This report looks closely at video gaming and how augmented reality gaming (AR) could enable the next level of immersive AR gaming. Consumer media habits are constantly evolving. New devices and services enable consumers to rapidly shift their expectations and behaviours. The way entertainment is accessed, consumed and purchased has changed dramatically in a short period. The study is representative of more than 670 million people. All use internet or online applications at least weekly. Almost all are in fact daily internet users.