Vorhaus digital and gaming research study 2021

Vorhaus Digital Study
April 2021

1
Methodology
 Nationally representative online survey of N=2,001 (Margin of error ± 2.2%)
– Ages 18+
– Sample matched to the U.S. Census for age, gender and race
– Study focus: media attitudes and behaviors of consumers on a broad
range of topics
– Data collected March 31st to April 8th, 2021
– Average survey length 38 minutes
– Respondent recruitment completed by a high-quality online research panel
and data collection firm
Vorhaus Digital Strategy Study – 2021

2
Digital and Connected Devices

3
9 out of 10 Americans have a smartphone, half have a tablet. Those
over 55 are significantly more likely to have a PC or laptop.
q9: Which of the following do you use regularly ( at least once per week )? (N=2,001; Multiple response)
q10: Which of the following do you or someone in your household own? (N=2,001; Multiple response)
5%
19%
50%
87%
0% 20% 40% 60% 80% 100%
None of the above
A cell phone (non-
smartphone with limited
Internet and email
capabilities)
A tablet (such as an iPad,
Android Tablet, Kindle Fire,
etc.)
A smartphone (such as
iPhone, Android, etc.)
Devices Used At Least Once Per
Week
GenPop
21%
0
0
3%
4%
4%
77%
15%
0
0
21%
26%
30%
70%
10%
15%
19%
29%
26%
41%
73%
0% 20% 40% 60% 80% 100%
None of the above
Microsoft Xbox Series X
Sony PlayStation 5 (PS5)
Nintendo Switch
Microsoft Xbox One
Laptop, desktop or personal
computer
Devices in Household
18-34 35-54 55+

4
Those 18-34 are significantly more likely than the general public to
have all devices connected to the internet.
q11: Which of the following devices do you have in your home that are connected to your home Wi-Fi? (N=1941; Those who said
“Not sure” n=59; Multiple response)
12%
8%
18%
27%
31%
34%
57%
62%
25%
5%
12%
18%
22%
26%
46%
54%
0% 10% 20% 30% 40% 50% 60% 70%
None of the above
TiVo Stream
Smart heating
Smart lights
Speaker system
Voice-activated devices (other than your smartphone)
Streaming TV device, such as Roku, Apple TV, Chromecast or
Amazon Fire TV
Smart/Connected TV
Connected Devices in Household
GenPop 18-34

5
Primary Medium for Entertainment

6
Over two-thirds of those 55+ consider TV their primary medium for
entertainment. Smartphone dominates for 18-34 year olds
q12: What is your primary medium for entertainment? (N=2,001)
45%
19%
39%
70%
15%
27%
19%
3%
13%
18%
11%
11%
10%
20%
13%
1%
9% 10% 10% 8%
4% 4% 4% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Primary medium for entertainment
Television Smartphone
Laptop or personal computer Video game console
A connected-TV device like Apple TV, Roku, Chromecast Tablet

7
Digital Media and Entertainment Spend

8
46% of those 18-34 are spending more than $1,000 a year on digital media and
entertainment. 39% of those 35-54 are also spend over $1,000 a year.
q13: Overall, how much do you think you spend in an average year on digital media and entertainment, including games, video,
movies, music, audio, text, etc.? (N=2,001)
68%
54%
60%
86%
19%
28% 20%
10%
10%
13% 14%
3%
3%
5% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Annual digital media and entertainment spend
Less than $1,000 $1,000-$1,999 $2,000-$4,999 $5,000 or more
Avg.
$699
Avg.
$1,288
Avg.
$1,319
Avg.
$1,076

9
Time Spent on Entertainment Platforms

10
Americans spend the majority of their time watching shows or
movies on TV.
q109af: Approximately, how many hours per week do you spend on the following forms of entertainment? (N=2,001)
59%
52%
40%
59%
11%
45%
38%
20%
28%
32%
26%
21%
27%
35%
17% 17%
23%
14%
35%
22% 22%
4% 4% 5% 2%
32%
6% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Console games Computer
games
(desktop/laptop)
Smartphone or
tablet games
Web/Browser
games
Watching shows
or movies on a
TV set
Watching shows
or movies on a
computer,
smartphone or
tablet
Watching video
on a computer,
smartphone or
tablet
Hours per week spent on the following
Under an hour 1 to 4 hours 5 to 19 hours 20 or more hours

11
On average, Americans watch 61% of their shows and movies on televisions and 39%
of their shows on computers or connected devices.
q109aga: In an average week, what percentage of the time do you spend watching shows or movies on your TV versus your
computer, smartphone or tablet? (Among those who spend an hour or more per week on each; N=1,021)
6%
29%
14%
22%
45%
41%
35%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shows and movies watched on a TV Shows and movies watched on a computer,
smartphone, or tablet
Percentage of time spent watching shows and movies on TV
versus on a computer, smartphone, or tablet
< 25% 25%-49% 50%-74% 75%-100%
60.9%
Average
39.1%
Average
Average % by age:
TV Digital
18-34 54% 46%
35-54 61% 39%
55+ 75% 25%

12
Movie Theatre Attendance

13
40% of Americans report watching 1 or 2 movies in theaters per month before
COVID. 36% expect to return to theaters within the next 6 months.
q109ah: Before COVID, how many movies did you go to see in theaters on average per month? (N=2,001) q109ai: When do you
expect to resume attending movies in theaters? (N=2,001)
12%
5%
7%
14%
26%
37%
0% 20% 40%
5 or more
4
3
2
1
0
Average number of movies seen in
theaters per month before COVID
GenPop
25%
4%
15%
21%
17%
19%
0% 10% 20% 30%
I do not expect to resume
attending movies in theaters
More than 2 years from now
In a year or two
In the next 7-12 months
In the next 3-6 months
In the next 3 months
Expectation to return to theaters
GenPop
1.5 movies
Average

14
After the pandemic, if movies are to be release both digitally and in theaters, 3 out of
5 of those below the age of 55 say they will still see the same number of movies in-
person. One-quarter will see less movies in-person.
30%
19%
16%
35%
20%
13%
24%
42%
17%
15%
28%
41%
0% 10% 20% 30% 40% 50%
Not sure
I will see a lot less movies in the theater in person
I will see less movies in the theater in person
I will still see the same number of movies in the theater
in person
Hybrid movie release impact on in-theater attendance
18-34 35-54 55+
q109aib: How will releasing their movies in theaters and at home at the same time, affect your in-person attendance at movie
theaters after the COVID pandemic is over and people are widely vaccinated? (N=2,001)

15
Half or more of Americans under 55 are excited for movies to return
to theaters.
q109aia: Some movie studios have announced that they are going to release some of their movies in the theaters. How excited are
you about this becoming prevalent? (N=2,001)
23%
8%
16%
40%
8%
4%
6%
12%
27%
26%
28%
28%
17%
23%
20%
10%
25%
39%
30%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Excitement for movies returning to theaters
1 Not at all excited 2 3 4 5 Very excited
42%
Excited
61%
Excited
50%
Excited
20%
Excited

16
Just under half of Americans will return to seeing movies in theaters
in 1 to 2 years.
q109aic: How much do you agree or disagree with the following statement? “In 1 to 2 years, I will go back to attending movies in
theaters as often as I did before the COVID pandemic” (N=2,001)
15%
9% 12%
22%
8%
6%
7%
10%
29%
28%
28%
30%
20%
23%
20%
18%
28%
34% 33%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Agreement with the statement: “In 1 to 2 years, I will go back to attending
movies in theaters as often as I did before the COVID pandemic”
1 Strongly disagree 2 3 4 5 Strongly agree
48%
Agree
57%
Agree
53%
Agree
38%
Agree

17
Television Viewing Behavior

18
Over half of Americans now own a Smart TV.
q18: Which of the following do you have in your household? (N=2,001; Multiple response)
4%
6%
10%
24%
49%
56%
0% 10% 20% 30% 40% 50% 60%
No working TV
3D-TV
A working TV
4K/Ultra HD TV
HDTV
Smart TV
Television technology in household
GenPop

19
The younger generation has embraced smart TV those 55+ are using
starting to adopt the technology.
q18: Which of the following do you have in your household? (N=2,001; Multiple response)
3%
3%
14%
14%
59%
45%
4%
8%
8%
28%
45%
64%
6%
8%
8%
31%
40%
62%
0% 10% 20% 30% 40% 50% 60% 70%
No working TV
3D-TV
A working TV
4K/Ultra HD TV
HDTV
Smart TV
Television technology in household by age group
18-34 35-54 55+

20
65% of consumers have cable or satellite service in their household.
More than half of Americans are using TV subscription services.
q19: How do you access your television programming at home? (N=2,001; Multiple response)
5%
4%
5%
7%
8%
13%
55%
19%
21%
26%
65%
0% 10% 20% 30% 40% 50% 60% 70%
None of the above
Unauthorized video streaming websites
Skinny bundle deals
Over-the-air antenna only
Pay-per-episode services
TV service provided by a telephone Co. e.g. FiOS, U-verse
Subscription services (such as Netflix, Hulu, Disney+, etc.)
-Satellite television
-Basic cable service
-Digital cable service
Cable and Satellite Service COMBINED
Television access in household
GenPop
Cable or satellite by age:
18-34 61%
35-54 64%
55+ 69%

21
13% of pay TV subscribers are extremely likely to cut the cord. Those 18 to 54 drive
cord cutting. Likelihood to cut the cord cord has consistently grown YOY.
q20: How likely are you to cancel your pay TV service in the next 12 months? (Among those who pay for streaming services;
N=1,314)
44%
29% 34%
61%
13%
12%
15%
13%
19%
20%
22%
17%
10%
16%
10%
6%
13%
23% 19%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Likelihood to cancel pay TV service in the next 12 months
1 Not at all likely 2 3 4 5 Extremely likely
8%
Extremely
Likely
2020
17% 8%
4%
Extremely
Likely
2020
Extremely
Likely
2020
Extremely
Likely
2020

22
After cancelling pay TV services, 41% will turn to other VOD
subscription services and another quarter will switch pay TV providers.
q21: If you cancel your current pay TV service in the next 12 months, which of the following are you most likely to do? (Among those
who are somewhat likely to cancel TV service in next 12 months N=560)
14%
17%
26%
41%
0% 10% 20% 30% 40% 50%
Switch to a skinny bundle service
Go without pay TV service
Switch to another provider of pay TV service
Use other subscription VOD services, such as
Netflix or Hulu
Plans after cancelling pay TV service
GenPop

