Founder of market research consultancy, Alter Agents; believer that powerful insights can change businesses.
The numbers in gaming are staggering: a global audience of nearly 3 billion and an industry worth more than $200 billion by the end of 2023. But contrary to popular opinion, gaming is not purely dominated by young males. According to new research we conducted with interactive entertainment company Activision Blizzard Media, “gamer moms” make up a significant proportion of this population. An influential segment to begin with, how are these moms who game affecting important metrics like technology adoption, social influence, shopping, entertainment consumption and more? More importantly, how can brands tap into their purchasing power?
While some research has been done on male gamers, the latest numbers show that many women are also part of this group, although they may not formally consider themselves as “gamers.” The truth is that the majority do play games of some kind, yet very few studies have focused on them. With women continuing to hold 70%-80% of their families’ purchasing decisions, it’s vital that we understand the nuances of this growing segment of moms. That’s why we dove into this audience with a new study that included responses from more than 7,200 moms between the ages of 25 and 54 from the U.S., UK, France and Germany. We wanted to find out more.
We asked several questions during the project, including diving into topics such as: Who are gamer moms? What games do they play? What drives them to play? What do they do when not gaming? What roles do they play in their families and networks? How does their profile differ from non-gamer moms? Our priority was uncovering whether brands are providing sufficient opportunities to fully engage this audience, as well as identifying what white space exists in which mom gamers could be better served. We found out some interesting insights.
First, let’s define women gamers. In the full report, we describe the population like this: “Gamer moms represent the full spectrum of gamers, playing games on PC and console, in addition to mobile.” We found that two-thirds of our surveyed moms, in all four markets, indicated some level of engagement with video games, and this number is growing quickly. Habits of these women who game differ somewhat from their nongaming counterparts when it comes to shopping and entertainment habits, how they spend their disposable income and overall purchasing power.
Some key findings that brands and marketers should keep in mind when it comes to this audience include:
• Gamer moms are highly engaged and consume a large amount of content and entertainment. This means brands have unique opportunities to directly connect with them along their path to purchase, which is generally digital in nature.
• The majority of moms play video games to relax when they have free time or want to “boost their mood.” Understanding that these attitudes are in play while they are online can help to shape messaging and outreach strategies.
• This population is nearly 20% more likely than their non-gaming mom counterparts to be heavy social media users. In addition, this group enjoys shopping, seeking new products and trying new things. The report also indicates that gamer moms are apt to provide recommendations on products and services so they can become key influencers in decision making for their groups online.
All of our insights point to a group of people who “are primed for brands.” In short, gamer moms are — like most moms — key decision-makers when it comes to family purchases. Brands should be aware of the value of this highly engaged and vocal audience and find ways to access and influence the gamer mom consumer.
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Author: Rebecca Brooks, Forbes Councils Member