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Selected insights on target audience: eSports & gaming fans in China

• There are eSports & gaming fans throughout all income brackets
• Having a good time has more importance to eSports & gaming fans than to the average consumer
• 37% of eSports & gaming fans are innovators or early adopters of new products
• A relatively high share of eSports & gaming fans think that rising prices, inflation & cost of living are issues that need to be addressed
• 52% of eSports & gaming fans remember seeing ads in video games

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in China
• Gender of consumers in China
• Level of education in China
• Share of consumers in China in the high, middle, and low thirds of household gross income
• Type of households in which consumers in China live
• Communities where consumers live in China
• Accommodation type and home ownership in China
• LGBTQ+ status of consumers in China

• Most important aspects of life for consumers in China
• Top 10 interests of esports & gaming fans in China
• Top 10 hobbies and leisure activities of esports & gaming fans in China
• Top 10 sports activities of esports & gaming fans in China
• Top 10 sports followed by esports & gaming fans in China
• Pets living with esports & gaming fans in China

• Agreement with statements in China
• The 10 most important issues facing China according to esports & gaming fans
• Political attitudes of consumers in China
• Innovation adopter types based on statements towards innovation by consumers in China
• Economic situation in China as percieved by esports & gaming fans
• Perceived personal economic situation of esports & gaming fans
• Agreement with statements regarding economic concerns of esports & gaming fans

• Type of media consumers in China have been using in the past 4 weeks
• Top 10 social networks used by esports & gaming fans
• Top 10 channels where esports & gaming fans in China remember coming across digital advertising
• Places where consumers in China have come across non-digital advertising in the past 4 weeks