New data from YouGov Profiles has revealed one in three Australians identify as medium or heavy gamers.

The data shows 29% of Australians classify their gaming intensity as 'medium', while 4% identify as heavy gamers. The largest share of these mid-core to hardcore gamers falls within the 25-34 (28%) and 35-44 (27%) age groups. Men make up 65% of this group, while women account for just over one in three (35%) mid to hardcore gamers in Australia.

The most popular genre for prolific gamers is action and adventure games, with nearly half of habitual gamers (47%) playing in this genre.

Interestingly, 44% of mid to heavy gamers take note of the sponsors of the events they watch, compared to 32% of the general population. Similarly, 43% of these gamers pay attention to ads at events, compared to 28% of the general population.

Mid to hardcore gamers are more likely than the general Australian population to say they often notice ads on the internet (56% vs. 49%). They are also more likely to use an ad blocker when online (54% vs. 38% of the general population).

When it comes to influence on purchasing decisions, 45% of mid-core/hardcore gamers say that receiving emails from brands or companies can influence their purchasing decisions, compared to 34% of the general population.

Gamers are also more likely to engage with ads on social media than on regular websites, compared to 28% of the general population. Furthermore, 29% of gamers have been influenced by offers on social media channels to make a purchase, compared to 21% of all Australian adults.

Branded emails also have a higher influence on gamers, with 26% influenced to make a purchase compared to 23% of the general population. In terms of TV commercials, 21% of gamers are influenced by a brand’s TV commercial to make a purchase, compared to 13% of the general population. In terms of social, 29% have been influenced by offers on Facebook, Twitter and co, versus 21% of all Aussie adults.

The YouGov Profiles data is based on continuously collected data and rolling surveys, and is nationally representative and weighted by age, gender, education, region, and race.