![]() Yet, despite the challenges of reduced free time, determination to make space for gaming remains strong: 94% of users game at least once per day, with 38% playing 3-4 times and 31% squeezing in five sessions. Moreover, the finding that only 15% continue to game for five hours per day suggests many users are now having to adjust gaming patterns around new post-pandemic routines, with most (38%) clocking in 1-2 hours of play. Mobile gaming has gone from being seen as a largely time-filling entertainment to a free time pursuit for the majority (63%) of UK consumers. In fact, 14 million gaming apps were downloaded in the first half of 2022 alone.Īcross the last 12 months, however, attitudes and habits have started to change. While eased restrictions and soaring cost-of-living pressures have driven consumers to cut back on bigger purchases - such as new consoles and subscriptions - mobile has maintained its popularity as an affordable and easy gaming option. ![]() Instead of trying to reconcile conflicting estimates, smart brands should therefore be focusing on adapting near-term strategies to meet real gamer habits and needs.Īs consumers settle into a new kind of normal, it’s become clear that broader gaming behaviors are here to stay. What has changed is how users engage with much-loved games. ![]() Appetites remain as strong as ever, with just under 70% of UK consumers continuing to play across smartphone and tablet devices. According to our latest research, player interest hasn’t eroded – it’s evolving. But arguably even more important are insights gathered from gamers themselves.
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