瑞典視頻游戲商店GOG Galaxy用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSDigital

video

game

shops:GOG.com

/

GOG

Galaxyshoppers

in

SwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGOG.com

/GOGGalaxy

shoppers

inSweden:

whothey

are;

whatthey

like;

what

theythink;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

GOG.com

/GOG

Galaxyshoppers

inSweden

(’’brandusers’’)

againstSwedish

digitalvideogame

buyersingeneral

(’’category

users’’),

and

theoverall

Swedish

onliner,

labelled

as’’allrespondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Sweden)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsGOG.com

/

GOG

Galaxy

ranks

outside

the

top

10

of

most

used

digital

videogame

shops

in

SwedenManagement

summary:

brandusageand

competitionTop10

most

used

digital

videogame

shopsinSwedenSteamPlayStationStore28%26%EAPlay/Origin23%AppleApp

Store

/AppleArcadeGoogle

PlayStore20%19%18%18%ElgigantenBlizzard

/BCDON15%15%EpicGames

Store

/EpicGames

LauncherMicrosoft

Store14%4Notes:"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=784,

digital

video

gamebuyersConsumer

Insights

Global

as

of

August

2023Sources:GOG.com

/

GOG

Galaxy

shoppers

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGOG.com

/GOG

Galaxy

ismore

popular

Safety

and

security

isless

important

toItstands

out

that42%

ofGOG.com

/GOG

Galaxyshoppers

prefer

to

ownhardcopies

of

films,booksor

music.GOG.com

/GOG

Galaxy

shoppersaccess

the

internet

viaadesktop

PCmore

often

than

theaverage

digitalvideo

gamebuyer.among

Millennials

thanother

digitalvideo

gameshops.GOG.com

/GOG

Galaxy

shoppers

thantootherdigitalvideo

gamebuyers.GOG.com

/GOG

Galaxy

ismore

popular

Financeand

economy

arerelatively27%

ofGOG.com

/GOGGalaxyshoppers

are

innovatorsor

earlyadopters

ofnew

products.among

male

digitalvideo

game

buyersthan

female

digital

video

game

buyers.prevalent

interests

of

GOG.com

/GOGGalaxy

shoppers.Onsocial

media,

GOG.com

/GOGGalaxy

shoppers

interact

withcompanies

more

often

thanotherdigitalvideo

gamebuyers.GOG.com

/GOG

Galaxy

hasalargershareof

shoppers

with

ahigh

incomethan

other

digitalvideogame

shops.Making

musicisarelatively

popularhobbyamong

GOG.com

/GOGGalaxyshoppers.Arelatively

highshare

ofGOG.com

/GOG

Galaxyshoppers

think

thatcivilrightsare

issuesthatneed

tobeaddressed.GOG.com

/GOG

Galaxy

shoppersremember

seeing

adson

blogs

andforums

more

often

thanotherdigitalvideo

gamebuyers.GOG.com

/GOG

Galaxy

shoppers

aremore

likely

toliveinlarge

citiesthandigitalvideo

gamebuyersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+GOG.com

/

GOG

Galaxy

is

more

popular

amongMillennials

than

other

digitalvideo

game

shopsDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users29%29%55%15%2%2%Category

usersAllrespondents48%22%20%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=55,

GOG.com/GOG

Galaxyshoppers,n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:GOG.com

/

GOG

Galaxy

is

more

popular

amongmale

digital

video

game

buyersthan

female

digital

video

game

buyersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users78%22%Category

usersAllrespondents61%39%50%50%MaleFemale8Notes:’’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=55,

GOG.com

/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:51%

ofGOG.com

/

GOG

Galaxy

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSweden35%27%24%21%21%21%18%18%16%16%15%13%11%

11%10%6%5%5%2%2%2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’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=55,

GOG.com/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023GOG.com

/

GOG

Galaxy

has

a

larger

share

of

shoppers

with

a

high

income

thanother

digital

video

game

shopsDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users43%20%38%Category

usersAllrespondents33%33%31%35%33%33%HighMiddleLow10

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=55,

GOG.com

/GOGGalaxy

shoppers,

n=784,

digital

video

game

buyers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

video

game

buyers,

GOG.com

/

GOG

Galaxyshoppers

are

relatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live38%29%27%26%24%22%18%17%16%14%13%11%10%9%7%4%4%3%3%

