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Back to the Always On Consumer

Meet the Gamer:

1) Cross-platform devices and activities
2) Online vs. traditional content consumption habits
3) Mobile
4) Shopping
5) Leisure
6) Media and advertising
7) What makes The Gamer unique?
8) Demographic profile

1) Cross-platform devices and activities
As the name suggests, the behaviour that makes this group of consumers stand out is their penchant for gaming. This group is more likely than average to play games on 7 out of 8 game-enabled devices, including mobile phones, digital tablets, MP3 players and even work computers.

No longer restricted to games consoles, the rise of the tablet and smartphone has significantly increased the Gamer’s opportunity to game. In fact, Gamers are 89 per cent more likely than average to say that they play games on their work computer at least once a week, 68 per cent more likely to game via their mobile and 50 per cent more likely to game via a games console.

2) Online vs. traditional content consumption habits
When it comes to media, digital really is king. With the exception of e-readers, they’re more likely than the average consumer to use every other digital device. Gamers are 18 per cent more likely to use a computer at work, 24 per cent more likely to use a digital tablet, 44 per cent more likely to use a gaming console, 12 per cent more likely to use a mobile phone and 26 per cent more likely to use a portable MP3 player.
However, compared to other Always On consumer types identified, gamers have lower levels of connectivity across all devices apart from mobile.

Meanwhile, traditional media use among this segment is below average across the board. Specifically, they’re 2 per cent less likely to watch TV and listen to the radio, 7 per cent less likely to read a newspaper and 9 per cent less likely to read magazines – the lowest of all the types. 

Gamers more likely than average consumers to game on 7 out of 8 game-enabled devices

3) Mobile
For Gamers, mobile phones actually outperform even television when it comes to reach. In any given week, 99 per cent of Gamers use a mobile phone versus 93 per cent who watch TV. This type is more likely than average to engage in every measured mobile activity ranging from listening to music to social networking, to playing games (naturally), to watching video online. As with the other Always On consumer types, Gamers likely index so low on traditional media consumption because they are accessing content via their phone and other digital sources. Gamers are 34 per cent more likely than the average consumer to say they read newspapers, magazines and e-books on their phone.

4) Shopping
Interestingly, Gamers are much more open to advertising across multiple channels and are 48 per cent less likely to opt out of advertising. Gamers appear to be converts of mobile advertising and are 68 per cent more likely to opt-in for adverts to be served to them on their mobile devices.

In addition, they are 49 per cent more likely to purchase products advertised to them on social networks. 

Celebrities carry high levels of influence among Gamers, who are 60 per cent more likely to buy a product because a celebrity uses it. Likewise, Gamers often strive for status and say that they like to be on the cutting edge of trends – be that fashion, cars, diets or technology. 

5) Leisure
When they’re not playing games, this type likes to play team sports ranging from baseball to football to basketball.
Gamers also enjoy snowboarding, inline skating and skateboarding and they’re twice as likely to take part in these pursuits compared to the general population.

Gamers are also avid movie goers. Almost a third of gamers go to the cinema three or more times a month – 55 per cent more likely than the average consumer. Horror movies are by far the most popular with Gamers – 20 per cent said this genre was the last type of movie they saw.

6) Media and advertising
Gamers are not traditional consumers of media – the majority of media activity takes place online and focuses around social networks and specialist interest sites. MySpace is popular within this category, with Gamers two and a half times more likely to visit the site. Flickr and Twitter are also go-to social networks, with Gamers 119 per cent and 72 per cent respectively more likely to visit.

TV consumption is low, but when Gamers do view content on this platform they are more likely to view music channels and animated sitcoms.

When it comes to advertising Gamers are 29 per cent less likely to say that advertising helps them learn about a company’s products. This isn’t symptomatic of their opinions on advertising however – Gamers are the least likely of all four consumer types to see advertising as annoying or a waste of time but when it comes to purchases, peer recommendation is much more important with 13 per cent likely to purchase products recommended by friends on social networks.

Although they are 90 per cent more likely to purchase a product advertised on their mobile than average, generally Gamers are less interested in receiving advertising content to their mobile devices than all other Always On types with the exception of the Working Professional. Only 9.7 per cent of Gamers would opt into receiving ads on their mobile phones, a percentage that rises to 21 per cent if an incentive is attached.

7) What makes The Gamer unique?
When it comes to shopping, Gamers are all about shoes. In fact, they are more likely than average to shop at a range of shoe stores ranging from casual or athletic shoes to designer shoes for more formal occasions.

8) Demographic profile
The Gamer is most likely to be a young, single male aged between 18-24. They are often enrolled in college or university and live in an apartment or flat with roommates. This segment of consumers is likely to be culturally and racially diverse. 

Gamers would typically be found in the Mosaic Digital Insights group Techno Geeks. Those in this group spend vast amounts of time online, browsing the internet or spending hours programming, gaming and blogging.

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