| |
Digital Youth |
Tech Savvy |
Fun Seeker |
| Who are they? |
Demographics |
16~24 years old, single, student |
25~34 years old , single & married,
professional / white Collar |
20~29 years old, single,
full-time employee, others |
Internet
usage & attitude |
Communication & multi-media |
Information seeker,
online shopper |
Game web searching,
E-mail |
| Personal interest |
Cultural experience,
web surfing |
Outdoor activity, sports |
Watching TV (US, UK),
party & entertainment (Germany, China) |
| Self-image |
Young, unique, exciting, futuristic |
Fun, creative, professional, innovative, premium |
Familiarity |
| Game involvement |
Game usage |
Heavy gamers |
Casual gamers |
Heavy gamers,
hard core gamers (UK, China) |
| Game behavior |
High involvement in gaming,
Play together |
Play alone |
Just for fun, competitive |
| Consumer behavior |
Product ownership |
Mid-high ownership |
A lot of new products |
Mid-low ownership |
| Technology adoption |
Early majority,
proactive information searching |
Early adopter,
preferring premium & innovative products |
Late majority,
prudent buyers & brand loyal customers |
