Today's Man: The Gaming Session

IPC Inspire Men & Music nationally representative research “Today’s Man: The Gaming Session” and “Today’s Man: The Recession Session” prove that gaming is still high on the agenda for young men today

Gaming ticks all the boxes for young men in the current climate

Entertainment has always been important to young men, but it’s become even more important during the credit crunch. The recession means that young men are working harder with more pressure on their shoulders; they are also very bored hearing about the recession all the time!
• Entertainment keeps them sane and provides escapism
• 7 in 10 agree that since the credit crunch having an enjoyable way to relax and unwind is more important than ever

Gaming provides a crucial form of entertainment for young men
• 85% are gamers, with 2 in 3 playing games a least a few times a week
• In fact one guy from the research claimed that “gaming is more interesting than watching TV”

Staying in is the new going out
• Men are increasingly choosing to stay in instead of going out to try and save some money, but they still want to be entertained
• Gaming is viewed as a cheap and entertaining night in, as they can play the games again and again, so is increasing in popularity amongst young men

Gaming is no longer an activity for geeks in their bedrooms; it’s now a social activity
• Men love the competitive nature of gaming and 7 in 10 regularly play console games with their mates

Despite the recession men are still spending on gaming
• 2 in 3 are spending the same or more on games as they were 12 months ago which proves that they are still willing to spend money on games

These insights were taken from IPC’s nationally representative research amongst 18-34yr men - Today’s Man: The Gaming Session and Today’s Man: The Recession Session.

For further information please contact Verity Amos-Piggott 0203 148 6732 verity_amos-piggott@ipcmedia.com