A new report by Comscore, in collaboration with in-game advertising platform Anzu, reveals that 82% of American gamers made in-game purchases in freemium titles last year. The 2024 State of Gaming Report also highlights that 62% of adults over 18 engaged in gaming, with millennials representing 49% of this segment and Gen Z at 13%.
The survey found that 77% of gamers use more than one platform, with over a third regularly combining console, PC, and mobile gaming. US gamers spent a total of 45 billion hours on gaming sites and apps in 2023, with esports gaining significant popularity.
Esports viewership is particularly high among younger generations, with 86% of Gen Z and 80% of millennials watching esports content. Additionally, 53% of Gen Z and 61% of millennials actively engage with esports.
Comscore’s chief commercial officer, Steve Bagdasarian, emphasized the cultural significance of gaming and its importance for brands aiming to connect with a dynamic and engaged audience. This report underscores the growing influence of gaming on consumer behavior and the potential for brands to reach this demographic.
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