3%Other1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

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=55,

GOG.com

/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023GOG.com

/

GOG

Galaxy

shoppers

are

more

likely

to

live

in

largecities

thandigital

video

game

buyers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden54%43%42%30%30%29%19%18%15%11%8%2%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

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=55,

GOG.com/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

202320%

ofGOG.com

/

GOG

Galaxy

shoppers

consider

themselves

part

of

theLGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users20%73%7%7%Category

usersAllrespondents13%80%9%82%9%YesNoWould

rathernot

say13

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=55,

GOG.com/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSafety

andsecurity

is

less

important

to

GOG.com

/

GOG

Galaxy

shoppers

thanto

other

digital

video

game

buyersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%53%44%45%47%44%42%36%36%39%38%36%36%35%31%27%32%30%27%22%21%20%20%16%12%14%11%11%10%8%AhappyrelationshipSafety

andsecurityLearningnew

thingsAnhonest

andrespectable

lifeHavingagood

timeMaking

myown

decisionsSocial

justiceAdvancingmy

careerTobesuccessfulTraditionsBrand

usersCategory

usersAllrespondents15

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=55,

GOG.com

/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Finance

and

economy

are

relatively

prevalent

interests

of

GOG.com

/

GOGGalaxy

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofGOG.com

/GOGGalaxy

shoppersinSweden54%53%49%44%44%42%42%42%42%38%36%40%38%

36%33%37%36%36%35%33%32%31%

31%29%

28%29%26%21%20%20%Finance&economyHealth

&fitnessHistoryMovies,TVshows&musicScience

&technologyCareer

&educationFood

&diningTravelSportsArts&literatureBrand

usersCategory

usersAllrespondents16

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=55,

GOG.com/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

GOG.com

/

GOG

GalaxyshoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGOG.com

/GOGGalaxy

shoppersinSweden48%47%44%42%

41%33%38%36%35%33%34%33%33%31%31%30%29%27%27%24%25%24%24%23%22%22%20%19%15%11%Video

gamingTech

/computersReadingMaking

musicSocializingDIYandarts&craftsOutdooractivitiesBoard

games/cardgamesCars/vehiclesDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents17

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=55,GOG.com

/GOGGalaxy

shoppers,

n=784,

digital

video

game

buyers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023GOG.com

/

GOG

Galaxy

shoppers

are

more

likely

to

play

basketball

than

otherdigital

video

game

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGOG.com

/GOGGalaxy

shoppersinSweden18%16%17%16%16%16%15%15%15%15%13%13%11%11%11%11%11%7%7%6%5%4%4%3%3%3%2%1%1%1%BasketballCyclingBadmintonHikingFitness,aerobics,cardioSoccerAmericanFootball

/FlagFootballBaseball/SoftballCricketTableTennisBrand

usersCategory

usersAllrespondents18

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=21,

GOG.com

/GOGGalaxyshoppers,

n=333,

digital

video

game

buyers,n=5219,

all

respondentsConsumer

Insights

Global

as

of

August

2023GOG.com

/

GOG

Galaxy

shoppers

are

more

likely

to

follow

baseball

than

otherdigital

video

game

buyersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGOG.com

/GOGGalaxy

shoppersinSweden26%22%18%18%13%13%13%11%11%11%9%9%9%9%9%8%7%6%5%5%5%4%4%4%4%3%3%3%2%2%BaseballSoccerAmericanfootballAthletics(track&field)BoxingCyclingHandballVolleyballBasketballGolfBrand

usersCategory

usersAllrespondents19

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=18,

GOG.com/GOGGalaxy

shoppers,

n=293,

digital

video

gamebuyers,n=3856,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

42%

of

GOG.com

/

GOG

Galaxy

shoppers

prefer

to

own

hardcopies

of

films,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSweden68%65%59%58%55%55%51%51%49%49%47%42%36%23%21%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanageIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualitybooks

or

musicsmartphone,

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

CD,vinyl)Brand

usersCategory

usersAllrespondents21

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=55,

GOG.com

/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=2025,

all

respondentsConsumer

Insights

Global

as

of

August

202327%

ofGOG.com

/

GOG

Galaxy

shoppers

are

innovators

orearly

adopters

ofnew

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden47%42%38%27%26%24%22%18%15%13%13%11%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=55,

