UK Gamer Profile Digital Entertainment Natives
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The 20,000 Foot View: Mobile and PC gamer penetration declined slightly in the UK between 2016 and 2017. Meanwhile, console ownership did not grow either, attesting that the market is constrained by the impending peak in the attention economy. It is becoming harder to compete for attention and engagement, precisely at the wrong time. Growth in the UK gaming market will depend less on unit sales and increasingly rely upon improved engagement and average revenue per user (ARPU), which inherently means competing with other media formats. Whether you are a gaming platform, mobile network, TV station or a music service, gaming is one of the key media behaviours of your users. Rather than being a zero-sum game of competition for attention, gaming can be linked with other media to foster consumers’ loyalty to digital ecosystems.
Key Findings
- Gamer penetration the UK declined from 2016, 2017, for mobile gamers, and for PC gamers
- UK Console remained flat, from in 2016 2017
- Flat penetration gaming means that growth will from improved ARPU, which requires engagement
- UK PC skew male, while UK mobile skew female. Console ownership bridges gap with near equal gender of UK PC gamers are aged while younger consumers are adopting mobile gaming and consoles significantly more than pc gaming
- UK gamers’ TV genres are kids content, and sci-fi
- At weekly usage has become a mainstream for console owners, and is mainstream among mobile gamers
- Netflix is largest premium video provider for households among console owners: of console owners had a Netflix in their households
- Gamers mobile console owners) are more likely have a pay-TV subscription in household than average consumers
- Gamers mobile console owners) are likely to cords faster than average consumer
- UK gamers gamers, console owners) are more to listen to music on phones than on home speakers gamers and console owners)
Companies and brands mentioned in this report: Amazon, Amazon Echo, Amazon Prime Music, Amazon Prime Video, Apple, Apple Music, BT TV, Deezer, Epic Games, Fortnite, Now TV, Sky, Soundcloud, Spotify, Talk Talk TV, Twitch, Virgin TV, YouTube