The 1995 Computer/Videogame Benchmark Study

Alexander & Associates launched its "Computer/Videogame Benchmark" series of studies in late 1993 in conjunction with Smith Barney, the Wall Street investment firm. The purpose we set for this project was to establish a benchmark on "new media" usage in consumer homes. Specifically, we focussed on cross-platform, cross-market participation in the new media by consumers: in PC households that play videogames; in PC/CD-ROM households that also spend time on the internet; etc. Participation in the second Benchmark study grew to include Southwestern Bell, MCA, Virgin Interactive, Disney and others. This annual Benchmark study is unique in its consumer orientation and cross platform focus. Among the contributions this research has made to our clients was an insight into the demographics of PC adoption ('93 and '94), new game platform opportunities ('94), and the size and consumer base for internet and on-line services.

We are now organizing the 1995 study and discussing participation in this project with prospective sponsors. Win95 usage in consumer homes, as well as certain key internet usage patterns will both be part of our project this year. A flow chart that illustrates the organization of the interview process is included with this note; the statistical and methodological characteristics of this research are summarized below.

Structure of the Benchmark Study

The Computer/Videogame Benchmark Study focusses on new media usage among consumer households at home. Penetration of platforms and programs in the work environment is a matter not covered in this study. The flow chart shows the general layout of the sequence of questions put to the respondent. Note that only those questions that are appropriate to the respondent (based on his/her prior answers to screening and profile questions) are actually administered. See below for details on the interview process.

• Households with PC for home use -- following the screening questions, qualifying respondents are asked to describe their system(s) in detail; the characteristics of the primary and secondary users are discussed; and specific areas of use are covered. This year, internet uses, CD-ROM enter-tainment/edutainment uses, and the use of Win95 will all have special emphasis. Intent to purchase or upgrade systems is also explored as appropriatee.
• Households with a Videogame System -- following the screening questions, qualifying respondents are asked to describe their system(s), identify their primary system, describe the primary and secondary users of these systems, comment on how they learn about new games and where they purchase them, and discuss their awareness of an intent to purchase new platform systems. In a special section this year, we are asking them also to discuss the view of games on the PC versus game platforms.
• Lifestyles and Interests -- a tested battery of agree/disagree scales help to understand how the consumer positions new media in his/her household's financial and time budgets

In each of these areas, there are opportunities for sponsors to include special questions of interest to them on a proprietary basis (that is, they alone have the answers to those questions), or simply to make sure that the basic questionnaire has the key questions they need in it. In particular, we are evaluating additional interviews in selected sections of the questionnaire simply to insure that the total sample sizes are high enough to make certain analyses possible.

Survey Methodology and Project Timing

The survey is conducted during the first week of December. This timing is intended to avoid the "new user" bulge associated with the Holidays so that when we are talking with consumers about their usage patterns, they have generally sorted them through and know what they want to do.

The survey is administered by trained interviewers to 2,000 households around the country by telephone. The sample is specified by the Marketing Systems Group based on the demographic characteristics of consumer telephone exchanges around the country. The resulting calls are made into a stratified random sample of US households based on region of country, income and ethnicity.

The interviewers are trained in the questionnaire before it is administered. The sequence of questions each respondent hears is governed by the programs that control the displays at each interviewer's terminal. The overall interview, including an extensive battery of demographic questions, takes about 20 minutes.

Standard tabulations are prepared by the survey firm, ICR of Media, Pennsylvania. The raw data from the interviews, excepting any information that would compromise the privacy of the respondents, is made available to us for use in the preparing the analysis and final report. We use several statistical packages to facilitate a variety of analytical techniques ranging from simple cross tabulations and regression models to more complex multi-variate analyses. In the preparation of the reports, we work with the data from this survey, from prior studies in the Benchmark series, and any data external to the study that may be helpful in further illustrating the conclusions and forecasts we reach.

An interim report based on top line data is released to subscribers by mid-January. A final report with data tables is released to subscribers by the end of February.

Subscriptions Terms and Conditions

The base subscription price is $6,500 for the complete report.

Subscribers will receive a preliminary report in mid-January and a final report by the end of February. First time Subscribers will receive last year's report for reference and comparison purposes. A complete set of standard data tables is included.

In addition, Subscribers may request special tabulations of the data to meet your specific needs at no additional cost.

The project team is available to meet with Subscriber staff at your location to present and review the report and conclusions at a time of convenient to you. These meetings are typically scheduled within a few weeks of the release of the final report.

Special questions may be included in the questionnaire but because of the length of the study, the availability of this service is limited. We will discuss with you any special, proprietary questions you may want included and work out an appropriate price for them at that point.