英国视频游戏商城humble bundle用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSDigital

video

game

shops:Humble

Bundle

shoppers

in

theUnited

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHumble

Bundleshoppers

inthe

UnitedKingdom:

who

theyare;

whatthey

like;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

HumbleBundleshoppers

inthe

UnitedKingdom(’’brandusers’’)

against

UKdigitalvideo

gamebuyersingeneral

(’’category

users’’),

andtheoverall

UK

•

2,000+

forthebasicsurveyonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

the

Consumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHumble

Bundle

ranks

outside

the

top

10

of

most

used

digital

video

game

shopsin

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

digital

videogame

shopsintheUKAmazon

Games

/prime

gamingAppleApp

Store

/AppleArcadePlayStationStoreEAPlay/Origin36%27%26%22%21%19%19%17%17%16%Google

PlayStoreGAMEArgosMicrosoft

StoreNintendoeShopBlizzard

/B4Notes:"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=1795,

digital

video

game

buyersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

digital

video

game

buyers

using

Humble

Bundle

declined

by1percentage

points

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

digitalvideogame

buyersusing

Humble

Bundle6%5%5%5%4%4%4%4%4%4%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=33

-

98

Humble

Bundle

shoppers,

n=799

-

1795

digital

video

gamebuyersSources:Consumer

Insights

Global

as

of

August

2023Humble

Bundle

shoppers

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHumbleBundleis

more

popularamong

Ahappy

relationship

isless

important

to

Itstands

out

that42%

ofHumbleHumbleBundleshoppers

access

theinternet

viaadesktop

PCmore

oftenthan

theaverage

digitalvideo

gamebuyer.Millennials

thanother

digital

videogame

shops.HumbleBundleshoppers

thanto

otherdigitalvideo

gamebuyers.Bundleshoppers

prefer

toown

hardcopies

of

films,booksor

music.Compared

tootherdigitalvideo

gameshops,HumbleBundlehasarelativelyhighshareof

maleshoppers.Artsandliterature

arerelativelyprevalent

interests

of

HumbleBundleshoppers.32%

ofHumble

Bundleshoppers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

HumbleBundleshoppers

interact

with

companies

moreoften

than

other

digitalvideogamebuyers.HumbleBundlehasalarger

share

ofBoard

or

card

gamesare

relativelyArelatively

highshare

ofHumbleshoppers

with

ahigh

income

than

other

popularhobbiesamong

Humble

Bundle

Bundleshoppers

think

thatcivilrightsdigitalvideo

gameshops.shoppers.areissues

thatneed

to

beaddressed.HumbleBundleshoppers

rememberseeing

adson

editorial

websites

andappsmore

often

than

other

digitalvideogame

buyers.HumbleBundleshoppers

are

morelikely

to

liveincities

and

urbanareasthan

digitalvideo

gamebuyers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Humble

Bundle

is

more

popular

among

Millennials

than

other

digital

videogame

shopsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users29%29%56%15%0%Category

usersAllrespondents49%19%2%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=98,

Humble

Bundle

shoppers,

n=1795,digital

video

game

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Compared

to

other

digital

video

game

shops,

Humble

Bundle

has

a

relativelyhigh

share

of

male

shoppersDemographic

profile:

genderGenderofconsumersintheUKBrand

users66%34%Category

usersAllrespondents60%40%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:

n=98,

Humble

Bundle

shoppers,n=1795,

digital

video

gamebuyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:A

relatively

high

share

of

Humble

Bundle

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK41%31%28%22%22%21%19%

19%17%15%15%9%9%8%7%7%4%3%1%

1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

game

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Humble

Bundle

has

a

larger

share

of

shoppers

with

a

high

income

than

otherdigital

video

game

shopsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users48%31%20%Category

usersAllrespondents42%32%26%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Where

have

youspent

money

online

ondigital

video

games

inthe

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

gamebuyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

video

game

buyers,

Humble

Bundle

shoppers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive54%43%34%24%17%16%14%13%12%12%11%8%8%7%6%4%4%3%

3%Multi-generationalfamily3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

game

buyers,n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023Humble

Bundle

shoppers

are

more

likely

to

live

in

cities

and

urban

areas

thandigital

video

game

buyers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK31%29%26%24%21%20%20%17%16%15%13%12%11%10%9%9%8%7%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Wherehave

youspent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=98,

HumbleBundle

shoppers,

n=1795,

digital

video

gamebuyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202313%

of

Humble

Bundle

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users13%86%1%Category

usersAllrespondents10%87%3%8%89%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

videogamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

game

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Humble

Bundle

shoppers

than

to

otherdigital

video

game

buyersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%54%49%44%42%40%40%35%39%37%35%27%35%34%34%29%25%29%29%28%24%21%20%13%20%14%10%13%10%10%AhappyrelationshipTobesuccessfulHavingagood

timeAnhonest

andrespectable

life

own

decisionsMaking

myLearningnew

thingsSafety

andsecurityAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-apppurchases,

subscriptions)?";

Multi

Pick;Base:

n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

game

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relatively

prevalent

interests

of

Humble

Bundle

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofHumbleBundle

shoppersintheUK55%

56%51%52%43%43%38%37%36%38%37%36%35%33%34%34%34%29%27%26%25%25%25%23%21%22%21%21%19%9%Science

&technologyMovies,TVshows&musicArts&literatureHealth

&fitnessFood

&diningPolitics&societyandcurrentworld

eventsFamily

&parentingFashion&beautyFinance&economyGaming

&eSportsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=98,

HumbleBundle

shoppers,

n=1795,

digital

video

gamebuyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

Humble

BundleshoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHumbleBundleshoppersinthe

