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 Situation:
Young males had long been considered the prime target for
gaming companies, but Umbria found a shifting demographic
in the blogosphere.
Solution:
In July of 2004, Umbria identified that 39% of online conversations
about electronic gaming were by females. Nine months later,
in March of 2005, Nielsen releases its quantitative research
findings on electronic gaming indicating that 39% of gamers
were female. This was further corroborated in an April 2006
study from the Consumer Electronics Association suggesting
the blogosphere was an early indicator of market trends
Outcome:
Gaming companies used this data to craft product strategies
targeting this lucrative segment of the market.
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