Image by DALL·E Pic: Midjourney
Editors' Note: Many Fast News images are stylised illustrations generated by Dall-E. Photorealism is not intended. View as early and evolving AI art!
Gaming's grip is strong,
Influence seen in purchase,
Ads in play, belong.
One in three Australians identify as medium or heavy gamers, reveals YouGov
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.
