Leisure decisions have by no means been extra ample, and gaming has emerged as one of many greatest winners within the battle for audiences’ consideration. Whereas gaming’s exponential progress has been effectively documented — there are presently practically 3 billion avid gamers worldwide spanning a various set of demographics, pursuits and preferences — what hasn’t been a part of the dialog is the way it impacts and influences audiences’ media consumption habits extra broadly.
Gaming as a type of leisure doesn’t exist in a vacuum. Understanding how audiences interact with gaming supplies a snapshot into broader content material consumption tendencies, together with how gaming is consumed in tandem with different types of leisure. The evolution of the gaming expertise, thanks partly to extra inclusive and accessible design methodologies, has helped propel the affect of gaming on total leisure habits. Gaming is extra accessible than ever, with customers enjoying extra usually throughout extra platforms and units all through the day.
Gaming as leisure consumption goes previous prime time
The rising ubiquity of gaming was evident in analysis carried out by Activision Blizzard Media, which surveyed greater than 2,000 U.S. adults to grasp their leisure consumption habits higher. The study discovered that gaming is an everyday a part of the weekly weight loss plan for two-thirds of respondents, with 84% of these aged 18-34 years participating with gaming not less than weekly. Removed from its earlier notion as a “area of interest” pastime, the bulk get pleasure from gaming at this time frequently. Amongst these surveyed, gaming was one of many leisure actions most engaged with, forward of stay TV, streaming TV and streaming video.
Audiences are consuming content material, particularly gaming, all through the day throughout a number of units, with the second display more and more appearing as a focus for consideration. With elevated gaming frequency and engagement comes a shift in how conventional media is consumed. Gaming is on the viewers’s fingertips with cell units, resulting in a big transfer away from leisure as one thing consumed solely throughout prime time hours within the night towards one thing audiences can interact with at completely different touchpoints all through the day. Gaming is an integral a part of audiences’ on a regular basis lives, and the concept of prime time is more and more turning into a factor of the previous.
This pattern is much more pronounced in youthful generations. Though all ages get pleasure from gaming, these aged 18-34 years present essentially the most substantial interplay with gaming at completely different touchpoints all through the day. Figuring out the leisure consumption behaviors of youthful generations supplies an necessary glimpse into the way forward for media adoption and the evolution of leisure habits.
A few of these shifts in media consumption behaviors are additionally evident in shoppers aged 35-54. Many on this group have grown up with gaming, just like their youthful counterparts. They present constant engagement with gaming all through their lives, particularly compared to conventional media equivalent to TV.
For avid gamers, the sport is the number-one second-screen exercise
Modifications in media consumption prolong past the time of day that leisure is consumed. With extra decisions, audiences more and more interact with a number of types of leisure concurrently and swap between these experiences with regularity. The concept of second-screening shouldn’t be new — 85% of respondents surveyed by Activision Blizzard Media revealed to be watching TV with one other machine in hand — however what stands out is what audiences are consuming on that second display. As an alternative of scrolling by way of social media or looking the web, persons are utilizing their second display to sport.
The analysis exhibits that gaming is the primary second-screen exercise amongst avid gamers, with greater than half of this group utilizing a cell machine to play video games whereas watching TV. That is partly as a consequence of gaming’s emergence on cell, enabling a seamless second-screen expertise that was beforehand more durable to realize with PC and console gaming. As soon as considered a deeper manner into conventional leisure, the second display could typically draw extra consideration than the primary, turning into the first focus.
Learn how to apply gamer insights
Viewing gaming purely by way of the framework of its exponential progress dangers lacking the total affect that gaming has on audiences. Whereas gaming is more and more demanding consideration from manufacturers, entrepreneurs and advertisers who’re starting to grasp its potential as a media platform, there’s nonetheless a solution to go in absolutely realizing the position that gaming performs in shoppers’ lives. Understanding how audiences work together and have interaction with gaming, particularly in relation to conventional leisure platforms, supplies entrepreneurs with higher insights into present and future media consumption tendencies.
These conduct shifts, equivalent to transferring away from prime-time viewing conduct and fragmented consideration, will not be distinctive to avid gamers. Recognizing gaming’s affect is the essential subsequent step for manufacturers to grasp the evolution of leisure consumption higher and attain audiences the place their focus is.
Sponsored by: Activision Blizzard