IndustryGamers - Informing the Games Industry

Female Gaming Audience Expands in 2009, says NPD

Posted June 29, 2009 by David Radd

The number of female gamers increased in 2009 compared to 2008, according to a study of 20,000 online consumer panel members by The NPD Group. Their study Gamer Segmentation 2009 saw a four percent raise in females in what the group classifies as both "Heavy Portable" and "Extreme Gamers."

Depending on ownership, usage and frequency of use of various gaming devices, gamers were classified into the four categories of Console, Secondary, Online PC, Avid PC, Offline PC, Heavy Portable and Extreme. Females also increased among Console Gamers, from 23 percent last year to 28 percent this year, mainly attributed to the Wii.

"Last year was one of the most transformative in history in terms of defining the audience for gaming," said Anita Frazier, industry analyst, The NPD Group. "Even with the increased competition from mobile and social network gaming, the console gamer segment added the most new participants to its ranks in the last year."

Extreme Gamers play 10 hours more a week and purchase six times the number of games compared to the next highest segment. Their overall market impact is not high, however, as less than five percent of gamers classify as Extreme Gamers.

Gaming online was flat year-over-year, with 38 percent of gaming time spent online. While 16 percent of games purchased in late 2008 were digital downloads, the average number of gamers willing to pay for all types of micro-transactions decreased over last year.

"This could be caused by the increased availability of free gaming, putting a downward price pressure on the industry," said Frazier.

David Radd has worked as a gaming journalist since 2004 at sites such as GamerFeed, Gigex and GameDaily Biz.