Real Living 2021: 63% of gamers accept the advertising value exchange

Posted on: Monday 07 June 2021 | IAB UK

Released as part of our first ever Gaming Week, the latest results from Real Living 2021 explores the gaming community - who is gaming, why do they game and what do they feel about advertising?

From Mario to Minecraft, what does it mean to be a ‘gamer’ today? As part of Gaming Week, we’ve released the latest quantitative findings from Real Living 2021 - a research project that explores how people are using digital devices today, how they’re engaging with media and what they feel about advertising. 

Working with Sparkler, part of PA Consulting, we’ve surveyed 1,000 nationally representative UK adults about their gaming habits to understand the gaming community of 2021. We found that the gaming audience is far broader and more diverse than the stereotype of the teen ‘gamer’ hooked up to a console and have identified key insights advertisers should consider when playing in the in-game space. Key takeouts include: 

  • Gaming has gone mainstream: 38% of all UK adults are playing games on a smartphone every day, and 25% are playing via PC/consoles daily
     
  • Older audiences are fuelling gaming growth: During the pandemic, the growth of gaming has been largely fuelled by those that fall into one or more of the following groups: aged 35 and over, women and those that consider themselves less tech-savvy
     
  • The gaming audience understands the value exchange: Not only are gamers highly engaged media consumers, 63% also accept the value exchange between advertising and accessing free content
     
  • People game to relax: 42% of gamers say that their main benefit of gaming is relaxation, with this peaking among players aged 65+. Younger consumers place more emphasis on the social and competitive aspects of gaming​ than older groups

Log in to download the full research deck below.

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Written by

IAB UK

Related content

8 things we learnt at Gaming Week

For our first Gaming Week, we hosted a series of events to explore the gaming opportunity, key considerations for advertisers and what to expect next...

Learn more
Abstract image green and blue

Brands must work quickly to harness older shoppers driven to ecommerce by lockdown

IAB UK study reveals pandemic has driven new shopping habits across all age groups

Learn more
Abstract image

Ecommerce: Understanding online buyers in 2021

Research from our Real Living 2021 study shows how consumer behaviour is evolving in the ecommerce space and what this means for advertisers 

Learn more
abstract image

Why we’re bringing Real Living back for 2021

We’re resurrecting Real Living to give us a national picture of people’s digital days, what’s changing and what this means for advertisers, writes IAB UK...

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.