It should come as no surprise that avid fans spend more money on something they love compared to those who casually enjoy it from time to time. A new study by Fandom and ComScore explores the spending habits of 5,000 fans ranging from “light” (casual) to “heavy” (avid) in gaming, TV and movies—revealing just how much fandom translates into spending.
Mo’ Games, Mo’ Money
“Heavy” gaming fans—referring to survey participants who typically play more than 15 hours per week—spend an average of $54 a month on video games. This is 3.3 times more likely than “light” gaming fans, who typically play less than six hours per week. Forty-six percent of the heavy gaming fan group often buys video games the week they are released, although the report doesn’t specify which platform (mobile, console or PC) either group of gaming fans prefer.
Fandom concludes that heavy fans not only spend more, but are usually the first among their friends to do so. Half of the respondents who identified as heavy gaming fans agreed with the statement: “I’m usually the first of my friends and family to discover new entertainment.” Likewise, 63 percent of heavy gaming fans enjoy talking about what they’re watching or playing at the time.
That being said, the study found that nearly half (49 percent) of heavy gaming fans consider themselves to be influential, stating: “People turn to me for advice on the latest TV shows, movies or video games.”
Harnessing Avid Gaming Fandom
Seventy percent of these avid gamers claim to highly praise the TV shows, movies or games they are passionate about. While posting on social media or reading up on the latest titles, 28 percent of this demographic says they pay attention to advertisements online. Heavy gaming fans don’t look at just any ads, however—38 percent say they pay more attention to ads that are personalized to them.
Thirty-five percent of heavy gaming fans are more likely to share articles online—2.6 times more than light gaming fans, and 31 percent share videos. However, the report does not mention whether this refers specifically to gaming video content.
Gamers are more active content consumers overall, Fandom reports, showing interest across multiple markets such as travel, finances and vehicles. Of those who participated in this study, 77 percent of heavy gaming fans were male and the average age across the board was 28.