The recent report released by Tinuiti shed light on the stark differences in the motivations and preferences of gamers across various generations. The report’s findings are quite insightful, showcasing a stark contrast between Gen Z and baby boomers in their approach to gaming.
For better understanding:
- Baby Boomer: a person born between 1946 and 1964.
- Generation X: a person Born between 1965-1980
- Millennial: generation born from 1981 to 1996.
- Gen Z: a person born between 1996 and 2010.
Motivations
According to the report, 42% of gamers played games for relaxation and unwinding purposes.
Interestingly, a higher percentage of baby boomers, accounting for 51%, consider this as their main driving force in gaming, in contrast to only 31% of Gen Z gamers.
Contrarily, 34% of gamers prioritize gaming for entertainment purposes, with a notable gap between Gen Z and baby boomers at 35% and 32%, respectively.
This indicates that Gen Z gamers lean towards engaging in competitive gaming experiences that are less geared towards relaxation.
Moreover, while a minor percentage of both Gen Z and baby boomers are primarily motivated by the desire to win, Gen Z gamers appear more inclined towards gaming as a means of connecting with friends or expanding their social circles.
They gave a higher preference for gaming as a way to keep up with friends (12% vs. 3% for baby boomers) and to meet new people (8% vs. 3% for baby boomers).
Dominance of Mobile Gaming and Emerging Trends
Tinuiti’s report also highlighted the increasing dominance of mobile gaming, with a staggering 78% of gamers admitting to engaging in mobile gaming.
This trend is notably prominent among Gen Z and Gen X, with 80% of both categories favoring mobile gaming, closely followed by millennials (78%) and baby boomers (75%).
However, intriguingly, younger generations are less likely to designate mobile as their primary gaming platform, with a visible decline in preference.
In contrast, PC gaming has emerged as the preferred platform for 21% of gamers, predominantly among baby boomers (31%) and Gen Z (29%).
The Significance of Effective Marketing in Gaming
The report also underscores the diverse opportunities for monetization within the gaming industry, highlighting the impact of in-game purchases and marketing strategies on consumer behavior.
Remarkably, 69% of gamers have made in-game purchases, with a significant share primarily coming from console players, particularly those using the Nintendo Switch.
Furthermore, the data underlines the preference for brand-sponsored add-ons and gaming content over intrusive in-game advertisements.
Notably, 39% of respondents admitted to making a purchase based on products discovered through in-game marketing in the last year, emphasizing the effectiveness of well-integrated marketing initiatives.
Tinuiti underscores the potential of rewarded video ads as a valuable marketing tool that strikes a balance between player engagement and brand promotion.
For more information check out Tinuiti Reports, And remember to subscribe to Gaming Foodle for more news!
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