Nielsen studied the behavior of millennial gamers in the United States
Exactly how American gamers aged 22 to 38 consume gaming content, the Nielsen research company said in its latest report. Among the important figures are their monthly spending on games.
Definitions
The study, called Millennials on millennials: gaming video consumption, was published yesterday, June 6. It is dedicated to millennials playing, but also covers other generations. Let ‘s briefly describe them all:
- Generation X is a broad age cohort that covers everyone who was born from the early 60s to the early 80s of the last century.
- Millennials are also generation Y. Usually it includes people who were born in the period from the early 80s to the mid-90s. In the Nielsen study, everything is complicated. The press release indicates a fork of 25-34 years, in the study itself 22-38 years.
- Generation Z — it is believed that these are those who were born after 1996. But some refer to it only those who were born from the beginning of the noughties.
Millennial Gamers as a demographic group
Apart from age, millennial players have little in common. Among them, men and women are represented in almost equal proportions. 54% of them have a permanent job, 46% have children.
There are also many people with higher education among millennials playing — 46%. The majority of gamers in this age category — 76% — pay for a TV streaming service. The average family income of millennials playing is $58 thousand (this is lower than the US average).
In general, millennials playing are 40% of the entire US gaming audience.
Mobile is the most popular platform among millennials
Smartphones and tablets for millennials, as well as for other age groups, are the most popular gaming devices. Specifically, generation Y is the fault of women. 54% of mobile millennial gamers belong to this gender (among all millennial gamers, 48% of them).
The results of the answers to the question “Which device did you play on last month?”Most millennials play multiplayer games
In the questionnaire to the question “What types of games do you usually play”, 70% of millennial players answered that they play multiplayer. The proportion of gamers who prefer such games among generation Z is even higher, but among generation X there are relatively few of them — only 43%.
Results of answers to the question “What types of games do you usually play?”Millennials Spend More on Games than Any Other Age Group
On average, millennials spend $112 a month on games. This is $20 more than representatives of the younger generation spend, and $53 more than representatives of generation Y.
For all age groups, the largest item of gaming expenses is the physical versions of the game. Although millennials spend comparable money on digital versions of games.
The results of the answers to the question “How much do you usually spend on types of game content per month”Most gamers watch videos about games (GVC)
Three out of four millennial gamers (71%) they also spend their time watching game videos. The older generation is less active in this (43%), but generation Z devotes even more attention to this than millennials (77%).
The results of the answers to the question “Which type of game content have you watched in the last 12 months”Millennials who play spend six hours a week on video games
Despite the fact that, in general, the behavior in relation to gaming videos is similar for all age groups (on average, 40% of each group watch similar videos 2-6 times a week, and a single session does not reach an hour), if you put all the data together, millennials spend two weeks watching gaming videos at the end of the week more time than generation Y.
The results of the answers to the questions “How often have you watched video game content in the last month?” and “On average, how long does your usual video viewing session on games last”
But they are also more active in terms of donations.
Millennials on average can give their favorite streamer about $28.73 per month. At the same time, those younger gamers pay more for a subscription to the channel than for donations.
Methodology
The data was obtained from a survey of 1,000 American gamers over the age of 13. The survey was conducted in February 2019.
Also on the topic:
- International analytical corporation Nielsen bought SuperData
- Nielsen: more than half of console players in the US prefer physical copies of games
