Entertainment choices haven’t been more abundant, and gaming has emerged among the biggest winners in the battle for audiences attention. While gamings exponential growth has been well documented you can find currently nearly 3 billion gamers worldwide spanning a diverse group of demographics, interests and preferences what hasnt been section of the conversation is how it impacts and influences audiences media consumption habits more broadly.
Gaming as a kind of entertainment doesnt exist in vacuum pressure. Focusing on how audiences build relationships gaming offers a snapshot into broader content consumption trends, including how gaming is consumed in tandem with other styles of entertainment. The evolution of the gaming experience, thanks partly to more inclusive and accessible design methodologies, has helped propel the influence of gaming on overall entertainment habits. Gaming is more accessible than ever before, with users playing more regularly across more platforms and devices during the day.
Gaming as entertainment consumption goes past prime time
The increasing ubiquity of gaming was evident in research conducted by Activision Blizzard Media, which surveyed a lot more than 2,000 U.S. adults to comprehend their entertainment consumption habits better. The analysis discovered that gaming is really a regular area of the weekly diet for two-thirds of respondents, with 84% of these aged 18-34 years engaging with gaming at the very least weekly. Definately not its previous perception as a distinct segment pastime, almost all enjoy gaming today regularly. Amongst those surveyed, gaming was among the entertainment activities most engaged with, before live TV, streaming TV and streaming video.
Audiences are consuming content, especially gaming, during the day across multiple devices, with the next screen increasingly acting as a center point for attention. With an increase of gaming frequency and engagement comes a shift in how traditional media is consumed. Gaming reaches the audiences fingertips with cellular devices, leading to a substantial move from entertainment as something consumed only during prime time hours at night toward something audiences can build relationships at different touchpoints during the day. Gaming can be an integral section of audiences everyday lives, and the thought of prime time is becoming increasingly something of days gone by.
This trend is a lot more pronounced in younger generations. Although all ages enjoy gaming, those aged 18-34 years show probably the most substantial interaction with gaming at different touchpoints during the day. Identifying the entertainment consumption behaviors of younger generations has an important glimpse in to the future of media adoption and the evolution of entertainment habits.
A few of these shifts in media consumption behaviors may also be evident in consumers aged 35-54. Many in this group have become up with gaming, much like their younger counterparts. They show consistent engagement with gaming throughout their lives, especially compared to traditional media such as for example TV.
For gamers, the overall game may be the number-one second-screen activity
Changes in media consumption extend beyond enough time of day that entertainment is consumed. With an increase of choices, audiences increasingly build relationships multiple types of entertainment simultaneously and switch between these experiences with regularity. The thought of second-screening isn’t new 85% of respondents surveyed by Activision Blizzard Media revealed to be watching television with another device at hand but what sticks out is what audiences are consuming on that second screen. Rather than scrolling through social media marketing or browsing the web, people are utilizing their second screen to game.
The study implies that gaming may be the number 1 second-screen activity among gamers, with an increase of than 1 / 2 of this group utilizing a mobile device to play games while you’re watching TV. That is partly because of gamings emergence on mobile, enabling a seamless second-screen experience that has been previously harder to attain with PC and console gaming. Once regarded as a deeper way into traditional entertainment, the next screen may sometimes draw more attention compared to the first, becoming the principal focus.
How exactly to apply gamer insights
Viewing gaming purely through the framework of its exponential growth risks missing the entire influence that gaming is wearing audiences. While gaming is increasingly demanding attention from brands, marketers and advertisers that are starting to understand its potential as a media platform, there’s still a method to go in fully realizing the role that gaming plays in consumers lives. Focusing on how audiences interact and build relationships gaming, especially with regards to traditional entertainment platforms, provides marketers with better insights into current and future media consumption trends.
These behavior shifts, such as for example leaving prime-time viewing behavior and fragmented attention, aren’t unique to gamers. Recognizing gamings influence may be the crucial next thing for brands to comprehend the evolution of entertainment consumption better and reach audiences where their focus is.
Sponsored by: Activision Blizzard