Thu, 24 Sep 2009 | By Charlotte McEleny
Almost three-quarters of the UK population now play computer games, according to research by TNS for RealGames.
It revealed 73% of people play computer games, with the average gamer spending 5.1 hours a week on gaming, falling behind TV and internet
in terms of time spent consuming media.
The most popular platform to play games on was a console, which is used by 76% of gamers, followed by PC games (47%), online gaming (44%)
and mobile phones (26%).
The research indicates a wide-ranging potential audience for advertisers, particularly brands wishing to target a female audience, as 92%
of female gamers aged 35-49 are also online shoppers and spend more time using the internet than they do watching TV.
A report by Aegis Media this month supported this finding, revealing that 34% of women play games once a week (nma 3 September 2009).
Rumbi Pfende, UK country head for RealGames, said, ”This data provides an access point for marketers, advertisers and the media with
a fully comprehensive means to understand the gaming world, while also providing a platform for new investment into the industry.”
- Source: NMA -
