harmless, but on our streets and highways???

Dave Suton

March 4, 2008 9:20 AM

I am a 22 year old "gamer". I drive a Honda Civic. It's a load of Junk. Why would I buy a Japanese brand again and have to got through all of this bull? New Dodge Caliber for me, Thank You very much.


March 4, 2008 1:58 PM

Interesting post!

I would be interested to how the personal demographics played out - patterns relating to age and location, for example.

Also, the stat that reads "82% looking forward to new technologies" - I'm a little surprised it’s not higher!


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