23
The top reason to cut the cord is to save money. Those who cut the cord will watch
their sports through a subscription service, or get the content for free.
q22: For which of the following reasons will you go without pay TV service? (Among those who will go without pay TV services N=96;
Multiple response) q23: If you discontinue your cable or satellite Pay TV package, how will you get sports video content, including
watching live sports games when they resume? (Among those who will go without pay TV services N=96; Multiple response)
22%
26%
27%
28%
29%
30%
53%
0% 10% 20% 30% 40% 50% 60%
I don’t watch enough TV to make
it worth it
Satisfied w/what I can receive
over-the-air w/o paid TV
I can watch the TV shows and
movies I like on the Internet
I can watch the TV shows and
movies I like on DVD
I have enough entertainment
options on the Internet
I am satisfied with online
streaming options on my TV from
services like Netflix or Hulu
To save money
Reasons for going without pay TV
GenPop
22%
34%
35%
40%
0% 10% 20% 30% 40% 50%
I will go to bars and friends’
houses to view sports
I don’t watch sports content
very often
I will go to sites where I can
get sports content free
I will pay for a sports video
package that I view on my
laptop/computer, smartphone,
TV or other device.
Getting sports content without pay
TV
GenPop

24
4 out 5 U.S. households with people under the age of 55 connect their
TVs to the Internet.
q24: Do you ever connect your TV to the Internet? (N=1,923; Those who said “don’t know” n=78)
51%
80%
81%
69%
0% 20% 40% 60% 80% 100%
55+
35-54
18-34
GenPop
Those who connect their TVs to the Internet

25
Smart TVs dominate the connected TV landscape.
q25: In which of the following ways do you ever connect your TV to the Internet? (Among those who connect their TVs to the Internet
N=1,069; Multiple response)
5%
11%
14%
15%
18%
23%
23%
26%
29%
61%
0% 20% 40% 60% 80%
TiVo
Chromecast
Internet-enabled Blu-ray player
A DVR (other than TiVo)
Apple TV
Roku Player
A computer/laptop connected to a TV
Amazon Fire TV
A gaming console
A Smart TV
Ways people connect their TV to the Internet
GenPop
Console use by age:
18-34 42%
35-54 34%
55+ 7%

26
SVOD Viewing

27
Paid video streaming is more frequently used among those 18-34 for
all services. 2 out of 5 Americans are using Amazon Prime to stream.
5%
5%
18%
8%
12%
14%
17%
17%
30%
30%
33%
44%
62%
6%
9%
11%
13%
11%
15%
19%
20%
34%
41%
49%
49%
73%
3%
5%
7%
8%
9%
10%
12%
12%
24%
26%
30%
41%
56%
0% 20% 40% 60% 80%
fuboTV
Sling TV
Starz (standalone service for those without pay TV)
Showtime (standalone service for those without pay TV)
CBS All Access
ESPN +
Hulu + Live TV
YouTube Red/YouTube Premium
HBO (HBO Max, HBO Go, HBO Now)
Disney +
Hulu
Amazon Prime
Netflix
Household video streaming paid subscriptions
GenPop 18-34 35-54
q65: Do you, or does anyone in your household, pay to subscribe to any of the following? N=2001; Multiple response)
% with 1 or More Subscription
GenPop 75%
18-34 90%
35-54 82%
55+ 57%
Average # of Subscriptions:
GenPop 2.5
18-34 3.5
35-54 2.9
55+ 1.3
Number of subscriptions

28
Current non-subscribers 18-34 are twice as likely as those 35-54 to
subscribe to at least one streaming service within the next year.
q65aa: How likely or unlikely are you to subscribe to at least 1 streaming service within the next year? (Among those who do not
currently subscribe to any streaming services; N=500)
61%
29%
57%
69%
13%
14%
12%
13%
16%
34%
19%
12%
5%
14%
7%
3%
4%
10% 5%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Likelihood for non-subscribers to subscribe to at least 1 service within
next year
1 Not at all likely 2 3 4 5 Extremely likely
24%
12%
9%

29
1 out of 5 anticipate adding one more streaming service. Those 18-54 are likely to purchase more
than 1 additional service. Amazon, Disney+, HBO, and Hulu are the most likely to gain subscribers.
q67a: How many paid video on demand or streaming services do you think you are willing to buy beyond any you already pay for?
(N=2,001) q67b: Please pick your top two choices for additional paid streaming movie and TV services? (Among those who would be
willing to add at least once service N=1,105; Up to 2 responses permitted)
69%
21%
6%
3%
0%
1%
34%
22%
17%
12%
5%
9%
25%
23%
22%
16%
7%
7%
45%
22%
15%
10%
4%
5%
0% 20% 40% 60% 80%
None
1 more
2 more
3 more
4 more
More than 5
Anticipated increase in
streaming services
GenPop 18-34 35-54 55+
Average
increase:
1.2 services
2%
3%
3%
3%
4%
4%
4%
5%
5%
6%
7%
8%
9%
10%
10%
11%
19%
22%
23%
24%
0% 10% 20% 30%
Sony
Warner Bros.
Starz
ABC
Marvel
CBS
NBC
Google
Showtime
ESPN +
YouTube Live
Facebook
YouTube Premium/YouTube Red
Hulu + Live TV
Paramount
Apple
Hulu
HBO
Disney +
Amazon
Top 2 choices for additional services
GenPop

30
Digital Video

31
2 out of 5 adults in the U.S. watch digital video on a daily basis. Digital video usage
continues to grow across the whole population.
q69: About how often would you say you watch digital video on a computer, laptop, smartphone, tablet, or TV connected to the
Internet? (N=1,902; Those who said “not sure” n=99)
17%
3%
12%
34%
8%
5%
7%
12%
8%
9%
6%
10%
27%
28%
34%
20%
39%
55%
42%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Frequency of viewing digital video from the Internet
Never Less than once a month Once a month or more Once a week or more Daily
32%
Daily
2020
51%
Daily
2020
35%
Daily
2020
17%
Daily
2020

32
Those under the age of 55 watch the majority of online video content
through their phone.
q71: Which devices do you regularly use (at least once a week) to watch online video content? (Among those who watch digital
video; N=1,571; Multiple response)
4%
22%
39%
54%
28%
2%
31%
41%
54%
59%
1%
30%
50%
46%
71%
2%
28%
44%
51%
54%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
Tablet
Computer/laptop
On a TV set connected to the
Internet
Smartphone
Devices used at least once a week to access online video content
GenPop 18-34 35-54 55+

33
The majority of online video consumers access their videos through
YouTube. Those 18-34 are much more likely to use other platforms.
q72: Which of the following free services do you currently use to watch online video regularly (at least once per week)? (Among
those who watch digital video; N=1,571; Multiple response)
2%
5%
4%
6%
4%
4%
6%
8%
9%
11%
14%
17%
23%
18%
30%
44%
64%
4%
4%
4%
6%
8%
7%
9%
8%
9%
17%
9%
27%
22%
27%
42%
41%
69%
2%
3%
3%
4%
4%
4%
5%
7%
8%
10%
11%
16%
17%
17%
27%
38%
62%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Clubhouse
Xumo TV
Triller
Vimeo
DailyMotion
Vevo
Crunchyroll
Crackle
TubiTV
Twitch
Pluto TV
Snapchat
Twitter
TikTok
Instagram
Facebook
YouTube
Free services used to watch online video
GenPop 18-34 35-54
Those 55+ are only using
YouTube & Facebook:
YouTube 51%
Facebook 27%

34
Creator Video & Social Media

35
Half of those ages 18-34 have created video content for the Internet.
q52: Have you ever created video content specifically for the Internet such as YouTube videos, TikTok, Snap Video, animations, short
films, etc.? (N=2,001)
5%
31%
51%
27%
0% 20% 40% 60% 80%
55+
35-54
18-34
GenPop
Have created video content for the Internet

36
Younger content creators have the most followers. Half of those over
the age of 55 report having less than 100 followers.
q53: How many followers/subscribers across all social media do you have? (Among those who create video content for the Internet
N=544)
18% 17% 13%
49%
33% 31% 35%
36%
30% 31% 31%
13%
19% 21% 21%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Number of followers across all social media
1-99 100-999 1,000-9,999 10,000 or more

37
A similar number of videos are being made for the Internet among
those 18-34 and those 35-54.
q54: Approximately how many Internet videos have you made? (Among those who have made videos for the Internet. U.S. N=544)
32% 32% 29%
34% 31% 38%
31% 34% 31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Number of videos made for social media
1-4 5-19 20 or more
Average number of
videos made by age:
18-34 71 videos
35-54 40 videos
55+ 8 videos

38
Those ages 35 to 54 are more likely to say they are making money with the video
they post to the internet but those under 35 are making more money.
q57: Have you made any money creating Internet videos in the past 12 months? (Among those who make videos for the Internet.
N=544) o_q57: Approximately how much money have you made creating Internet videos in the past 12 months? (Among those
making money. N=168)
40%
60%
27%
73%
31%
69%
0% 20% 40% 60% 80%
Yes
No
Have you made money with videos
in the past 12 months?
GenPop 18-34 35-54
13%
17%
43%
24%
7%
19%
47%
25%
19%
16%
41%
22%
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$1
Under $25 $25-$99 $100-$999 More than
$1,000
How much have you made?
GenPop 18-34 35-54

39
42% of those in the U.S. who create video for the Internet consider
themselves “social media influencers.”
q58: Do you consider yourself a “social media influencer?” (Among those who make videos for the Internet. N=544)
52%
48%
40%
60%
42%
58%
0% 10% 20% 30% 40% 50% 60% 70%
Yes
No
Are you a social media influencer?
GenPop 18-34 35-54

40
Live Streaming Video

41
17%
25%
51%
12%
11%
14%
6%
4%
6%
8%
8%
6%
20%
18%
9%
15% 15%
22% 19%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-34 35-54 55+
Frequency of viewing live-stream video
Never Less than once a month Once a month or more Once a week
Several times a week Once a day Several times a day
Those 18-34 are twice as likely as those 55+ to watch live-stream
video once a week or more.
q78: How frequently do you watch LIVE streaming video? (N=2,001)
65% 60%
29%
Once a week or
more often
Once a week or
more often
Once a week or
more often

42
Instagram is mostly used by those 18-54. YouTube Live and
Facebook Live and both been viewed across all age demographics.
q79: Which of the following do you ever use to watch LIVE streaming video? (Among those who watch live-stream video once a
month or more; N=1,107; Multiple response)
0%
0%
0%
1%
2%
5%
2%
1%
21%
9%
33%
6%
6%
5%
7%
14%
27%
16%
21%
42%
36%
40%
6%
6%
9%
10%
11%
21%
25%
26%
36%
43%
45%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
UStream
Live.ly
Mixer
YouNow
Livestream
Twitter
Twitch
Snapchat
Facebook Live
Instagram
YouTube Live
Live-streaming services used
18-34 35-54 55+

43
Breaking news, comedy, and videos by friends and family are the
most popular types of live-stream content
q80: What types of LIVE streaming videos do you currently watch? (Among those who watch live-stream video once a month or
more; N=1,107; Multiple response)
14%
14%
16%
19%
21%
22%
23%
24%
25%
29%
30%
31%
37%
0% 10% 20% 30% 40%
Conferences/speakers
Religious content/events
Concerts/festivals
Video game competitions (i.e.…
Videos by celebrities
Videos by Internet personalities
National newscasts
How-to videos
Local newscasts
Sports games/matches
Videos by friends or family
Comedy
Breaking news
Types of live-streamed videos watched
GenPop

