March 29th, 2023, YouGov
Where does gaming fit in a changed post-pandemic global media and entertainment landscape?
And what’s driving consumer engagement in the gaming industry around the world?
In YouGov’s latest report, Reaching Gamers – everywhere, we explore the profile and behaviors of global gamers, and what’s keeping this audience playing.
Our insights combine syndicated YouGov data with deep-dive custom research covering 18 international markets.
Report highlights reveal:
- 1 in 3 consumers worldwide (31%) engage in playing video games on a weekly basis
- Smartphones are the top device used for gaming among weekly gamers (64%) and those who game most often in a week (63%)
- Women are far more likely to game on mobile devices than men (71% vs. 59%)
- Whilst 45% of all global adults prefer a meaningful connection with brands, this is true of 50% among those who game more than an hour a week
- 54% of global gamers agree it’s fair to watch ads in exchange for free content, up on 49% of the global population