An overview of video gaming in Australia
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
An overview of video gaming in Australia Andreea Chirila Associate Director at Kantar Media & Digital May 2021
Research Methodology
TGI Global Quick View = an audience profiling tool that enables
brands, agencies and media owners alike to complement the
targeting of consumers across multiple markets with in-depth
localised targeting and planning
TGI Global Quick View comprises consumer data that covers
three key areas:
Online personality traits, e.g. including e-commerce user types,
social media user types
Online media preferences, e.g. video and audio streaming
habits, social platform habits
Online brand and purchase preferences, including multiple key
global brands, purchase categories and preference reasons
Period: March-May 2021
Location: across 25 countries (incl Asia Pacific, Asia, Europe,
America)
Sample: internet using adults; Total sample Au National:
n=2,251
2
While more than half of our Australian sample stated they play games, there is
headroom to grow the gaming industry further in Australia when compared to
other markets
% adults who play video games – Global Top and Bottom Markets
100%
90% 87%
81% 79% 78%
80%
70%
% internet users
60%
52% 51% 50%
50% 47% 46%
40%
30%
20%
10%
0%
Indonesia Taiwan India China Australia Sweden Japan Netherlands Belgium
TOP MARKETS BOTTOM MARKETS
Source: TGI Global Quick View consumer data collected between March and May 2021; Sample: internet using adults across 25 markets: 3
Total Sample Au: n= 2,251
Who is the typical
Australian
gamer?
Time to forget the outdated gamer stereotypes
For some, still today the stereotypical go-to image of the Gaming by age
100%
hardcore gamer is a moody teenager in a darkened room
90%
playing on their game console all hours of the day. In actual
fact, when it comes to most used gaming devices today it is 80%
the smartphones that lead the way by some distance, 60% 70%
% gamers
of gamers in Australia used their smartphone for gaming, this 60%
is followed by games console (45%), desktop/laptop computer 50%
(41%), tablet computer (20%) and handheld consoles (10%) 40%
26% 29%
30% 22%
Device preference 20% 16%
80% 8%
69% 10%
70%
60%
60% 0%
48% 16 - 24 25 - 34 35 - 44 45 - 54 55 - 65
% gamers
50% 45%
41% 39%
40%
30% 23% Whilst there is a bias towards men, it is not huge, with
20%
20% 12% 10% 41% of all gamers women. Similarly, TGI Global Quick
10% View data reveals relatively little variation in gaming by
0% age. Those aged 16-24 represent about a quarter of all
Smartphone Desktop/Laptop Games console Tablet Handheld
console gamers, with those aged 25-44 representing the highest
Global average Australia share of gamers
Source: TGI Global Quick View consumer data collected between March and May 2021; Sample: internet using adults across 25 markets; 5
Australian Gamers sample: n=1,064
Australian gamers also generally heavily engage in a variety of other online
activities; in particular, they are 34% more likely than the average Australian to
rent or buy movies/shows and to use the voice-activated personal assistant as
a search function
Gamers’ affinity towards different online activities
160
140 129 126 129 128 134 133
125 127 123 126 124
121 117 116
Gamers Affinity index
120
100
80
60
40
20
0
Gambling (betting, poker, Online dating Watch TV shows/movies Search using voice Professional networking Listening to music Watch TV shows from an
casino games) rent or bought one-time activated personal (LinkedIn) streaming services online subscription
(iTunes, Amazon, Apple assistant (Spotify) (Netflix, Amazon Prime)
TV)
ACTIVE PASSIVE
Index Global Avg Index AU
Source: TGI Global Quick View consumer data collected between March and May 2021; Sample: internet using adults across 25 markets; 6
Australian Gamers sample: n=1,064
Australia is in line with the rest of the world in terms of heavy gamers
%Heavy gamers
% share of gamers 40%
35%
10%
20% 30%
% heavy gamers
13% 25%
20% 18%
15% 15%
15% 14%
17%
10% 10%
10%
5%
24%
0%
More than 5 hours/day 3-5 hours/day Australia Average Global Taiwan USA Indonesia
2-3 hours/day 1-2 hours/day
between 30 mins-1h/day Less than 30 mins/day
Source: TGI Global Quick View consumer data collected between March and May 2021; Sample: internet using adults across 25 markets 7
Australian Gamers sample: n=1,064
The coronavirus pandemic has changed gaming behaviour in Australia in a
short space of time, despite limited restrictions compared to the rest of the
world
Gaming behavioural changes
60%
49%
50%
39%
40%
35%
Question: Due to the Coronavirus pandemic, have you
% gamers
30% already changed, or do you think you will change any
of the following habits?
21%
20%
9% 10%
10% 8%
4%
0%
Australia Spain Sweden Global average
Already changed Expect that this new behaviour will change in the future
Source: TGI Global Quick View consumer data collected between March and May 2021; Sample: internet using adults across 25 markets 8
Australian Gamers sample: n=1,064
PlayStation remains the Australian favourite
network; some catch-up can be done in terms
of better using mobile gaming network
Networks logged into when playing games
30%
27%
25%
%gamers who log into network
25% 24%
20% 18%19%
17% 17%
15%
15% 14%
12% 11%
10%
5%
1%
0%
PlayStation Steam XBOX Live Mobile Nintendo Other Online
Network Gaming Network Gaming
Network (e.g. Network
Google Play
Service)
Global Average Australia
Source: TGI Global Quick View consumer data collected between March and May 2021; Sample: internet using adults across 25 markets 9
Australian Gamers sample: n=1,064
Top 5 games played in AU?
40%
Top games in Australia
35%
30%
25%
21%
20%
19%
17% 17% 16%
15%
11%
10%
5%
0%
Call Of Duty Candy Crush FIFA Mario Kart Minecraft Others
The results are broadly in line with what is seen globally although they can vary
significantly by country in some cases; In the US, Grand Theft Auto is in the top three
most played games, with FIFA pushed a fair way down the list (reflecting lower interest
in soccer in the US).
Whilst in Taiwan – one of the most gaming obsessed nations – League of Legends and
PlayerUnknown’s Battlegrounds join Candy Crush in the top three most played games.
Source: TGI Global Quick View consumer data collected between March and May 2021; Sample: internet using adults across 25 markets 10
Australian Gamers sample: n=1,064Video Gaming in Australia Key Take-Outs
While the gaming industry in Australia is a popular choice of activity, there is some headroom to
grow further in the industry
We need to forget about the classic stereotypical gamer; our Target Audience today
encompasses both men and women of all ages
The best environments where you can target your gamers are other platforms dedicated to
online activities (renting/buying movies/shows online, online dating and gambling amongst the
activities that our typical gamer is more likely to engage with)
The coronavirus pandemic has changed gaming behaviour in Australia in a short space of time,
despite limited restrictions compared to the rest of the world and that behaviour change is
unlikely to change in the future, a strong indicator of an uptake in the gaming industry in the
near future
11Thank you!
12You can also read