44
Most watch live-stream video to feel up-to-date and informed. Those
under 55 watch to feel part of an event or to feel connected.
q81: Why do you watch LIVE streaming video? (Among those who watch live-stream video once a month or more; N=1,107; Multiple
response)
5%
11%
5%
21%
22%
18%
20%
34%
19%
23%
25%
23%
31%
30%
32%
40%
26%
28%
27%
26%
29%
37%
37%
34%
0% 10% 20% 30% 40% 50%
To interact with the host
Entertaining hosts
To interact with other viewers while watching the live
video
Access to exclusive video I can’t get elsewhere
It feels authentic
Makes me feel more connected (to friends/family, an
organization, brand, etc.)
Makes me feel like a part of an event
Makes me feel updated and informed
Reason for watching live-streamed video
18-34 35-54 55+

45
1 out 5 livestream their own content. A third of those who live stream do it daily, 29%
live stream a few times a week.
q81a: Do you ever livestream content yourself, to other people? (N=2,001)
q81b: How frequently do you livestream your own content? (Among those who livestream content; N=331)
9%
5%
9%
13%
29%
35%
0% 20% 40%
Less often
Once a month
A few times a month
Once a week
A few times a week
Daily
Frequency of streaming content
GenPop
2%
98%
22%
78%
28%
72%
17%
83%
0% 20% 40% 60% 80% 100% 120%
Yes
No
Do you ever livestream content?
GenPop 18-34 35-54 55+

46
Over half of those who livestream content report receiving revenue of some kind from
those broadcasts. The median average of income gained from livestreaming content
within the last year is $100. 55+ are not livestreaming content.
q81c: Have you charged fees for your livestreams or received tips, advertising money or other revenue from your livestreams?
(Among those who livestream content; N=331) q81d: Approximately, how much money have you made from your livestreams within
the past year?(N=331)
36%
24%
25%
15%
0% 20% 40%
Under $25
$25-$199
$200-$999
$1,000 or more
Revenue gained for livestreams
within last year
GenPop
11%
89%
66%
34%
58%
42%
59%
41%
0% 20% 40% 60% 80% 100%
Yes
No
Have received revenue from
livestreams
GenPop 18-34 35-54 55+
$100
Median
Average:

47
Social Media and Messaging Services

48
Social media users over the age of 34 are much less likely to be aware
of social media channels besides facebook.
6%
6%
54%
60%
61%
68%
78%
81%
89%
10%
11%
57%
68%
70%
69%
84%
82%
86%
6%
6%
58%
62%
62%
68%
76%
79%
88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Clubhouse
Triller
Pinterest
TikTok
Snapchat
Twitter
Instagram
YouTube
Facebook
Social media platforms aware of
GenPop 18-34 35-54
q59: Which of the following social media platforms are you aware of? (N=2,001; Multiple response)

49
70% or more of Americans use facebook once a week or more often. Those who are
18-34 use many more social media tools than those who are 35 and older.
1%
1%
19%
22%
21%
34%
51%
62%
77%
2%
3%
33%
27%
43%
42%
69%
70%
70%
1%
1%
18%
20%
21%
29%
44%
55%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Clubhouse
Triller
TikTok
Pinterest
Snapchat
Twitter
Instagram
YouTube
Facebook
Social media platforms used at least once per week
GenPop 18-34 35-54
q61: Which of the following social media platforms do you currently use at least once per week? (Among those who have used at
least one platform; N=1,881; Multiple response)

50
3 out of 5 Americans are using Facebook. The rest of social media is
dominated by those under 55. Those 18-34 use multiple channels.
q106: Which of the following social networks or websites are you currently using? (N=2,001; Multiple response)
0%
0%
1%
1%
1%
3%
3%
2%
16%
15%
12%
15%
32%
61%
3%
3%
4%
4%
11%
12%
19%
22%
25%
22%
34%
45%
59%
71%
4%
6%
6%
11%
18%
23%
32%
41%
21%
28%
39%
61%
66%
61%
0% 20% 40% 60% 80%
Triller
Clubhouse
Myspace
Tumblr
Twitch
Reddit
TikTok
Snapchat
Linkedln
Pinterest
Twitter
Instagram
YouTube
Facebook
Social networks or websites being used
18-34 35-54 55+

51
Facebook Messenger is the top messaging app with. Those under 55
drive the utilization of all other messaging apps.
q107a: Which of the following messaging services or apps do you currently use? (N=2,001; Multiple response)
0%
0%
0%
0%
1%
1%
1%
1%
2%
7%
12%
13%
10%
40%
3%
3%
5%
3%
6%
7%
8%
10%
17%
27%
22%
29%
35%
51%
5%
6%
5%
8%
5%
9%
15%
12%
34%
28%
35%
28%
49%
47%
0% 20% 40% 60%
Kik
Tango
Line
Slack
Viber
WeChat
Discord
Telegram
Snapchat
Twitter
Apple (iMessage)
WhatsApp
Instagram
Facebook Messenger
Messaging services or apps being used
18-34 35-54 55+
KakaoTalk and
Whisper mentioned
by < 3%

52
Gaming

53
Just about three-quarters of adults in the U.S. play video games on at
least one platform. 9 out of 10 of those 18-34 play video games.
q109: How often do you play games on the following? (N=2,001)
U.S.
Play games
on at least
one
platform
73%
Do not play
games on
any
platform
27%
Play games on at least 1
platform by age:
18-34 93%
35-54 77%
55+ 55%

54
Half of those in the U.S. over the age of 18 are playing games on their
smartphone or tablet.
q109: How often do you play games on the following? (N=2,001)
46%
36%
55% 56%
10%
6%
7% 8%
8%
7%
7% 7%
17%
18%
16% 13%
20%
33%
15% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
On a computer
(Desktop/Laptop)
On a smartphone or
tablet
On a console Web/Browser
Frequency of gameplay by platform
37%
51%
30% 28%
Once a week
or more often Once a week
or more often
Once a week
or more often
Once a week
or more often

55
Smartphones and connected devices are the most popular platforms for playing
video games. The PS4, Xbox One, and Switch are the most popular consoles being
played. Limited stock for new PlayStation and Xbox consoles stunts popularity.
12%
13%
16%
18%
25%
35%
50%
10%
16%
17%
30%
25%
39%
49%
20%
11%
12%
18%
19%
28%
49%
0% 10% 20% 30% 40% 50% 60%
None of these
Microsoft Xbox Series X
Nintendo Switch
Microsoft Xbox One
Smartphone, tablet, or other mobile device
Platforms used to play video games
GenPop 18-34 35-54
q110: Which of the following do you personally use to play videogames? (Among those who play games on at least one platform;

56
Half of those ages 18-34 play games on a computer once a week or
more often.
q109: How often do you play games on a computer (Desktop/Laptop)? (N=2,001)
24%
41%
48%
37%
0% 20% 40% 60% 80%
55+
35-54
18-34
GenPop
Play games on a computer (Desktop/Laptop) once a week or more

57
Smartphone game market driven by those ages 18-34. 57% of those
35-54 also play once a week or more often.
q109: How often do you play games on a smartphone or tablet? (N=2,001)
30%
57%
69%
51%
0% 20% 40% 60% 80%
55+
35-54
18-34
GenPop
Play games on a smartphone or tablet once a week or more
*

58
Regular console players are all under the age of 55.
q109: How often do you play games on a console (PlayStation, Xbox, Switch, etc.)? (N=2,001)
5%
40%
52%
30%
0% 20% 40% 60% 80%
55+
35-54
18-34
GenPop
Play games on a console once a week or more

59
2 out of 5 ages 18-34 play games on a web or browser once a week or more often.
Just over one-third of those 35-54 also play games on a browser once a week or more
often.
q109: How often do you play games on the Web/through a browser? (N=2,001)
10%
36%
43%
28%
0% 10% 20% 30% 40% 50%
55+
35-54
18-34
GenPop
Play games on the Web or through a browser once a week or
more

60
Role of Gameplay Video in Download or
Purchase Decision

61
Around half of those under the age of 55 find viewing gameplay an
important part of the purchase decision-making.
q109ba: How important is viewing gameplay and video of game content, such as game livestreams on Twitch, and videos about
games on YouTube and other digital services, in helping you to find/discover a game that you will download and/or purchase?
(Among those who play games on any platform; N=1,466)
33%
18% 23%
65%
10%
8%
9%
12%
19%
19%
24%
14%
17%
26%
18%
5%
21%
28% 27%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Gameplay preview influence on purchase
1 Not at all important 2 3 4 5 Very important
38%
54%
45%
8%
Important
Important
Important
Important

62
User-Generated Video Game Content

63
Half of those 18-54 are aware of user-generated content. Those 55 and
older are not likely to be aware of this type of content.
q35: Are you aware that services and platforms exist that allow individuals to create their own digital or virtual content for video
games, including console, mobile, PC, and Web games. called user-generated content or UGC? (Among those who play games on
at least one platform; N=1,466)
56%
45% 47%
81%
44%
55% 53%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
User-generated content awareness
No Yes

64
Over half of those who are aware of UGC have used a service or platform to create their
own content. Those over 55 do not use these services
q35a: Have you ever used a service or platform that allows you to create your own digital or virtual content for video games including
console, mobile, PC and web games? (Among those who are aware of UGC; N=645)
48% 43% 40%
92%
52% 57% 60%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Used service or platform to create user-generated content
No Yes

65
Over one-third of those 18-34 would be interested in trying a service
or platform for creating UGC. Interest is much lower in 35+ markets.
q35b: How would you rate your level of interest in trying a service or platform that allows you to create your own digital or virtual
content for video games including console, mobile, PC and web games? (Among those who have never used a platform or service
from creating UGC; N=1,129)
41%
25% 30%
64%
15%
12%
18%
14%
23%
28%
27%
16%
13%
21%
15%
3%
9% 15% 10%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Non-user interest in service or platform for creating UGC
1 Not at all interested 2 3 4 5 Very interested
22%
36%
25%
6%
Interest
Interest
Interest
Interest

66
Half of those under the age of 55 who play games are interested in tools or
platforms that help non-programmers build their own games.
q46: How would you rate your level of interest in tools and platforms that make it possible for people who do not know computer
programming to build a digital game? (Among those who play games on any platform; N=1,466)
30%
16% 19%
9%
6%
10%
22%
25%
25%
14%
19%
16%
24%
34% 30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Interest in tools or platforms that help non-programmers build games
38%
53%
47%

