Video Gamer Demos Trend Younger
Could gaming among adults have peaked?
More than one-half of all adult gamers are under 40 years old, and one-quarter are under the age of 30, according to an Associated Press-AOL Games survey conducted by Ipsos.
Only one-third of all adult gamers are married and have children. The typical adult gamer spends two hours each week playing video games. More than nine in 10 gamers said they usually played online games at home; 5% said they played at work or school.
“These findings underscore gaming's broadening reach,” said Ralph Rivera, vice president of AOL Games, in a statement.
AP and AOL classified 41% of all video game players as hardcore gamers (those who spent at least 3 hours per week playing video games).
Light gamers who played under an hour per week made up 31% of respondents. The balance of respondents fell somewhere in between.
Nearly six in 10 hardcore gamers were under 40, and about one-third were under 30. Light gamers were far more likely to be married than hardcore gamers: 68% of light gamers were married versus one-half of hardcore gamers.
Annual per capita video game spending segments remained steady among 2007 respondents compared with 2006. In a good sign for the future of ad-supported gaming, about one-third of video game players said they paid nothing for video games.
eMarketer's estimate of total US spending on video game advertising for 2007 stands at $502 million, which is 45% higher than 2006.
Video game ad spending growth is likely to slow in 2010 and 2011, with the increase in the latter year just 4%.
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