Metrics an Obstacle to Integration, Women Gamers

While 59% of client-side marketers are satisfied with their companies’ progress toward integrating traditional and digital media, most also agree that inadequate metrics continue to be the biggest impediment to honing the media mix, a new survey of 294 Association of National Advertisers and American Association of Advertising Agencies members has confirmed. The study, which focused specifically on integration issues, found agencies’ biggest frustration to be clients’ lack of understanding of how customers use digital media.
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According to Nielsen Games, gamers are looking a lot more feminine then you might expect. True, the most-active console users fit the stereotype—male, ages 12 to 17 with annual household income of $70,000 or more. They mostly played PlayStation 3 and Xbox 360. However, gaming has grown increasingly popular among older players, other demographic groups—and women. Women ages 25 and older tended to be more faithful to their consoles than men of the same age, making building customer loyalty among console-makers a good strategy. What games do men and women mostly play on computers? Solitaire, FreeCell, Hearts, Minesweeper and Pinball—all games that generally come prepackaged with many PCs.
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