Blog: brand activation

Imagine you’ve got three behaviourally defined consumer segments: PC Gamers Console Gamers Live concert goers Which group is most likely to attend an e-sports event? Intuitively, it has to be Gamers, right? …WRONG! Data from the Q1 MIDiA Research survey across the US, UK, Canada, Australia, Germany, Sweden, France, Netherlands, Japan, Mexico, Brazil and India (n=12,000) states that 5% of gamers attend e-sports events, compared to a 3% all-consumer average.