Attribute analysis of new users in a new market is conducted to empirically clarify the impact (path dependency) that the existence of (or lack of) an established market has on a new product market. The online game industry was selected as the new market, and user surveys were conducted among players of the game in Japan and Korea to make an international comparison of user attributes. This industry was selected because there are national differences in the degree of online game popularity between Japan, which has an established video game market, and Korea, which has no existing market. User surveys illustrated that the prior existence of a video game market made a difference in user attributes between Japanese and Korean enthusiasts. It was also demonstrated that video game enthusiasts in Japan were not a homogenous group, but a collection of multiple user groups with different aims regarding new online games. Thus, the need for innovation studies based on the initial assumption of multiple heterogeneous user groups is proposed.