67
Game Communication Services

68
Two-thirds of Americans are aware of games services where you can communicate
with others. They are most likely to have heard of Xbox Live or PlayStation Network.
q109bb: Are you aware that there are game services where you can communicate with other people playing games through text
voice, or video? (Among those who play games on any platform; N=1,316; Those who said “Not sure” n=150) q109bc: Which of the
following game services have you heard of? (Among those aware of game services; N=883; Multiple response)
33% 28% 30%
44%
67% 72% 70%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Awareness of game services where
you can communicate with others
No Yes
8%
13%
18%
23%
27%
28%
29%
30%
34%
57%
61%
0% 20% 40% 60% 80%
Vivox
Battle.net
Slack
Amazon Luna
Roblox
Apple Arcade
Google Stadia
Discord
Steam
PlayStation Network
Xbox Live
Game service awareness
GenPop

69
Xbox Live and PlayStation Network are the most popular game services. Steam and
Discord are more likely to be played by those under 35.
q109bd: Which of the following game services have you used? (Among those aware of game services; N=799; Multiple response)
4%
9%
8%
17%
12%
17%
15%
19%
18%
34%
40%
5%
10%
15%
12%
15%
13%
14%
27%
26%
36%
42%
4%
8%
11%
12%
12%
13%
14%
20%
21%
36%
38%
0% 10% 20% 30% 40% 50%
Vivox
Battle.net
Slack
Google Stadia
Roblox
Amazon Luna
Apple Arcade
Discord
Steam
Xbox Live
PlayStation Network
Game services used
GenPop 18-34 35-54

70
Just under half are very satisfied Xbox and PlayStation despite their
popularity. Amazon Luna, Google, and Apple Arcade all rate higher.
q109bf: How satisfied or dissatisfied are you with each of the following gaming services?(Among those who use each services or
App)
5% 7%
12%
5% 4%
3% 2% 2% 3% 3%
8%
8%
3%
18% 17%
19% 20%
4%
7%
22%
19%
20%
15%
26% 26% 33% 30%
23%
29%
20%
23%
22%
23%
46% 46% 43% 46%
69%
58% 55%
47%
38%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
PlayStation
Network
Xbox Live Steam Discord Amazon
Luna
Google
Stadia
Apple
Arcade
Roblox Slack Battlenet
Satisfaction with gaming services used
1 Not at all satisfied 2 3 4 5 Very satisfied

71
Gaming Increases Over The Last Year

72
One-fifth of gamers starting playing on each platform within the last
year.
q109ab: When did you start playing games on each of the following? (Among those who play games on each platform)
35%
18%
37%
26%
20%
33%
21%
21%
23% 29%
23%
28%
21% 20% 20% 24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
On a computer
(Desktop/Laptop)
On a smartphone or
tablet
On a console Web/Browser
Experience playing games on each platform
10 or more years ago 4 to 9 years ago 1 to 3 years ago Within the last year

73
Reasons for beginning to play games within the last year are varied. Those 18-34
started playing games looking for entertainment and socialization.
18%
22%
24%
24%
28%
28%
29%
39%
31%
24%
27%
23%
33%
27%
37%
36%
20%
21%
22%
23%
28%
30%
31%
34%
0% 10% 20% 30% 40% 50%
I like socializing with others while I play games, for
example through chat
I had played games in the past and thought I would
start again
I like competing against others
One of my family members or friends encouraged me
More time available
COVID
Looking for more ways to be entertained
I like being challenged
Why did you start playing games within the last year
GenPop 18-34 35-54
q109ac: For the platform(s) that you started playing games on within the last year, why did you start playing? (Among those who
started playing games on at least 1 platform within the last year; N=468; Multiple response)

74
Two-thirds of those below 55 have increased the time spent playing video games
within the last year. Reasons for increases include having more time available and
trying to practice social distancing.
q109ad: Have you increased, decreased, or spent the same amount of time playing games within the last year? (Among those who
have been playing games on a platform for over a year; N=466) q109ae: What drove your increase in playing games within the last
year? (Among those who have increase the time they spend playing games; N=270; Multiple response)
29% 24% 21%
51%
14%
13%
12%
17%
58%
64% 66%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Time spent playing games in the last
year
Spent the same amount of time Decreased Increased
11%
13%
21%
24%
25%
30%
34%
43%
54%
0% 20% 40% 60%
I wanted to try new games
I like socializing with other
while I play games, such…
I like competing against
others
Someone I know
encouraged me to play
Contracted an illness
I like being challenged
Looking for more ways to be
entertained
Trying to practice social
distancing
More time available
Reasons for increase in playing
games
GenPop

75
New Higher Prices for Video Games

76
2 out of 5 would buy a few less games if price was increased.
q109ak: If the price were to be increased to $69 per game, to what degree do you think you would buy less games? (Among those
who play games on consoles; N=898) q109al: If the price were increased to $65 per game, to what degree do you think you would
buy more or less games? (Among those who play games on consoles; N=898)
36%
40%
24%
33%
38%
29%
0% 20% 40% 60%
None – I would buy the same number of games
that I usually buy
Some – I would buy a few less games
A lot – I would buy a lot less games
Purchase intent if game price increased
If game is priced $65
If game is priced $69

77
Games As A Service/Game Updates –
Console Games

78
Only 30% of console gamers say they are aware that games have a long lifetime.
Over two-thirds say it is important for games to have a long lifetime.
q109am: Have you noticed that many console games have a long lifetime and that they are frequently updated with new items and
elements that are added to the game? (Among those who play games on consoles; N=786; Those who said “Not sure” n=112)
q109ama: How important is it to you that console games have a long lifetime and that they are frequently updated with new items
and elements that are added to the game? (Among those who play games on consoles; N=898)
4%
4%
23%
26%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop
Importance of long life for console
games
69%
Important
70%
30%
Yes No
Awareness of games having a long
lifetime

79
Only 30% of console gamers say they play games longer or more often because of
updates. Only one-quarter say they spend more in-game as a result of game updates.
q109an: Because games are often updated with new items and elements that give the game a long lifetime, do you find that you play
the game longer or more often? (Among those who play games on consoles; N=757; Those who said “Not sure” n=141) q109ao:
Because games are often updated with new items and elements that give the game a long lifetime, do you find that you spend more
money buying items and virtual goods (if available)? (Among those who play games console games longer or more often; N=527)
70%
30%
Yes No
Play games longer because of
updates
74%
26%
Yes No
Spend more in-game because of
game updates

80
Game Subscriptions

81
About a quarter of those under 55 who play video games have a game subscription
wither Xbox or PlayStation game services. Only 1 in 10 subscribe to Twitch.
5%
9%
7%
7%
10%
21%
17%
26%
25%
43%
6%
9%
10%
11%
12%
22%
25%
27%
28%
36%
0% 10% 20% 30% 40% 50%
Uplay Plus
Google Play Pass
EA play
Apple Arcade
Twitch Prime (included with Amazon Prime)
Xbox Live (allows ability to play Xbox online)
PlayStation Plus (allows ability to play PlayStation
online)
PlayStation Now (allows access to a library of games)
Xbox Game Pass (allows access to a library of games)
I do not have a game subscription service
Game service subscriptions
18-34 35-54
q109e: Which of the following video game subscription services do you subscribe to? (Among those who play games on any
platform; N=1,330; Those who said “Not sure” n=136; Multiple response)

82
Just under half of those that subscribe to a gaming subscription service say they are
motivated by the variety of games they can play, or by a specific game they would
like to play.
14%
22%
44%
47%
48%
0% 10% 20% 30% 40% 50%
The subscription was included as part of another
purchase or promotion
I received the subscription as a gift
To be able to play a specific game, or a few specific
games that are made available
To always have a variety of games available to play
To be able to easily try lots of different types of games
Motivation to subscribe to a gaming service
GenPop
q109f: You said that you subscribe to one or more game subscription service. Which of the following describe your motivation to
subscribe to these services? (Among those who subscribe to a gaming service; N=763; Multiple response)

83
Are Your Friends And Family Receptive To
Your Gaming Interests?

84
40% of friends and family are receptive to the gaming interests of gamers.
q109ga: How receptive are your friends and family when you share your gaming interests? (Among those who play games on at
least one platform; N=1,466)
20% 21%
11% 12%
25%
28%
19%
19%
24% 21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Friends Family
How receptive friends and family are to gaming interests
1 Not receptive at all 2 3 4 5 Very receptive
43%
Receptive
40%
Receptive

85
Mobile Games Equal Console Games In
Hours Of Play

86
Time spent mobile gaming is approaching the same amount of time
gamers spend playing on consoles.
30%
21% 22%
34%
35%
39% 35%
34%
18%
23% 24%
20%
16% 17% 19%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Computer
(Desktop/Laptop)
Smartphone or
tablet
Console Web/Browser
games
Hours playing games per week by platform
< 1 hour 1-5 hours 6-9 hours > 10 hours
q119a: How many hours per week do you spend playing games on the following? (Among those who play games once a week or
more often; Computer N=1,034; Mobile N=1,231; Console N=863; Web games N=807; all those who said “don’t know” not included
in base)

87
Mobile Gamers’ Devices

88
18-34 mobile gamers are more likely to be found on iPhones than the
rest of the country.
1%
3%
6%
9%
11%
19%
30%
37%
61%
2%
2%
3%
7%
7%
21%
30%
40%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other tablet
Other mobile phone
Blackberry
Windows phone/tablet
IPod Touch
Android tablet
iPad
Android smartphone
iPhone
Mobile devices used to play video games
GenPop 18-34
q112: Which of the following mobile devices do you personally use to play games? (Among those who play mobile games; N=1,278;
Multiple response)
iPhone use by age
18-34 iPhone use: 61%
35-54 iPhone use: 46%
55+ iPhone use: 38%

89
Game device preference parallels game device use.
1%
2%
1%
7%
10%
27%
50%
1%
1%
2%
10%
15%
30%
39%
0% 20% 40% 60%
Windows phone/tablet
IPod Touch
Other tablet
Android tablet
iPad
Android smartphone
iPhone
Preferred mobile devices used to play videogames
GenPop 18-34
q113: Which of these is your preferred mobile device that you use to play videogames most often? (Among those who play mobile
games; N=1,278)

90
Mobile Game Downloads

91
U.S. Gamers are downloading on average 3 free mobile games per
month.
q114a: How many games have you downloaded for free on your smartphone or tablet within the past month? (Among those who play
mobile games; N=1,278)
6%
6%
59%
29%
6%
9%
67%
19%
5%
6%
55%
34%
0% 20% 40% 60% 80%
11 or more
6 to 10
1 to 5
None
Games downloaded for free in last month for mobile
GenPop 18-34 35-54
Avg. # of free mobile games
Downloaded in last month
18-34: 4.1
35-54: 3.9
GenPop: 3.2

