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Gaming in the new media world

Since the advent of the internet, media habits have been in a state of flux, changing the way we discover, acquire and consume content. Today's cloud based services enable us to stream and download whatever we want, anytime, anywhere. [1]

Video gaming less important than music and video

In our study, 8 out of 10 consumers surveyed watch TV and video atleast daily, while 5 out of 10 play video games with the same frequency. However, music reaches the highest level of use, with only 4 percent stating that they never listen to any music. 


We also found 55 percent of respondents perceive music as very important, while only 23 percent see video gaming as important. 

Given that the total share of gamers is significantly smaller than that of music listeners, the overall lower importance makes sense. When comparing the level of importance among users of each media type, music still comes out on top, with 57 percent of listeners saying it is very important, compared to only 39 percent of gamers saying the same for gaming.

Figure 2: Frequency of usage and importance of each media type (a) and percent that think each media type is very important (b)

Figure 2: Frequency of usage and importance of each media type (a) and percent that think each media type is very important (b)

Have mobile phones killed the importance of gaming? 

The way people consume media differs a lot based on age and life stage. This is more so for video gaming than other media. Gaming is bigger than ever, driven by the growth of mobile gaming, and now makes up 26 percent of all media consumption hours.

However, teenagers don't think games are as important, but play anyway. To them, games are now so ubiquitous in their mobile phones that they think of them more as a way to kill time than something of personal importance. Those who have entered the "married with kids" life stage who feel gaming has the highest importance. 

However, it is unlikely that this demographic profile will remain over time, as these gamers are likely to continue to have a higher interest in gaming even as they grow older. This in turn means that the video game profile may eventually resemble the TV and video watching profile.

Figure 3: Percent that think each media type is very important, by age group

Figure 3: Percent that think each media type is very important, by age group

[1] - Our 2013 gaming report concluded that it was highly likely that the gaming industry would undergo an evolution similar to other media. Today, we clearly see that much of what was anticipated has indeed come to fruition.