Notable Increases in Both Engagement and Spending Coming from Kids
Port Washington, NY, October 8, 2019 – According to 2019 Evolution of Entertainment Study, the latest report from The NPD Group, 73 percent of Americans ages 2 and older play video games, an increase of 6 percentage points since June 2018.
In the U.S., playing video games accounts for 17 percent of consumers’ entertainment time and 11 percent of their total entertainment spend. However, while gaming engagement appears to be relatively stable overall, notable increases in both engagement and spending have been seen amongst kids ages 2 to 17.
“Kids are becoming a more influential part of the gaming marketplace thanks to games such as Fortnite and Minecraft, assisted by the growing influence of YouTube and Twitch,” said Mat Piscatella, games industry analyst at The NPD Group. “More than one-third of kids are spending more time playing video games than they were a year ago, while well over 20 percent are also spending more.”
Mobile remains the most accessible and popular gaming platform, with mobile gaming appealing to gamers across all consumer segments. Most mobile gaming consumers play on a daily, or near-daily basis, while gaming on PC’s and consoles is more variable, tending to occur less often for longer sessions as it necessitates settling in for more intensive experiences.
“Because so many people own or have access to smart devices, and because gaming applications available on these devices offer many inexpensive, even free experiences, they remain the most accessible entry point for those who are curious about gaming,” said Piscatella. “Mobile is where many experience gaming for the first time, allowing for an easy entry point to the broader world of gaming.”
An online survey was fielded in June 2019 to members of NPD’s online panel. The survey was completed by 5,000 individuals ages 2 and older. Participants in this survey were recruited from two representative pools: Adults (respondents ages 18+) were recruited for participation directly and completed the survey based on their own habits; and Children / Teens (respondents ages 2 to 17) were recruited via parent surrogates. Children over age 10 were instructed to complete the survey for themselves (with parental help, if needed). Parents of younger children were asked to complete the survey on their child’s behalf, with the help of their child (if able). For the purposes of this analysis, respondents qualified as participants in an entertainment category if they reported that they had personally participated in a relevant activity in the six months prior to the survey.