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Ipsos
The New Faces of Gaming
Key insights
6 takeaways- 01Reach of gaming among 35-44 year olds rose from 36% in Q3 2012 to 46% in Q3 2016 across the four surveyed European markets.See it on page 2
- 02Smartphone and tablet gaming among those aged 35 or over doubled from 8% to 16% between Q3 2012 and Q3 2016.See it on page 2
- 03The proportion of 6-64 year olds gaming on smartphones and tablets rose from 18% in Q3 2012 to 27% in Q3 2016.See it on page 2
- 04Amongst those playing on these devices, women's gaming time on smartphones and tablets rose from 3.0 to 4.6 hours per week between Q3 2012 and Q3 2016, which the document links to potentially higher spending.See it on page 3
- 05Between Q3 2012 and Q3 2016, the share of 18-24 year old men gaming on smartphones and tablets grew from 27% to 40%, while their console and PC gaming stayed stable between 2012 and 2016 at around 71%.See it on page 3
- 06The document states that smartphones and tablets are not replacing traditional gaming devices, and that increasing engagement is potentially the key battle for the games industry when it comes to younger people.See it on page 3
Summary
The document is a GameTrack survey conducted by Ipsos Connect and commissioned by ISFE, covering the European games market (UK, Germany, France and Spain) with data from Q3 2012 and Q3 2016. It examines how gaming has broadened beyond the traditional image of a young man playing on a console or computer. Between Q3 2012 and Q3 2016, reach among 35-44 year olds rose from 36% to 46%, and among 45-64 year olds from 21% to 27%. Smartphone and tablet gaming drove much of this growth: those aged 35 or over playing on these devices doubled from 8% in Q3 2012 to 16% in Q3 2016, and the proportion of 6-64 year olds gaming on them rose from 18% in Q3 2012 to 27% in Q3 2016. Amongst those playing on these devices, women's gaming time on smartphones and tablets increased from 3.0 hours per week in Q3 2012 to 4.6 hours per week in Q3 2016. Between Q3 2012 and Q3 2016, among 18-24 year old men, the share gaming on smart devices grew from 27% to 40%, while their console and PC usage remained stable between 2012 and 2016 at around 71%. The document describes a growing appetite for gaming across age and gender groups, and notes that smart devices are not replacing traditional platforms.
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