Only 12.5% of respondents owned a smartwatch, and penetration was no greater than 17.5% in any demographic. Penetration of gaming consoles fell year over year (YoY) from 39.2% to 36.8%. There’s tremendous momentum behind TV and video consumption.

That was a more modest increase than GlobalWebIndex found in many other countries, but usage was already notably high in the Philippines—clear evidence that access to video content is a priority for internet users across demographics. In terms of gaming, it seems that many members of a household share access to a single device.

Esports Demographics. While it’s true that the esports community has grown beyond the traditional stereotype of the young, male gamer, diversity within the esports fandom is often overhyped. According to a survey conducted by Morning Consult in May 2020, the fanbase is still skewed toward younger men, as 25% of males consider themselves esports fans, compared with 11% of female respondents.

Sometimes, gaming is a family bonding activity. Released in April 2018, polling for the Entertainment Software Association showed 67% of parent respondents saying they play video games with their kids at least weekly. “A lot more millennial dads are huge gamers with their kids,” O’Keefe Wright said. Moreover, parents enable their kids’ gaming by purchasing gaming items.

Several demographics registered higher shares than in H1 2019, including males (40.9%), respondents 25 to 34 (46.0%), and those 16 to 24 (51.7%). Smart TVs top the shopping list of new digital devices and services for internet users in Austria by a large margin. Smart TV ownership in Austria was up 3 percentage points YoY, to 45.4% in H1 2020.

But as popular streamers and teams like Tyler “Ninja” Blevins and FaZe Clan enter mainstream pop culture, more nongamers of different demographics may start to gain interest. Esports has not accounted for much of the heightened media usage during lockdown, and survey respondents have expressed a stronger preference for other sports-related activities.

Most people think of gamers as Xbox-obsessed teenagers, but it turns out that mobile is by far the more popular place to play.

Competitive video gaming is a rapidly growing, multibillion-dollar industry, presenting new opportunities for marketers to reach and engage with fans. Esports ad revenues are poised to surpass $200 million by next year, according to eMarketer’s first forecast on esports and gaming revenues.

The study noted that a further 6% increase in the female share would bring esports into parity with traditional console and PC gaming demographics.