UK51%50%47%47%42%41%39%38%38%37%37%35%34%33%33%33%33%32%30%29%28%29%25%23%22%22%21%19%15%11%Video

gamingOutdooractivitiesTech

/computersBoard

games/cardgamesTravelingCooking/bakingDoing

sportsandfitnessReadingDIYandarts&craftsMaking

musicBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Where

have

youspent

money

online

ondigital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:

n=98,

HumbleBundle

shoppers,

n=1795,

digital

video

gamebuyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Humble

Bundle

shoppers

are

more

likely

to

play

basketball

than

other

digitalvideo

game

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHumbleBundleshoppersintheUK28%26%22%21%21%20%20%18%18%16%16%14%13%13%12%12%11%10%10%10%9%8%8%7%6%6%6%5%4%3%CyclingBasketballSoccerBadmintonGolfFitness,aerobics,cardioRunning/JoggingBaseball/SoftballHikingHunting/FishingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:

n=55,

Humble

Bundle

shoppers,

n=777,

digital

video

gamebuyers,

n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023Humble

Bundle

shoppers

are

more

likely

to

follow

field

hockey

than

other

digitalvideo

game

buyersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHumbleBundleshoppersintheUK27%26%19%17%15%14%13%12%12%12%12%12%11%10%9%

9%9%7%7%7%7%6%6%5%5%5%5%4%3%1%SoccerBasketballCricketCyclingField

hockeyAmericanfootballAthletics(track&

field)BoxingGolfSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Where

have

youspent

money

online

on

digital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

MultiPick;Base:n=31,

Humble

Bundle

shoppers,

n=671,

digital

video

gamebuyers,

n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

42%

of

Humble

Bundle

shoppers

prefer

to

own

hard

copies

offilms,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediaintheUK65%61%60%58%54%53%50%49%47%44%42%41%38%28%27%Iwant

to

access

mymusic/movies

onallmydevices

(TV,Digitalservices

allowme

to

discover

newandexcitingcontentItisimportant

tometogetthebestimage

asitiseasier

tomanageandsoundqualityIprefer

digitalcontentIprefer

toown

hardcopies

of

films,books

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=98,

HumbleBundle

shoppers,

n=1795,

digital

video

gamebuyers,

n=4034,

all

respondentsConsumer

Insights

Global

as

of

August

202332%

of

Humble

Bundle

shoppers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK43%36%34%32%32%21%21%19%20%15%13%11%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Wherehave

youspent

money

online

ondigital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,subscriptions)?";

Multi

Pick;Base:n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

gamebuyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Humble

Bundle

shoppers

think

that

civil

rights

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toHumble

Bundleshoppers63%54%52%48%47%33%38%43%41%41%40%40%39%30%33%33%37%36%36%34%34%35%33%28%33%31%29%27%16%15%Rising

prices/inflation/cost

of

livingHousingEconomicsituationHealth

andsocial

securityCrimePovertyEnvironmentCivilrightsClimatechange

UnemploymentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

game

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

video

game

buyers,

Humble

Bundle

shoppers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users24%23%33%46%6%Category

usersAllrespondents21%37%10%23%37%26%14%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

game

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsHumble

Bundle

shoppers

access

the

internet

via

a

desktop

PC

more

often

thanthe

average

digital

video

game

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet91%

91%90%73%73%

73%70%69%65%61%61%60%59%54%52%

52%50%49%45%43%41%39%38%38%36%31%30%SmartphoneDesktop

PCLaptopSmart

TVGaming

consoleCategory

usersTabletStreaming

device

Smart

speakersSmartwatchBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Where

have

youspent

money

onlineondigital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

MultiPick;Base:n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

gamebuyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Humble

Bundle

shoppers

interact

with

companies

more

oftenthan

other

digital

video

game

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type53%53%57%49%54%53%

54%49%51%50%50%43%50%49%48%41%47%41%39%35%34%27%32%31%31%30%29%22%22%15%8%7%5%2%2%0%Commented

Sentprivate

Posted

textsFollowedpeoplePostedpictures/videosFollowedcompaniesLiked

postsbyotherusersSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsmessages/statusupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youspent

money

online

on

digital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";Multi

Pick;Base:n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

gamebuyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Humble

Bundle

shoppers

tend

to

read

magazines

more

often

than

digital

videogame

buyersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks92%79%74%79%77%68%70%62%50%59%

55%

59%57%57%56%54%46%44%43%35%42%31%39%37%24%33%34%26%32%18%27%18%15%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesMovies

/cinemaMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youspent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=63,Humble

Bundle

shoppers,

n=903,

digital

video

gamebuyers,

n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023Humble

Bundle

shoppers

remember

seeing

ads

on

editorial

websites

andappsmore

often

than

other

digital

video

game

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHumbleBundleshoppersintheUKhave

come

across

digital

advertisinginthepast4weeks52%49%48%

43%43%47%45%44%43%42%40%37%38%37%35%31%35%34%33%32%29%27%27%23%20%18%18%16%13%10%OnlinestoresVideo

portalsSocial

mediaWebsitesandappsof

brandsSearch

engines

Video

gamesEditorialwebsitesandappsVideo

streamingservicesBlogs/forumsMusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Where

have

youspent

money

online

on

digital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

MultiPick;

Base:

n=98,

Humble

Bundle

shoppers,

n=1795,

digital

video

game

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Humble

Bundle

shoppers

remember

ads

they

saw

in

printed

magazines

andjournals

more

often

than

other

digital

video

game

buyersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks66%51%48%47%34%47%38%45%33%42%40%26%36%37%27%

27%37%23%32%29%21%19%18%18%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioInprintedmagazinesandjournalsAtthemovies

By

mailshot

/Inprinteddailynewspapers/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

y