This is an interesting study that BBC commissioned from a couple of market research companies (something that you should take into account while looking at its focus and approach), and is packed with interesting glimpses into the role of games in different people’s lives. If only someone would fund academic games research with similar scope!
BBC (2005) ‘Gamers in the UK: Digital Play, Digital Lifestyles’. Commissioned by BBC Creative Research and Development, authored by Rhianna Pratchett. Online: http://crystaltips.typepad.com/wonderland/files/bbc_uk_games_research_2005.pdf
An Introduction to Game Studies 