Latest data from YouGov’s Gaming and esports: The next generation white paper provides an analysis of the global video games and esports landscape across 24 markets. New data provides insights on the current e-sport and gaming landscape in Australia, including gaming behaviour, reasons to game, and how the pandemic has affected gamer life.
Seven in ten (72 per cent) Australians play some form of video or mobile games. Amongst those aged 18 to 34, this jumps to 88 per cent. Even amongst those over the age of 55, half (51 per cent) are gamers. A third (34 per cent) of gamers have been gaming for more than ten years.
In spite of the multitude of gaming platforms available on the market, the smartphone stands as the most popular device to game on, with seven in ten (70 per cent) gamers using to play games. This is followed by desktop/laptop computers (51 per cent), games consoles (38 per cent) and tablets (34 per cent). Tablets are particularly popular amongst those over the age of 55, with over two in ten (44 per cent) using tablets to game. Most gamers also prefer to play alone, with almost nine in ten (87 per cent) choosing to game by themselves.
While some gamers cite a sense of accomplishment (34 per cent) and social connection (15 per cent) as a reason for gaming, the top two reasons Australian gamers like to game is that it is a form of stress relief (57 per cent) and it kills time (49 per cent). Almost half (42 per cent) say they game as a distraction from everyday life.
Similar to how content has shifted to a subscription model in recent years, gaming subscription services are also gaining popularity. Subscription gaming services enable users to stream games online on various devices for a fee. Almost three in ten (28 per cent) gamers have a subscription to a gaming service, with PlayStation Now being the most popular (11 per cent) followed closely by Xbox Game Pass (10 per cent) and Nintendo Switch Online (9 per cent). The top two most subscribed gaming services are also the most well-known.
Australians are not only avid gamers, there is also a significant amount who are interested in e-sports. E-sports refers to competitive video gaming primarily in the form of organised events typically between professional / sponsored gamers or teams. Three in ten (29 per cent) Australian gamers have engaged in esports in the past twelve months.
Like with most facets in life, the pandemic has also affected gamer behaviour. Over two in five (44 per cent) are playing more video games. This is particularly true for Australian gamers aged 18 to 24, with seven in ten (69 per cent) saying they are playing more video games compared to last year.
YouGov global sector head of esports & gaming Nicole Pike commented: “YouGov is primed to play an important role in demystifying this industry for brands through data, which is why our first large-scale, global whitepaper on esports and gaming comes at the perfect time. Our breadth and depth of global tracking, profiling, and custom survey data is industry-leading, and I’m excited to showcase just how valuable the combination of daily performance tracking and nuanced analysis of the world’s gaming audience can be to stakeholders across the gaming ecosystem.
“This whitepaper offers a foundational understanding of gamers – which, given the number of countries, platforms, titles, streaming sites, and competitions at this audience’s fingertips is far from basic in today’s gaming landscape. Beyond our extensive industry expertise, we also explore key trends that will drive continued growth for gaming into 2021, all rooted in data from consumers around the world – the ultimate source of truth for understanding the next generation of gaming.”
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]