GOG.com/GOGGalaxy

shoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofGOG.com

/

GOG

Galaxy

shoppers

think

that

civil

rightsare

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoGOG.com

/GOGGalaxy

shoppers61%55%53%51%47%45%45%44%42%33%33%37%31%31%31%31%32%31%32%29%34%27%33%32%31%29%29%28%21%18%EconomicsituationRising

prices/inflation/cost

of

livingCrimeHealth

andsocial

securityClimatechange

Environment

UnemploymentCivilrightsEducationPovertyBrand

usersCategory

usersAllrespondents23

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=55,

GOG.com/GOGGalaxyshoppers,

n=784,

digital

video

game

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

video

game

buyers,

GOG.com

/

GOG

Galaxyshoppers

tend

to

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users27%27%45%0%Category

usersAllrespondents24%29%36%10%26%26%34%15%LeftCenterRightPrefer

nottoanswer24

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=55,

GOG.com/GOG

Galaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsGOG.com

/

GOG

Galaxy

shoppers

access

the

internet

via

a

desktop

PC

moreoften

than

the

average

digital

video

game

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet95%91%

92%87%73%72%71%71%69%60%58%

59%58%55%53%52%51%50%47%45%37%35%32%31%28%24%19%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersGaming

consoleCategory

usersTabletSmartwatchStreaming

device

Smart

speakersAllrespondents26

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=55,

GOG.com/GOGGalaxy

shoppers,

n=784,

digital

video

gamebuyers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

GOG.com

/

GOG

Galaxy

shoppers

interact

withcompaniesmore

often

than

other

digital

video

game

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type61%60%66%64%64%55%53%47%53%51%47%46%40%40%

39%33%38%36%31%36%

30%29%36%33%28%35%29%23%18%14%7%5%6%2%2%

2%Sentprivate

Liked

postsFollowedpeopleCommentedon

postsLikedcompanypostsFollowedcompaniesPosted

texts/statusSharedpostsbyother

usersSharedcompanypostsPostedpictures/videosIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents27

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=55,

GOG.com

/GOGGalaxyshoppers,

n=784,

digital

video

game

buyers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023GOG.com

/

GOG

Galaxy

shoppers

tend

to

read

magazines

more

often

thandigital

video

game

buyers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks80%

80%68%

72%71%67%66%64%62%60%60%59%57%47%46%53%52%44%50%48%43%40%33%

33%33%22%32%31%31%19%17%

17%14%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaRadioMagazinesOnlinenewswebsitesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

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=30,GOG.com

/GOGGalaxy

shoppers,

n=414,

digital

video

game

buyers,n=6071,

all

respondentsConsumer

Insights

Global

as

of

August

2023GOG.com

/

GOG

Galaxy

shoppers

remember

seeing

ads

on

blogs

and

forumsmore

often

than

other

digital

video

game

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGOG.com

/GOGGalaxy

shoppersinSweden

havecome

across

digital

advertisinginthepast4weeks51%47%43%45%

44%41%41%42%42%38%36%35%35%33%33%33%31%28%24%29%26%24%25%24%23%21%19%19%18%14%Video

portalsSocial

mediaOnlinestores

Search

engines

Video

streamingservicesEditorialwebsitesandappsBlogs/forumsMusicportalsWebsitesandappsof

brandsNewslettersBrand

usersCategory

usersAllrespondents29

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=55,

GOG.com

/GOGGalaxyshoppers,

n=784,

digital

video

gamebuyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023GOG.com

/

GOG

Galaxy

shoppers

remember

ads

they

saw

in

printedmagazines

and

journals

more

often

than

other

digital

video

game

buyersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks49%47%44%

43%

44%43%44%42%40%35%39%40%36%31%31%25%30%28%24%24%22%22%21%17%Directly

inthestoreOnadvertising

By

mailshot

/OnTVOntheradioInprintedmagazinesandjournalsAtthemovies/cinemaInprinteddailynewspapersspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

t