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BizReport : Trends & Ideas archives : July 04, 2013

More women gamers age 18+ than boys age 17 or younger

Two new surveys in the U.K. and U.S. challenge the stereotype of a gamer. No longer is gaming the reserve of greasy teen boys in dark bedrooms, today's gamers hold down well paid jobs, have children of their own, are in their mid-thirties, and just as likely to be female as male.

by Helen Leggatt

Forget the teenage boy stereotype. Research by gamers' social media network, Pixwoo, reveals today's gamers in the UK are rather more grown up. The average gamer in the UK is 35, married or in a long-term relationship, earns $35,000 a year and plays games on their consoles for up to 12 hours a week.

Furthermore, gaming is no longer the reserve of boys and men. Just as many women indulge in video gaming as a hobby, found the research.

Other insights into today's gamer include:

- Has one child;
- Drives a Ford, Vauxhall or BMW;
- Owns two different consoles;
- Owns 18 games;
- Has two rows a week with their partner about gaming;
- Has five online friends in the gaming community.

"This snapshot into the lives of ordinary gamers disputes many myths about the pastime, showing how integrated gaming is into our daily routine," a spokesman for Pixwoo said.

Similar demographics in the U.S.

Across the pond in the U.S., the findings of a survey conducted by the Entertainment Software Association found that women are into video gaming almost as much as men - 45% vs. 55%.

In fact, women above the age 18 and above represent a significantly greater proportion of the gaming population (31%) than boys age 17 or younger (19%).

"This new data underscores the remarkable upward trajectory for video games. It is an entertainment form enjoyed by hundreds of millions of consumers worldwide," said Michael D. Gallagher, president and CEO of ESA, the trade association that represents the U.S. video game industry.

"A diverse and energized consumer base, remarkable new hardware, and outstanding software all combine to foster growth for our industry."

In light of the recent surveys, marketers should ensure that advertising and social engagement for games and consoles does not ignore this valuable, and growing, female audience.

Image via Shutterstock

Tags: gamers, research, UK, US, video gaming

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  • krentz

    I don't think it's anything to do with gender, exactly. There are plenty of girls and women who are "true gamers", arbitrary as that moniker may be; although to be honest I can't blame them for hiding in plain sight as large swathes of the 'community' are terribly asinine. However I think it's still true that there are more men than women, although I'm not sure that's the sole cause of the gender bias. Additionally, given these demographics, I would be hesitant to call anyone who owns only 18 games and plays "up to" 12 hours a -week- a gamer. Granted, people have lives, but still. And I would call into question the relationship dynamics of any couple who routinely have rows over such a paltry time investment as no more than 12 hours a week, but what do I know!

  • Ben

    When will this bullshit stereotyping of society stop its pissing me off how pathetic some people are

  • stephan

    This survey isn't accurate, I am 16 and a gamer, yet I wasn't asked to take part in it. None of my friends at school were asked to take part in it. I bet no one in the comments even took part in it. If they want to do an accurate survey, they need a larger control group. The fact that I along with YOU (whoever is reading this) shows that we were neglected from this survey along with countless others. Not to mention factors such as maybe "teenagers don't do surveys that often" so more results are going to be from adults.

  • monkone

    Ok kid that's bad logic.

    You not being in the survey means not a lot at all regarding the surveys accuracy.

    The degree of confidence in a survey such as this is dictated by the detailing of the control groups. If it was a survey of 10 kids and 10 adults on one street then throw it out the window and slap the researcher for wasting everyone's time.

    However if it was a survey of 1000 kids and 1000 adults across a city you'd be beginning to see reliable trends emerge and your confidence in the results would be better.

    But having no confidence because you yourself weren't asked? Nah that's a rubbish reason.

  • Konoha the Wiper

    there are more women 18+ than boys 0-17



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