92
Most people find new mobile games in the app store, or from friends or family.
Digital advertisements and YouTube are strong secondary sources
q115b: How do you find out about new mobile games you are interested in? (Among those who play games on a mobile device;
7%
7%
10%
11%
16%
17%
20%
21%
21%
24%
39%
41%
0% 10% 20% 30% 40% 50%
See them on Snapchat
Research them on gaming sites
See them on TikTok
Search the internet
On social media accounts I follow
See them on Facebook
Through advertisements on TV
Through in-app advertisements
See them on YouTube
Through online advertisements
From friends or family
In the app store for my mobile device
Source for finding new mobile games
GenPop

93
Mobile Game Genres

94
Candy Crush, CoD, and Pokémon GO are the most frequently
mentioned games played within the last year among titles tested.
q117: Which of the following smartphone and tablet games have you played within the last year? (Among those who play mobile
games; N=1,278; Multiple response)
6%
6%
6%
6%
6%
6%
7%
8%
10%
11%
11%
13%
13%
15%
20%
21%
36%
0% 10% 20% 30% 40%
JPCG: Spin Free Casino Slots
MARVEL SF – Squad RPG
Cash Frenzy Casino
Fishdom
Slotomania Free Slots
POP! Slots
Toon Blast
Roblox
Homescapes
Coin Master
Gardenscapes
Bingo Blitz – Bingo Games
Clash of Clans
Pokémon GO
Candy Crush Soda Saga
Call of Duty: Mobile
Candy Crush Saga
GenPop
Mobile games played within the last year
25%
2%
2%
3%
3%
3%
4%
4%
4%
4%
4%
5%
5%
5%
0% 10% 20% 30% 40%
None of these
Lords Mobile Kingdom Wars
Last Shelter: Survival
Top War: Battle Game
The Seven Deadly Sins: Grand…
Garena Free Fire – The Cobra
Genshin Impact
Star Trek Fleet Command
State of Survival: Survive the…
RAID: Shadow Legends
Rise of Kingdoms: Lost Crusade
Empires & Puzzles: Epic Match 3
Project Makeover
Merge Dragons!
GenPop

95
The most popular mobile titles have the most reported in-game purchases. Only half of mobile
gamers in the U.S. make in-game purchases.
q117a: In which of these games have you bought in-game/in-app virtual goods such as game add-ons, extra characters, clothing and
accessories, map packs, or weapon packs? (Among those who play mobile games; N=1,278; Multiple response)
2%
2%
2%
2%
2%
3%
3%
3%
3%
4%
5%
6%
7%
8%
8%
14%
14%
0% 10% 20% 30% 40% 50%
Genshin Impact
Merge Dragons!
POP! Slots
State of Survival
Top War: Battle Game
Cash Frenzy Casino
Homescapes
MARVEL SF – Squad RPG
Gardenscapes
Roblox
Coin Master
Bingo Blitz – Bingo Games
Pokémon GO
Candy Crush Soda Saga
Clash of Clans
Call of Duty: Mobile
Candy Crush Saga
GenPop
In-game purchases made by mobile game title
48%
1%
1%
1%
1%
1%
1%
2%
2%
2%
2%
2%
2%
2%
0% 10% 20% 30% 40% 50%
None of these
Rise of Kingdoms: Lost Crusade
Garena Free Fire – The Cobra
RAID: Shadow Legends
Lords Mobile Kingdom Wars
The 7 Deadly Sins: Grand Cross
Last Shelter: Survival
Empires & Puzzles: Epic Match 3
Toon Blast
JPCG: Spin Free Casino Slots
Star Trek Fleet Command
Fishdom
Slotomania Free Slots
Project Makeover
GenPop

96
Puzzle games, simulators, and games of skill and chance are the most popular
mobile game genres in the U.S. among those who have ever played them.
13%
14%
15%
15%
16%
18%
19%
20%
23%
23%
24%
27%
32%
35%
43%
0% 10% 20% 30% 40% 50%
Music games
Sports games
Action builder games
Non-casino skill & chance games
General arcade games
Shooter games
Racing games
Action games
City builder games
Casino, board games, & card - Skill
Casino, board games, & card - Chance
Farm sim/island builder games
Physics puzzle games
Brain puzzle games
Matching puzzle games
GenPop
q116: Which of the following game types or genres have you ever played on a smartphone or tablet device? (Among those who play
mobile games; N=1,278; Multiple response)
Game genres ever played on mobile
4%
6%
7%
7%
9%
9%
10%
12%
12%
12%
12%
13%
0% 10% 20% 30% 40% 50%
IO Games
General strategy games
Idle Games
Hyper Casual
Social RPG/card battle games
Real-Time mobile combat games
Combat city builder games
Role playing games
Life/Pet simulation games
Fighting games
Endless runner games
Management games
GenPop

97
Puzzle games, simulators, and games of skill and chance are the
current most popular mobile game genres in the U.S.
7%
7%
8%
8%
9%
11%
11%
13%
13%
13%
14%
14%
23%
29%
0% 5% 10% 15% 20% 25% 30%
Role playing games
Sports games
Shooter games
Racing games
Action games
City builder games
Casino, board games, & card - Skill
Casino, board games, & card - Chance
Brain puzzle games
GenPop
q116aa: Which of the following game types or genres have you played within the last 30 days on a smartphone or tablet device?
(Among those who have ever played at least one mobile game genre; N=1,152; Multiple response)
Game genres played within the last 30 days on mobile
0%
1%
2%
3%
3%
3%
3%
5%
5%
5%
5%
5%
5%
0% 5% 10% 15% 20% 25% 30%
IO Games
Hyper Casual
Idle Games
Management games
Fighting games
Music games
GenPop

98
Puzzle games, and games of chance are the most frequently
mentioned favorites for mobile game genre.
3%
3%
3%
3%
4%
4%
6%
6%
6%
6%
7%
12%
17%
0% 5% 10% 15% 20%
Shooter games
Sports games
Role playing games
Action games
City builder games
Casino, board games, and card games – Skill
Racing games
Casino, board games, and card games – Chance
Brain puzzle games
GenPop
q116aba: Which of the following game type or genre is your favorite to play on a smartphone or tablet device? (Among those who
have ever played at least one mobile game genre; N=1,152)
Favorite mobile game genre
All other genres
mentioned by less
than 3%

99
Three-quarter or more of players that play shooter, real-time combat, or racing
games on mobile are likely to continue playing in the next 6 months.
q116asuma: How likely or unlikely are you to play these types of games on a smartphone or tablet device in the next 6 months?
(Among those who have ever played each genre on a mobile device)
67%
67%
68%
70%
70%
71%
71%
71%
72%
73%
74%
75%
76%
77%
60% 65% 70% 75% 80%
Casino, board games, & card – Skill
Brain puzzle games
Fighting games
Sports games
Action games
Role playing games
Shooter games
Racing games
GenPop
Likely to play within the next 6 months
Top 2 % (Rated 4 or 5=Very likely)
49%
51%
53%
58%
59%
59%
60%
62%
62%
64%
65%
67%
67%
0% 20% 40% 60% 80%
Hyper Casual
Idle Games
Music games
IO Games
City builder games
Management games
Casino, board games, & card –
Chance
GenPop

100
Most mobile gamers don’t want to play games from other genres they
haven’t tried in the past.
2%
2%
2%
2%
2%
2%
2%
2%
3%
3%
3%
3%
3%
3%
4%
4%
5%
7%
7%
7%
29%
0% 10% 20% 30%
Sports games
Music games
Role playing games
Management games
Shooter games
City builder games
Racing games
Fighting games
Action games
Brain puzzle games
None of these
GenPop
q116b: Here is a list of all of the types of games you currently do not play on smartphone or tablet devices. If you had to pick one
genre that you would play in the future, which one would it be? (Among those who have ever played at least one mobile game genre;
N=1,152)
Mobile game genre preference among those
genres not currently played
All other genres
mentioned by less
than 2%

101
Puzzle games are the most frequently mentioned mobile game
genres. 12% say there is no genre listed that is their favorite.
2%
2%
2%
2%
2%
2%
2%
3%
3%
4%
4%
4%
5%
5%
5%
6%
6%
11%
12%
13%
0% 5% 10% 15% 20% 25% 30%
Fighting games
Management games
Action games
Role playing games
Racing games
Sports games
Shooter games
City builder games
Brain puzzle games
None of these
GenPop
q111f: Which of the following types of mobile games describes your current favorite type, or genre of games? (Among those who play
mobile games; N=1,278)
Current favorite genre of mobile game
All other genres
mentioned by less
than 2%

102
Three-quarters of mobile gamers find that their current favorite mobile game is
similar to those they have played in the past as well as popular.
q111g: Is your current favorite mobile game similar or different from other games you have played in the past? (Among those who
play mobile games; N=1,278) q111h: Do you think your current favorite mobile game is well-known, popular, or played by many other
people? (Among those who play mobile games; N=1,278)
74%
26%
Similar Different
Is current favorite mobile game
similar or different from games
played in past?
75%
25%
Yes No
Is your current favorite mobile game
popular?

103
Two-thirds of mobile gamers expect their next game to be similar to their current
favorite.
q111i: How likely or unlikely are you to always play games that are similar to your current favorite mobile game? (Among those who
play mobile games; N=1,278) q111j: Do you expect your next favorite mobile game to be similar or different than your current favorite
mobile game? (Among those who play mobile games; N=959; Those who said “don’t know” n=319)
4%
3%
28%
28%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop
Likelihood to play mobile games similar
to favorite
1 Not at all likely 2 3 4 5 Very likely
65%
Likely
67%
33%
Similar Different
Will next mobile game be similar or
different from current favorite?
Be under 55+
Have kids in household
Be non-Caucasian
Have lower income (Below $35K/year)
Those who want different games are
more likely to:

104
Puzzle games, and simulators are the most frequently mentioned mobile game types
that gamers think they will play in the future.
q111k: What type of mobile games do you think you will play in the future? (Among those who play mobile games; N=1,278; Multiple
response)
10%
11%
11%
12%
12%
13%
13%
13%
16%
16%
18%
19%
20%
28%
31%
0% 10% 20% 30% 40%
Sports games
Shooter games
Role playing games
Action games
Racing games
None of these
Casino, board, & card – Chance
Casino, board, & card – Skill
City builder games
Brain puzzle games
GenPop
Mobile game types anticipated to play in the future
3%
5%
5%
6%
6%
7%
7%
8%
8%
8%
9%
9%
9%
0% 10% 20% 30% 40%
IO Games
Hyper Casual
Idle Games
Management games
Music games
Fighting games
GenPop

105
Being a game from a specific genre that a mobile gamer enjoys, is important to 3 out of 5
mobile gamers. More than half say it is important for a game to be similar to the types of games
they have enjoyed before. Popularity of title is important to 2 out of 5.
q111la: How important or unimportant are the following in terms of the mobile games you play? (Among those who play mobile
games; N=1,278)
27%
11% 11%
10%
6% 6%
24%
23%
29%
16%
28%
27%
23%
32% 28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The game is popular and
played by many others
The game is from a specific
game genre I enjoy
I have played similar types of
games before
Importance of the following in terms of mobile game play
39%
Important
60%
Important
55%
Important

