A recent survey conducted by ZBD has brought to light fascinating details about the gaming habits and preferences of Generation Z in the United States.
The study, which involved 2,000 Gen Z gamers, offers a comprehensive look at how this demographic engages with virtual environments, their attitudes towards gaming, and the evolving trends within this space.
Key Findings on Gaming Duration and Preferences
Substantial Time Invested in Gaming
The study found that a significant 65% of Gen Z gamers dedicate more than three hours daily to playing video games. This statistic underscores the central role that gaming plays in their daily routines and entertainment choices.
Preference for Casual Mobile Games
Contrary to the popular image of Gen Z as fans of hardcore gaming, a majority (57%) actually prefer casual mobile games. This preference indicates a shift towards games that offer quick and accessible fun, aligning with their fast-paced and mobile-first lifestyles.
Attitudes Toward Online Gaming Communities
While 72% of the respondents feel that online platforms allow them to express themselves authentically, there remains a concern about toxicity, with 34% of the gamers finding the online gaming environment overly hostile.
Monetization and Advertising in Gaming
The study reveals a split in attitudes towards advertising within games: 43% of Gen Z gamers feel that ads disrupt their gaming experience, yet half of the surveyed gamers are accepting of ads in free games.
Notably, 74% expressed a willingness to view ads if compensated with Bitcoin, highlighting their openness to innovative, digital-centric forms of compensation.
Spending Habits and Economic Activities
Financial Investment in Gaming
About 53% of Gen Z gamers spend over $20 monthly on gaming, which is significant considering their engagement with other subscription-based entertainment services. More than half of the respondents also subscribe to gaming services, further illustrating the financial commitment they have towards gaming.
Entrepreneurial Engagement
A notable 70% of the gamers engage in side hustles such as content creation and streaming. This entrepreneurial activity not only supplements their income but also enriches their involvement in the digital and creative economies.
Interest in Non-Gaming Brands and Gaming
The survey highlighted a growing interest in games developed by non-gaming brands, with 81% of Gen Z gamers either playing or showing interest in such games, exemplified by NikeLand in Roblox. This trend points to the blurring lines between traditional brand marketing and interactive entertainment.
As gaming continues to evolve, understanding these preferences will be crucial for developers and marketers aiming to connect with this influential demographic.
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