HP Gaming Insights
Primary and secondary research study to explore the purchase gaming preferences in India and USA.
- Client: HP Inc
- Location: United States 🇺🇲, India 🇮🇳
- Timeline: November 2022 - December 2022
- Team: Carles Díaz (UXR)
- Tools: Baymard's Institute, UserTesting, Excel, Power BI, Miro, Powerpoint
Kickoff
We need to know where and how gamers behave during their customer journey and what information is relevant in order to make a purchase.
Objectives
- Understand better the multi-purpose computer purchase, gamers' motivations: a) Before starting the purchase journey b) When during their purchase journey.
- Identify which is the relevant information for gamers to facilitate their purchase decisions. a) Where they want it b) What they want
✏️ Notes
Gaming industry is growing, and HP brands have a good opportunity to increase revenues by understanding gamers needs in different markets. In this research study the main goal was to discover new opportunities.
Secondary Research
Through desktop research it was possible to obtain a lot of information about the types of gamers in both countries. They were also divided by age range and gender, observing relevant differences in terms of types of video games, types of players, hours of consumption. Below you can see some of the data collected for further research:
The American online gamer profile:
- 66% of americans play video games weekly (48% Female, 52% Male)
- 25% under 18 | 36% 18-34 | 13% 35-44 | 12% 45-54 | 15% 55+
- Device preference: (Mostly every player use more than one device)
- 70% mobile | 52% Console | 43% PC/Laptop | 26% Tablet | 7% VR device.
- Usually, they like to play with or agains other players.
- There’s no priority for any type of video game (shooter, simulation, arcade, puzzle, …)
The Indian online gamer profile:
- is a below-24-year male.(59% below 24yo)
- Gender: 83% Male, 17% Female
- is introduced to online gaming through their friends, family, and peer group.
- is engaged in gaming for stress relief and social interaction.
- Device preference: 88% Mobile | 10% PC/Laptop | 2% Tablet
- 2022 Essential Facts About the Video Game Industry
Entertainment Software Association. - 2021 Essential Facts About the Video Game Industry
Entertainment Software Association Annual evolution of revenues from the sale of physical and digital computer games [2016 to 2025]. - Console Is Still King: Most Young and Avid Gamers
- Use Consoles Despite Next-Gen Scarcity.
- India’s online gaming ind eyes Rs 11,900 crore revenue by FY23. The Economic Times. 4 March 2019. Retrieved 9 November 2019.
- Beyond the tipping point A primer on online casual gaming in India. KPMG 2021
- Online Gaming in India A study by KPMG in India and Google.
- India’s Got Game: Sequoia India, BCG Report Forecasts a $5 Billion Mobile Gaming Market by 2025.
Playing by new rules March 2021 - India’s Media & Entertainment sector reboots in 2020.
EEUU Unmoderated Interviews
Goals
- To determine how customers use social media during online purchases.
- To identify how UGC affects users in their purchase journey.
- To understand how users interact with «Visual Social User Generated Content“.
- To identify WHY and WHEN during the purchase journey the Visual UGC has the bigger impact. e.g., PDP, PPD, PLP…
Details
- 108 Participants (36 each country)
- Unmoderated Interviews with UserTesting
- 5 Questions
- Desktop
- Date: October 2022
Target Audience: 18–24 | 25-34 | 35-44 (Male 50% Female 50%)
💡Main Insights
✅
The U.S. and U.K. markets perform similarly in using social media for purchasing decisions.
🧑💻
Techie consumers are more likely to compare than non-techies when purchasing hard/software
🔝
Youtube and Instagram are the most used social networks for the purchase decision process.
🔍
Consumers mainly use social networks to get real users pictures and look for external reviews
| Learning 1: Use of social media during their online purchases | Learning 2: likely to see social media content in online stores | Learning 3: the most visited social media during the customer journey | Learning 4: Reasons to use social media during online purchases |
|---|---|---|---|
| 87.5% of participants use social media during their online purchases. 4.85/7 Frequency of using social media during online purchases |
50% Online Hard/Software Store | 64.58% YouTube 52.08% Instagram 37.50% Facebook 35.42% Reddit |
83.33% Look for external reviews 72.92% Look for real user pictures 64.58% Find inspiration to buy 58.33% Find special offers/ discounts |
| Learning 1: Use of social media during their online purchases | Learning 2: likely to see social media content in online stores | Learning 3: the most visited social media during the customer journey | Learning 4: Reasons to use social media during online purchases |
|---|---|---|---|
| 95.83% of participants use social media during their online purchases. 4.93/7 Frequency of using social media during online purchases |
45.83% Online Hard/Software Store | 62,5% Instagram
54.17% YouTube 37,5% TikTok 31.25% Facebook |
72.92% Look for external reviews 68.75% Look for real user pictures 66.67% Find inspiration to buy 66.67 % Find special offers/discounts |
| Learning 1: Use of social media during their online purchases | Learning 2: likely to see social media content in online stores | Learning 3: the most visited social media during the customer journey | Learning 4: Reasons to use social media during online purchases |
|---|---|---|---|
| 87.5% of participants use social media during their online purchases. 4.58/7 Frequency of using social media during online purchases |
31.25% Online Hard/Software Store | 70.83% Instagram
62.50% Facebook 52.08% YouTube 27.08% TikTok |
70.83% Find special offers/discounts
68.75% Find inspiration to buy 62,50% Look for real user pictures 52.08% Look for external reviews |
🎨 UI Redesign
I worked with L.C (UXD) to redesign Product Detail Pages and include the BazaarVoice widget customized with the HP branding style. For this step of the project, we had the support of the BazaarVoice team.
Taken Actions
- We recommend introducing Bazaar Voice widget gallery in the HP Store due to the regular use of social media during the online purchases and the interest of the users.
- Video and pictures are the most frequented content while shopping online (YT & IG). Provide Video UGC would engage better the target audience.
- We recommend placing BazaarVoice widget in: PDP, PRP.
Next Steps
We recommend an A/B testing with multivariant to validate where to place the BazaarVoice Widget Gallery within the pages: PDP, PRP. After the results apply the most effective variant and repeat the workflow with the homepage and CLP.