106
Word of mouth and app store content are the biggest motivators for having a mobile
gamer try a different type of game. Most haven’t been surprised with new games.
q111m: What would motivate you to try a new type or genre of mobile game that you are unfamiliar with? (Among those who play
mobile games; N=1,096; Those who said “Nothing” n=182; Multiple response) q111n: Have you played any mobile games within the
last 3 months that surprised you in a good way? (Among those who play mobile games; N=1,278)
38%
62%
Yes No
Any mobile games that surprised
you in a good way within the last 3
months?
12%
16%
22%
24%
24%
25%
30%
34%
51%
0% 20% 40% 60%
The game was very popular or
downloaded frequently
The game looked different than other
games I play
The game is based on a movie, TV show,
book, or music that I am a fan of
If the game offered the opportunity to win
prizes and rewards in the real world
The theme of the new game is something
I like a lot e.g. fantasy, farming, pets, etc.
The game looked new or innovative
An ad for it popped up in another game
and it looked appealing
The app store content (video/game
description) looked appealing
A friend or family member recommended
I try it
GenPop
Motivation to try new type of game

107
Action, adventure, and strategy are very appealing to mobile gamers
under 35.
10%
16%
10%
16%
21%
19%
20%
24%
32%
41%
41%
36%
11%
11%
13%
17%
20%
20%
25%
26%
26%
32%
34%
37%
0% 10% 20% 30% 40% 50%
None of these
Town/Farm/City builder
Slots
Trivia
Hidden object games
Match 3 games
Word Games
Cards
Strategy games
Adventure
Action
Puzzles
Most popular combined video game elements
GenPop 18-34
q118: If a company were making a new mobile game using elements from various other games, which of these elements would you
most like to see put together into one game? (Among those who play mobile games; N=1,278; Multiple response)

108
Cross-Platform Game Play

109
Half of gamers in the U.S. are interested in a game that can be played across
multiple devices. Those below 35 years old, even more so.
q118d: How interested or uninterested are you in games that can be played across a number of different gaming devices, such as
your smartphone, tablet, desktop/laptop, web/browser, or console? (Among those who play games on at least one platform;
N=1,466)
16%
9% 11%
8%
6% 5%
26%
23%
29%
21%
27%
21%
29%
35% 34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Interest in games that can be played across multiple devices
50%
Interested
62% 55%
Interested
Interested

110
Virtual Goods/In-App Purchases

111
One-third or more of gamers make digital goods purchases once a week or more often on
digital/virtual goods.
q120a: How often do you purchase virtual/digital goods for games on the following? (Among those who play games on each
platform; Computer N=1,078; Mobile N=1,278; Console N=898; Web games N=871)
39% 41%
28%
33%
13%
14%
16%
16%
13%
12%
18%
15%
15%
19%
22% 20%
19%
13% 16% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Computer (desktop or
laptop)
Smartphone or tablet Console Web/Browser
Frequency of making digital/virtual goods purchases in games
35%
Once a
week or
more
often
32%
Once a
week or
more
often
38%
Once a
week or
more
often
36%
Once a
week or
more
often

112
Average in-game spend is highest in the console market with gamers
spending on average $84 per year.
q111: In the last 12 months, how much did you spend in total on in-game/app purchases in games on the following? (Among those
make purchases on each platform; Computer N=638; Mobile N=726; Console N=620; Web games N=559; Those who said “Not
sure” not included in base)
14% 11%
6%
17%
26%
51%
33%
42%
41%
22%
40%
21%
7%
6%
8% 9%
12% 10% 12% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
laptop)
Total annual in-game spend
$0 $1-$29 $30-$99 $100-$199 $200 or more
$71
Average
$61
Average
$84
Average
$62
Average

113
Two-thirds of in-game purchasers are satisfied with the goods they have received regardless of
gaming platform.
q142a: How satisfied are you overall with the virtual/digital goods you bought in the following types of games? (Among those who
make purchases in games on each platform; Computer N=662; Mobile N=755; Console N=643; Web games N=584)
7% 5% 4% 3%
5% 7% 6% 11%
22% 24% 24% 18%
33% 30% 37% 38%
33% 34%
29% 30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
laptop)
Satisfaction with in-game purchases
1 Not at all satisfied 2 3 4 5 Very satisfied
66%
Satisfied
64%
Satisfied
66%
Satisfied
68%
Satisfied

114
Game purchases will increase by 28% or more within the next year on all platforms.
q143a: Do you intend to buy more, less, or the same amount of virtual/digital goods in the following types of games in the next year?
(Among those who make purchases in games on each platform; Computer N=662; Mobile N=755; Console N=643; Web games
N=584)
24%
36%
25%
31%
36%
33%
35%
41%
41%
31%
40%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
laptop)
Purchase volume of virtual/digital goods within the next year
Less The same More

115
Amazon and Twitch

116
59%
31%
52%
41%
69%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Twitch awareness
No Yes
Over two thirds of those under the age of 35 are aware of Twitch. Almost half of
those 35-54 are also aware of Twitch. Only 13% of those 55+ are aware of Twitch.
q26: Are you aware of Twitch, the gaming oriented live streaming service available for free on the Internet? (N=1,903; Those who
said “not sure” n=98)

117
37%
29% 32%
7%
9% 7%
9%
10% 8%
26% 30% 27%
21% 21% 26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
How often those aware use Twitch
Never Less than once a month Once a month or a few times a month Once or a few times a week Daily
Half those under 55 who are aware of Twitch use it once or more
often a week.
q27: How often do you use Twitch? (Among those aware of Twitch; N=776)
51% 53%
47%
Use 1 or more
times per week
Use 1 or more
times per week
Use 1 or more
times per week

118
43%
34% 37%
56%
57%
66% 63%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Amazon Prime membership by age
No Yes
3 out of 5 Americans under the age of 55 have an Amazon Prime
membership. Two-thirds of those 18-34 have a membership.
q30: Are you a member of the Amazon Prime service? (N=1,952; Those who said “Not sure” n=49)

119
4 out of 5 use their Amazon subscription to watch videos.
q66: Do you use your Amazon Prime subscription to watch video? (Among those who subscribe to Amazon; N=1,092)
17%
83%
0% 20% 40% 60% 80% 100%
No
Yes
Use Amazon subscription to watch video
GenPop

120
Older members are more likely to use Amazon Prime for free
shipping while younger users use membership for video & music.
q31: Which of the following do you use? (Among those who have Amazon Prime memberships; N=1,104; Multiple response)
2%
14%
2%
11%
26%
66%
92%
2%
14%
18%
26%
41%
72%
84%
1%
14%
27%
24%
35%
75%
83%
0% 20% 40% 60% 80% 100%
None of these
Prime Reading
Twitch Prime
Amazon Photos
Prime Music
Prime Video
Amazon Prime for free shipping
Membership feature usage by age
18-34 35-54 55+

121
Unity

122
Just over one-quarter of adults in the U.S. are aware of Unity.
Awareness is driven by those under 55.
q38: Do you know of the company, Unity, that makes software for designing games? (Among those who play games on any platform
N=1,325; Those who said “Don’t know” N=141)
72%
60%
66%
95%
28%
40%
34%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Awareness of Unity
No Yes

123
Three-quarters are more interested in playing the game if they know it
came from Unity.
q39: If you know that a game was designed on the Unity software/game engine, does that make you...? (Among those who play
games and are aware of Unity; N=369)
19% 23%
11%
7%
6%
6%
74% 71%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Unity brand association with interest in playing game
No impact Less interested in playing the game More interested in playing the game

124
Sports Gambling and Fantasy Sports

125
The majority of Americans driven by those under 55 feel that gambling should be
legal in their state. 37% of those 35-54 gamble on sports versus 42% of those 18-34.
q179a: Do you think online sports gambling should be legalized in your State, if it is not already? (N=1,313; Those who said “no
opinion” n=688) q179b: How often do you bet real money on real sports? (N=2,001)
54%
46%
Yes No
Should sports gambling be allowed
in your state?
18-34 60%
35-54 59%
55+ 44%
“Yes” by age
58%
63%
87%
6%
8%
9%
6%
3%
1%
8%
6%
11% 11%
11% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-34 35-54 55+
Frequency of betting real money
on real sports
Daily 1 to 6 times per week
2 to 3 times a month 1 time per month
Less often than one time per month Never

126
10%
18%
25%
29%
32%
40%
51%
0% 20% 40% 60%
Action Network
PointsBet
Barstool Bets
William Hill
Betstar
FanDuel
DraftKings
Sports betting services used
GenPop
Just under 1 in 5 Americans have made a bet online for real money on sports. Most
have used DraftKings or FanDuel.
q180: Have you ever made a bet online for real money on real sports? (N=1,849; Those who said “Not sure” n=152) q181: Which of
the following online sports betting services have you used? (Among those who have bet on sports online; N=331)
18%
82%
Yes No
Have made a bet online for real
money on real sports
18-34 60%
35-54 59%
55+ 44%
“Yes” by age

127
Just under a third of those 18 to 54 are likely to make a bet online for real money on
sports. Those 55+ are very unlikely to place a bet.
q182: How likely are you to bet online for real money on sports in the future? (N=2,001)
46%
52%
85%
9%
8%
6%
14%
12%
5%
12% 9%
2%
19% 20%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-34 35-54 55+
Likelihood to bet online for real money on sports
1 Not at all likely 2 3 4 5 Very likely
31%
Likely
29%
Likely
4%
Likely

128
Just about 1 in 5 Americans play fantasy sports. 72% of those that do play once a
week or more often.
q183: Do you participate in any sort of fantasy sports? (N=1,889; Those who said “Not sure” n=112) q184: How often do you play daily
fantasy sports for real money? (Among those who participate in fantasy sports; N=348)
18%
82%
Yes No
Participate in fantasy sports
18-34 29%
35-54 26%
55+ 3%
“Yes” by age
8%
11%
9%
14%
30%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop
Frequency of playing fantasy sports
Never Less than once a month
1 to 3 times a month Once a week
A few times a week Daily
72%
Once a week
or more

129
7%
58%
62%
0% 20% 40% 60% 80%
Other
FanDuel
DraftKings
Have played daily fantasy sports on
GenPop
Fans are also playing daily fantasy sports on DraftKings or FanDuel. 4 out of 5 plan
to keep playing into the future.
q185: On which of the following have you ever played daily fantasy sports for real money? (Among those who have played daily
fantasy sports for real money; N=321; Multiple response) q186: How likely are you to play daily fantasy sports for money in the future?
(Among those who participate in fantasy sports; N=348)
8%
4%
9%
22%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop
Likelihood to play daily fantasy sports
for real money in the future
1 Not at all likely% 2 3 4 5 Very likely
79%
Likely

