Phoenix Marketing: Game Mag/Web Site Readers Like Games

Following up on this survey of IGN IGN readers comes a press release announcing Phoenix Marketing's latest study of how advertising influences game buyers. Among the interesting findings:

• ... "word of mouth" is the primary source for information about new games and gaming news. Secondary sources for advertising include television, web sites, and retail establishments. - Gaming magazines don't even rank in the top four? Ouch! Either Phoenix didn't ask about them, (unlikely, given the other findings) or game magazines really are in trouble.
• Print publications and gaming web sites were most often cited by specialty store consumers (i.e., GameStop, EB Games, etc.) as sources for advertising as opposed to consumers of other retail establishments such as Wal-Mart and Target - No mention of whether the specialty store buyers were influenced by those stores' official magazines, but it's more than likely. Also, this shows that Wal-Mart shoppers are more likely to be uninformed morons... when it comes to games, I mean.
• PS2 owners were less likely than either Game Cube or Xbox owners to cite gaming web sites and/or gaming publications as sources for advertising, leading Pluchino to believe that PS2 owners are more of a 'casual gamer.' - The assumption required for this conclusion to work is that people who read web sites and game magazines are not casual gamers. Which is probably true, but does it have to be? I'm a casual music listener but I'm still influenced by Rolling Stone. (Also, (pet peeve alert) GameCube is ONE WORD!(/petpeeve))