The CESA white paper reports on an annual Japanese survey of the general population and games.
CESA categorised their total population sample into four consumer categories: active, dormant, prospective and disinterested. Disinterested customers were those who had never played and did not want to, or had played and had no intention of playing again.
In the last survey I have (1999) disinterested customers constituted the largest proportion of those surveyed at 35.8 percent. Dormant customers were players who were waiting for games to be made which would make them want to play again. These constituted 28.1 percent. Only 27.8 percent were described as active players, down from almost 40 percent.
Might be worth considering..