130
eSports

131
Over half of Americans have heard of eSports. Those that haven’t do not express an
initial interest in learning more about it.
q121: Have you ever heard of esports? (N=1,832; Those who said “not sure” n=169) q122: You said that you have never heard of
esports. How interested are you in learning more about esports within the next 6 months? (Among those who have never heard of
eSports; N=964)
66%
8%
16%
6%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop
Non-aware interest in learning more
about eSports
10%
Interested
57%
43%
Yes No
Heard of eSports

132
1 in 5 of those who have heard of eSports watched them either in person or remotely
before COVID.
q123: How often did you attend esports games in person before COVID? (Among those who have heard of eSports; N=1,037) q124:
How often did you watch esports games remotely, not attending in person, before COVID? (Among those who have heard of
eSports; N=1,037)
67%
4%
3%
6%
10%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Frequency of attending eSports in
person before COVID
Never Several times a year Once a month
A few times a month Once a week Several times a week
59%
6%
4%
8%
10%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Frequency of watching eSports before
COVID
20%
Once per week
or more often
22%
Once per week
or more often

133
eSports fans are watching just as frequently as they were before COVID. The
majority are watching on TV either through a streaming service or cable provider.
q124b: How often do you watch esports games remotely now? (Among those who have heard of eSports; N=1,037) q124d: What do
you use to watch eSports? (Among those who currently watch eSports remotely; N=414; Multiple response)
60%
5%
5%
8%
9%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Current frequency of watching
eSports remotely
22%
Once per week
or more often
39%
51%
59%
0% 20% 40% 60%
Watch on a computer,
Watch on TV through cable
provider
Watch on TV though streaming
service
GenPop
Access to eSports

134
On average eSports fans spend $372 on eSports annually. They also spend on
average 21 hours a month watching.
q124e: How much money do you spend on eSports per year? (Among those who currently watch eSports remotely; N=414) q124f:
How much time on average do you spend watching eSports on a monthly basis? (Among those who currently watch eSports
remotely; N=414)
7%
30%
17%
19%
8%
18%
0% 20% 40% 60%
More than $1,000
$200-$999
$100-$199
$25-$99
$1-$24
Nothing
GenPop
Money spent on eSports annually
$372
Average
13%
6%
13%
18%
22%
19%
7%
2%
0% 20% 40% 60%
40 or more hours
30-39 hours
20-29 hours
10-19 hours
5-9 hours
2-4 hours
1 hour
Less than 1 hour
GenPop
Time spent per month watching eSports
21.5 hours
Average

135
Augmented Reality

136
More than half of Americans are aware of virtual reality, artificial intelligence, or
cryptocurrency. People are significantly more likely to be aware of these concepts
today than a year ago.
q172: Have you heard of the following terms or concepts before? (N=2,001; Multiple response)
28%
17%
30%
46%
56%
58%
22%
24%
38%
54%
61%
63%
0% 20% 40% 60% 80%
None of the above
Blockchain
Augmented reality
Cryptocurrency
Artificial intelligence
Virtual reality
Concept awareness
GenPop 2021 GenPop 2020
GenPop: 24%
18-34 27%
35-54 25%
55+ 21%
Awareness of blockchain
technology by age.
Virtual reality 69%
Artificial intelligence 69%
Cryptocurrency 62%
Awareness is significantly higher
for the following among those 55+

137
Those 18-34 are driving the bulk of the interest in virtual and
augmented reality technology.
q175: How interested are you in virtual reality? (Among those who have heard of virtual reality; N=1,257) q176: How interested are you in
augmented reality? (Among those who have heard of augmented reality; N=766)
37%
16%
28%
11%
7%
9%
20%
23%
18%
14%
20%
16%
19%
33% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Interest in virtual reality
32%
16%
29%
10%
10%
9%
25%
23%
23%
13%
21%
13%
20%
31% 27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Interest in augmented reality

138
Only a quarter of those who have heard of augmented reality say they
are knowledgeable about it, 38% of those under 35.
q176b: To what extent are you knowledgeable about augmented reality? (Among those who have heard of augmented reality; N=766)
28%
16%
23%
27%
19%
24%
21%
27%
21%
11%
17%
12%
14%
21% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Extent of augmented reality knowledge
1 Have no knoledge 2 3 4 5 Very knowledgable
25%
Knowle-
dgeable Knowle-
dgeable
Knowle-
dgeable
38%
31%

139
Three-quarters of Americans who have heard of augmented reality are unaware of
any brands. Just 33% would be willing to wear the technology. 52% under 35 would
be willing to wear the glasses for an AR gaming experience.
q176c: (Read AR text definition) Which of these AR smart glasses brands are you familiar with? (Among those who have heard of
augmented reality; N=766); Multiple response) q176d: Would you wear augmented reality smart glasses in public for outdoor AR
gaming? (Among those who have heard of augmented reality; N=616; Those that said “Not sure” n=150)
17%
11%
10%
75%
0% 20% 40% 60% 80%
Hololens
Magic Leap
Nreal
None of these
AR smart glasses brands aware of
GenPop
33%
67%
Yes No
Would you wear augmented reality
glasses in public for outdoor AR
gaming?
18-34 52%
35-54 37%
55+ 10%
“Yes” by age

140
The look of AR glasses is not as important as the cost, comfort, or the game content.
q176f: How important or unimportant would the following be to you if you were to consider purchasing augmented reality glasses?
(Among those who would or would maybe wear AR glasses; N=355)
5% 8%
3% 3%
1%
7%
1% 1%
10%
24%
10% 12%
19%
25%
25%
30%
64%
36%
61%
54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The cost of the glasses The glasses looking
socially acceptable
The glasses being
comfortable to wear
The glasses offered
great content to play
Importance when considering purchasing AR glasses
83%
Important
61%
86% 84%
Important
Important Important

141
Those who would wear AR glasses for gaming would pay on average $303 for
glasses. Gaming content trumps the look of the glasses.
q176g: How much would expect to pay for AR smart glasses, which allowed you to play games outside? (Among those who would or
would maybe wear AR glasses; N=355) q176h: If you could buy one of the following outdoor gaming smart glasses, which would you
buy? (Among those who would or would maybe wear AR glasses; N=355)
3%
9%
11%
15%
10%
25%
8%
3%
14%
0% 10% 20% 30%
$0
$1-$49
$50-$99
$100-$149
$150-$199
$200-$299
$300-$399
$400-$499
$500 or more
Spend expectation for AR gaming glasses
GenPop
$303
Average
10%
15%
23%
52%
0% 20% 40% 60%
The cheapest one,
even if the content and
aesthetics weren’t that
great
None
The most fashionable
one, even if the content
wasn’t very good
The one with best
gaming content, even
though it doesn’t look
that cool
Which glasses would you buy?
GenPop

142
Those interested in wearing AR glasses would most likely buy them from a gaming
brand rather than a boutique brand, or top eyeglass brand.
q176i: If you were to buy outdoor gaming smart glasses, which of the following type of brand would you choose to buy from? (Among
those who would or would maybe wear AR glasses; N=355)
10%
13%
27%
49%
0% 20% 40% 60%
A high fashion brand e.g. Gucci, Louis
Vuitton
A glasses brand e.g. Rayban, Warby Parker
A sports brand e.g. Nike, Adidas
A gaming brand e.g. Nintendo, Sony
Which type of brand would you purchase AR glasses from?
GenPop

143
AR Games On Smartphone

144
Half of those below the age of 55 who play games on their phone, are interested in
playing an augmented reality game on their phone. 34% are very interested.
q193: How interested are you in playing a game on your phone that interacts with the real world (Augmented Reality) and use your
actual physical location in the game (Geo-location game)? (Among those who play games on their smartphone at least once a week
N=630; Those who said “Not sure” n=47)
12%
20%
62%
5%
8%
11%
28%
22%
16%
21%
19%
4%
34% 31%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-34 35-54 55+
Interest in playing an augmented reality game on their phone
1 Not interested at all 2 3 4 5 Very interested
55%
Interested
50%
Interested
10%
Interested

145
In-game Advertising

146
About a third of gamers are comfortable with being advertised to
during their games.
q109bi: How would you rate your level of comfort with the following?(Among those who play games on at least 1 platform; N=1,466)
23% 23% 28% 30%
14% 15%
14% 14%
28% 27%
26% 24%
16% 16% 16% 15%
18% 18% 17% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Seeing banner/billboards
ads in your games, which
do not block your game play
Seeing ads in your games,
which do not block your
game play
Seeing video ads in your
games, which do not block
your game play
Hearing audio
advertisements in your
games, which do not block
your game play
Level of comfort with advertisements in games
1 Not at all comfortable 2 3 4 5 Very comfortable
34%
Comfortable
34%
Comfortable
33%
Comfortable
32%
Comfortable

147
Discovery of Mobile Games And Apps Is A
Challenge

148
Only half of those under the age of 55 have an easy time finding new mobile apps or
games suggesting room for improvement across all age markets.
q203: In general, thinking about mobile games, how easy or difficult is it to discover apps and games that you would like to use or
play? (Among those who play games on their phone; N=1,736)
4% 8%
21%
6%
4%
8%
32%
34%
42%
25%
22%
13%
33% 32%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-34 35-54 55+
Ease of finding new apps or games to play on mobile
1 Very difficult 2 3 4 5 Very easy
58%
Easy
54%
Easy
29%
Easy

149
Connected TV Games

150
A little under half of adults below the age of 55 play non-console games through
their television. Only 7% of the 55+ market plays non-console games on TV.
q11a: Do you ever play non-console video games on your television such as those you can play on your television with apps or
through a browser? (Among those who have a smart TV or streaming device; N=1,343; Multiple response)
35%
65%
7%
93%
44%
56%
49%
51%
0% 20% 40% 60% 80% 100%
Yes
No
Play Non-Console Games on Television
18-34 35-54 55+ GenPop

151
4% 3% 5%
2% 3% 1%
10% 7% 11%
14% 14%
14%
39%
35%
44%
31%
39%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54
Frequency of Playing Non-Console Games On TV
Less than once per month Once per month
A few times per month Once per week
2 to 6 times per week Daily
4 out of 5 below the age of 55 that play non-console games on their
television, play at least once per week if not more often.
q11b: How often do you play non-console video games on your television through apps or your browser? (Among those who play
non-console video games on their television; N=465)
87% 84%
84%
Play 1 or more
times per week
Play 1 or more
times per week
Play 1 or more
times per week

152
Interest in playing non-console games on TV comes from the under 55 market.
Interest is driven by males, and those with kids in household. 18-34 most interested.
q11c: How would you rate your level of interest in playing non-console games on your television? (Among those who have a smart
TV or streaming device; N=1,343)
34%
17%
24%
66%
9%
9%
11%
8%
18%
19%
20%
15%
14%
19%
16%
6%
24%
36%
29%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34 35-54 55+
Level of interest in playing non-console games on television

