The following insights have been taken from the GWI February 2024 Zeitgeist. GWI Zeitgeist is a free add-on to GWI Core that features a different set of topical questions each month. You can view the full list of topics for February by clicking here.
Financial Strain: Gamers Spend Significant Income on Essentials
36.1% of gamers estimate that between 26% and 50% of their household income is dedicated to paying bills and covering essential expenses. This suggests that a significant portion of their earnings is spent on basic financial obligations. Additionally, 34.1% of gamers report that an even larger share—between 51% and 75% of their income—is required to meet the same financial responsibilities. This data underscores the financial pressures many gamers face, with a notable portion of their income going toward essential living costs, leaving less room for discretionary spending.
12,000 internet users aged 16-64 who have an interest in gaming.
Ad Visibility: German Gamers Spot More Ads Than UK Gamers
48.1% of gamers in Germany reported noticing a roadside advertisement, such as a billboard, within the past week. This is notably higher than the 36.8% of gamers in the UK who recalled seeing similar ads during the same time frame. The disparity continues when it comes to street-level advertising: 40.6% of German gamers remembered encountering ads at street level in the past week, whereas only 31.6% of UK gamers reported the same. These figures suggest that out of home advertisements may have a more significant presence and impact in Germany compared to the UK, highlighting potential differences in advertising visibility and consumer engagement in the two countries.
12,000 internet users aged 16-64 who have an interest in gaming.
For more insights into consumer spending and out-of-home advertising, you can use these questions on the platform.