NPD: Over half of US gamers are multi-platform gamers

Multi-platform play isn’t just restricted to the most serious of gamers, says the NPD’s 2018 Gamer Segmentation Report, by EEDAR. Over 59 per cent of gamers play on more than one platform, most typically a mobile device as well as a console or PC.

That shows just how large the potential is to strengthen franchises with true cross-platform games, or at very least having separate franchise titles across mobile and non-mobile platforms.

Of course that still leaves 41 per cent of gamers playing on just a single platform, of which 34 per cent are only playing mobile games predictably. And, more incredibly still, 33 per cent of Americans aren’t playing games at all, though a considerable chunk of that can be attributed to the 18 per cent who don’t yet have a smartphone (last November, Deloitte said that smartphone penetration had reached 82 per cent).

Back to the recent survey, which polled 5,000 active gamers: “90 per cent of gamers play on their smartphones, tablets, or both. Personal computers are the second most popular gaming platform, with 52 per cent of gamers playing on a laptop or desktop PC. Consoles, the third most popular gaming platform in the U.S., attract 43 per cent of gamers, followed by handheld systems with 9 per cent”

The sample group spent around 16 per cent of their weekly leisure time playing games, that’s around 12 hours per week. That’s aq similar proportion of time as they spend internet browsing (18 per cent), listening to music (15 per cent), and social media activity (13 per cent).

“Over the past several years, mobile gamers have been a key segment for the games industry to target with marketing spend because of the sheer size and diversity of the audience, as well as the amount of time invested in gaming on this platform,” said Dr. Heather Nofziger, Head of Consumer Research at EEDAR. “While there continues to be opportunity for growth in mobile, the real potential for growth lies with getting the other groups increasingly involved in gaming across platforms that they may not have considered using for gaming in the past.”

The analysis was based on an online survey of 5,000 active U.S. gamers (aged two or more) conducted in June 2018. With parents putting forward children and for younger kids also helping to answer the questions.

About Seth Barton

Seth Barton is the editor of MCV – which covers every aspect of the industry: development, publishing, marketing and much more. Before that Seth toiled in games retail at Electronics Boutique, studied film at university, published console and PC games for the BBC, and spent many years working in tech journalism. Living in South East London, he divides his little free time between board games, video games, beer and family. You can find him tweeting @sethbarton1.

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