153
Screen Fatigue

154
Half of Americans below the age of 55 are feeling screen fatigued. Only 1 in 5 of those
55+ are feeling fatigued.
q186e: In general, to what extent do you agree or disagree that you have “screen fatigue” and you are tired of looking at the various
screens you use all day for work, school, and/or personal interest? (N=2,001)
14% 15%
27%
7%
11%
14%
28%
27%
39%
21%
21%
13%
29% 26%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-34 35-54 55+
Agreement in feeling screen fatigued
1 Strongly disagree 2 3 4 5 Strongly agree
50%
Agree
47%
Agree 21%
Agree

155
Smartphones

156
0%
1%
8%
91%
2%
3%
18%
76%
4%
3%
20%
73%
0% 20% 40% 60% 80% 100%
4 or more
3
2
1
Number of smartphones owned or
used
18-34 35-54 55+
Those below 55 are more likely to have more than 1 phone. iPhones skew younger,
Android skews older.
q187: How many smartphones do you own or use? (Among those who use a smartphone regularly; N=1,736) q188: Which
smartphone is your primary smartphone? (Among those who use a smartphone regularly; N=1,736)
52%
48%
47%
52%
36%
64%
0% 20% 40% 60% 80%
Android phone, such as
Samsung, Google, etc.
iPhone
Primary smartphone
18-34 35-54 55+

157
8%
4%
12%
19%
18%
40%
0%
13%
12%
19%
22%
19%
15%
1%
21%
9%
19%
22%
17%
12%
0%
0% 10% 20% 30% 40% 50%
40 or more hours
30-39 hours
20-29 hours
10-19 hours
5-9 hours
1-4 hours
Less than 1 hour
Time spent per week using phone
18-34 35-54 55+
Those below the age of 35 spend on average 25 hours a week on their phones. Those
over 55 spend 13 hours a week on their phone.
q189: About how much time do you spend using your smartphone in a typical week? (Among those who use a smartphone regularly;
N=1,622; Those who said “Not sure” n=114)
Average by age
18-34 25Hrs
35-54 19Hrs
55+ 13Hrs

158
Those below the age of 35 are more likely to use social networks, listen to music,
watch video, and play games on their smartphones.
q190: Which of the following things do you do regularly (at least once per week) on your smartphone? (Among those who use a
smartphone regularly; N=1,736; Multiple response)
34%
25%
33%
52%
57%
42%
61%
57%
44%
29%
33%
37%
39%
40%
40%
46%
49%
50%
0% 20% 40% 60% 80%
Purchase products or
services
Get national news
Get local news
Play games
Watch video
Do online banking
Listen to music
Use social networks
Get weather information
GenPop 18-34
5%
15%
14%
19%
21%
18%
27%
35%
8%
9%
13%
14%
21%
21%
23%
28%
0% 20% 40% 60% 80%
None of these
Online dating
Read magazine content
Online investing
Get sports news/information
Read newspaper content
Research products/services
to buy offline
Research products/services
to buy online
GenPop 18-34
Done on smartphone at least once per week

159
Tablets

160
People in the U.S. are more likely to own an iPad rather than an
Android tablet. On average, they spend 14 hours on the tablet/week.
q14: Earlier you mentioned that you use a tablet. Which type of tablet(s) do you own or use? (Among those who use a tablet at least
once per week; N=977; Those who said “don’t know” n=15; Multiple response) q15: About how much time do you spend using your
tablet in a typical week? (Among those who use a tablet at least once per week; N=992)
7%
25%
16%
23%
24%
6%
0% 10% 20% 30%
40 or more hours
20-39 hours
11-19 hours
6-10 hours
2-5 hours
1 hour or less
Tablet Time Spent Per Week
GenPop
4%
16%
42%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Other
Windows tablet
Android tablet
iPad
Types of Tablets Owned
GenPop
Avg.
14.9 hours

161
43% have made a purchase on their tablet, and the average annual
spend is $465.
q16: Have you ever bought virtual/digital goods in games on your tablet? (Among those who use a tablet at least once per week;
N=959) q17: About how much did you spend in total on virtual/digital goods in games on your tablet in the last 12 months ? (Among
those who have bought digital/virtual goods on a tablet; N=344)
7%
7%
6%
11%
16%
25%
28%
0% 10% 20% 30%
$1-$10
$11-$24
$25-$49
$50-$99
$100-$199
$200-$499
$500 or more
Tablet Digital Virtual Goods Spend
GenPop
57%
43%
0% 20% 40% 60%
No
Yes
Ever Purchased Virtual/digital Goods
on Tablet
GenPop
Average:
$465

162
Music and Podcasts

163
YouTube and Spotify are the most subscribed to music subscription services driven
by those under the age of 35.
q218: To which music services, if any, do you currently subscribe? (N=2,001; Multiple response)
70%
1%
0%
4%
13%
10%
7%
6%
35%
5%
6%
21%
20%
25%
28%
28%
18%
9%
8%
27%
26%
24%
42%
37%
0% 20% 40% 60% 80%
None of these
SoundCloud
Tidal
Apple Music
Pandora
Amazon Music
Spotify
YouTube
Music services subscribed to
18-34 35-54 55+

164
48%
27%
10%
9%
4%
5%
5%
8%
8%
14%
13%
18%
11%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop 18-34
Frequency of listening to podcasts
Never Less often than once a month
Once a month Several times a month
Once a week Several times a week
Once a day or more
Half of those 18-34 listen to podcasts once a week or more often. The majority of
listeners use Spotify or Apple Podcasts.
q219: How often do you listen to podcasts? (N=2,001) q220: On which platforms do you listen to podcasts? (Among those who listen
to podcasts; 1,046; Multiple response)
33%
Once a week
or more often
50%
Once a week
or more often
0%
1%
6%
36%
26%
2%
8%
23%
41%
48%
5%
11%
25%
41%
52%
0% 20% 40% 60%
Wondery
Sticher
SoundCloud
Apple Podcasts
Spotify
Platforms used for podcast listening
18-34 35-54 55+

165
Sports

166
American football and baseball are aging out with the majority of fans of these team
sports leagues being over the age of 34.
1%
5%
7%
4%
2%
19%
19%
25%
13%
53%
67%
41%
7%
10%
10%
10%
11%
18%
18%
19%
33%
44%
51%
52%
11%
15%
12%
12%
10%
20%
15%
13%
28%
33%
41%
51%
0% 20% 40% 60% 80%
Field Hockey
Volleyball
Boxing
UFC/Mixed Martial Arts
Cricket
Tennis
Hockey
Golf
Soccer
Baseball
American Football
Basketball
Sports followed
18-34 35-54 55+
q120b: Which sports do you follow? (Among those who follow sports; N=1,304; Multiple response)

167
Those over the age of 34 still watch most of their sports content on TV. Those under
55 also access sports content through a computer or streaming service.
2%
13%
11%
9%
42%
45%
11%
16%
29%
30%
31%
44%
17%
16%
34%
37%
30%
33%
0% 10% 20% 30% 40% 50%
Listen to podcasts
Listen to the radio
Watch on TV though
streaming service
Watch on a computer,
I do not follow sports
Watch on TV through
cable provider
Sources for sports content
18-34 35-54 55+
q120a: In which of the following ways do you follow sports? (N=2,001; Multiple response)

168
Basketball and soccer fan bases in the U.S. are growing while baseball and American
Football age out.
0%
0%
1%
1%
3%
8%
5%
5%
3%
20%
9%
40%
1%
3%
3%
1%
2%
3%
6%
4%
15%
12%
22%
25%
4%
2%
2%
4%
3%
2%
3%
6%
18%
11%
24%
16%
0% 10% 20% 30% 40% 50%
Field Hockey
Cricket
UFC/Mixed Martial Arts
Volleyball
Boxing
Golf
Hockey
Tennis
Soccer
Baseball
Basketball
American Football
Favorite sport
18-34 35-54 55+
q120ca: Which of these sports is your favorite? (Among those who follow sports; N=1,304)

169
Half of Americans regularly watch sports and most have watched the same if not a
little more sports content in the last year.
q186a: Do you regularly watch sports on tv or in-person? (N=2,001) q186b: When thinking about the sports you watch regularly, did
you watch these sports more or less within the last year? (Among those who regularly watch sports; N=990)
49%
51%
Yes No
Do you regularly watch sports?
18-34 47%
35-54 55%
55+ 46%
“Yes” by age
24%
38%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GenPop
Watch sports more or less within the
last year
Less About the same More

170
4%
13%
20%
62%
0% 20% 40% 60% 80%
I found sports more interesting
than other video I can watch
I missed going to sports
events
I have had it on more often in
the background
Have had more time available
Reasons for watching more sports
GenPop
Those who have been watching more sports have had more time available to do so.
Those who have watched less sports say there are less sports to watch.
q186c: Which of the following best describes why you have watched sports more within the last year? (Among those who have
watched more sports within the last year; N=375) q186d: Which of the following best describes why you watched sports less within the
last year? (Among those who have watched less sports within the last year; N=240)
5%
8%
12%
13%
50%
0% 20% 40% 60%
I have been too busy with
school
I have been too busy with my
responsibilities at home
I got tired of watching too
much TV
I have been too busy with
work
Less sports have been
available to watch
Reasons for watching less sports
GenPop

171
Cryptocurrency and Blockchain

172
More than half are aware of virtual reality, artificial intelligence, or
cryptocurrency. Those over 55 are more familiar with concepts.
q172: Have you heard of the following terms or concepts before? (N=2,001; Multiple response)
22%
24%
38%
54%
61%
63%
0% 20% 40% 60% 80%
None of the above
Blockchain
Augmented reality
Cryptocurrency
Artificial intelligence
Virtual reality
Concept awareness
GenPop
GenPop: 24%
18-34 27%
35-54 25%
55+ 21%
Awareness of blockchain
technology by age.
Virtual reality 69%
Artificial intelligence 69%
Cryptocurrency 62%
Awareness is significantly higher
for the following among those 55+

173
Three-quarters of Americans who have heard of cryptocurrency, have not owned or
used it. Just under 20% are likely to buy cryptocurrency in the next year.
q173: Do you currently, or have you ever owned / used any of the following cryptocurrencies or cryptocurrency services? (Among
those who have heard of cryptocurrency; N=1,073; Multiple response) q174: How likely are you to buy any cryptocurrency in the next
12 months? (Among those who have heard of cryptocurrency; N=1,073)
3%
4%
5%
5%
6%
7%
9%
11%
18%
74%
0% 20% 40% 60% 80%
Monero
CoinDesk
Bitcash
Ripple
Litecoin
Dogecoin
Ethereum
Coinbase
Bitcoin
None of the above
Cryptocurrencies owned/used
GenPop
64%
8%
9%
5%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Likelihood to buy cryptocurrency in
next year
1 Not at all likley 2 3 4 5 Very likely
19%
Likely

174
Security and Privacy

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