The consulting firm Newzoo published a profile of female gamers that describes what experiences attract this traditionally invisible market sector
In the framework ofInternational Day of Working Women, the famous Newzoo marketing consultancy confirmed that female players continue to represent 46% of video game consumers (as in their 2020 study). In addition, it has managed to break down a series of characteristics that distinguish them in particular when entering an experience.
According to the study, they are the majority on mobile platforms and play more frequently: 32% dedicate themselves at least five times a week to some mobile experience, compared to 28% of men. The percentages of those who access video games on consoles and PCs fall into the Ultimate Gamers profile (category established by the consultant) that describes them asdedicated users, fascinated by all the elements of gaming and who dedicate their time not only to playing, but also to watching broadcasts and acquiring merchandising in the field.
Newzoo also noted that the groups they surveyed were more interestedin logical resolution experiences and puzzles(30% as opposed to the male audience that represents 20%).
While 28% of the male groups focus more on the exploration of video games that present open worlds, also 20% of the female groups studied were dedicated to this type of experience.
The analysis of the statistics is based on the ten largest markets based on the profit produced by gaming in their regions. Among them are China (685.48 million players), United States (191.12 million players), Japan (75.62 million players), South Korea (33.01 million players), Germany (46.12 million players), United Kingdom (37.66 million players), France (38.08 million players), Canada (20.98 million players), Italy (36.55 million players), and Spain (29.73 million players).
How is this information obtained?
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The data analyzed by New Zoo is part of the 33 markets in which they reveal statistics and more than 70 thousand registered users throughout the world.
Among the regions that are studied areArgentina, Brazil, MexicoAustralia, New Zealand, China, Japan, South Korea, Thailand, Taiwan, Indonesia, Vietnam, Malaysia, Philippines, Singapore, India, Great Britain, Germany, France, Spain, Italy, Russia, Poland, Holland, Belgium, Sweden , Finland, Turkey, Saudi Arabia, United Arab Emirates, South Africa, United States and Canada.
Its form of data collection is based on the relay of 100 studies updated annually that are carried out in a set period of time.
The companies responsible for managing these statistics are Dynata (a US-based company with 40 years of experience in processing statistics) and Insight Works (a company founded in 2008 specializing in Operational Productivity, that is, identifying of variables to improve the efficiency of goods in different markets).
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