The profiles and behaviours of Australian gamers are seemingly ever-changing. The Interactive Australia 2009 (IA9) study provides insight into our country's current gaming habits, player behaviours and choices, as well as analysing how gamers compare with non-gamers. GameSpot AU has hand-picked the statistical highlights from the IA9 report, released today, and asked one of the report's authors, Dr Jeffrey Brand from Bond University, to share his thoughts about Aussie gamers. For more information, check out our news story on the report here.
IA9 is based on a national random survey of 1614 households. Adults responded to more than 75 questions in a 20-minute online survey. The survey was fielded by Nielsen Research in July 2008. Of the 4852 individuals studied, 3162 (68 per cent) were identified as gamers.
GameSpot AU: Gamers in Australia no longer prefer to play their games on a personal computer, despite 90 per cent of the households surveyed owning a PC. Consoles are now the preferred gaming platform, with 43 per cent of the households surveyed playing their games on an installed console, compared to 30 per cent on PCs and 18 per cent on handheld devices. PlayStation 2 consoles were installed in 33 per cent of homes, followed by the Nintendo DS Lite (18 per cent of homes) and the Nintendo 64, Dreamcast and PlayStation 1 (17 per cent of homes). Why are consoles becoming so strong?
Dr Jeffrey Brand: There are many explanations for the rise of consoles. One of these is the fact that the number and competition between consoles has delivered a wide range of features, lower relative costs, and more competing titles. Another reason is the simplicity of using consoles compared with using PCs. Yet another reason is the diversity of the gaming population; the audience for games is more diverse and much larger than it was a decade ago. Although almost everyone who plays games has a PC and has probably played games on a PC, consoles are simply more accessible.
GS AU: Computer and video games have become part of a normal media mix in households around Australia. However, the IA9 study found that out of all households surveyed--gaming and non-gaming--computer and video games were second last in a list of favourite media preferences, behind using the internet, watching TV and DVDs, reading books and newspapers, listening to music and the radio, going to the movies and reading a magazine.
JB: The patterns of media habits demonstrate that whilst computer and video games feature in nearly all homes across Australia, they are not yet installed in the same proportions as traditional media like television, radio and recorded music. In homes where games are installed, the level of engagement they require means they are not the 'default' choice for people who want to switch on and get a quick media fix.
When you take out the preferences of non-gamers, games move up the list of preferred media. In Australia, only among gamers, games rank fifth among the 11 choices we provided in the survey. In households with multiple gamers, games rank third.
GS AU: All gamers and non-gamers surveyed in the IA9 report were asked about preferred leisure activities. The most popular preferences were dining with family and friends, playing with children and pets, going shopping, visiting cafes and pubs, and gardening. Playing sports and enjoying outdoor activities like fishing, camping and surfing were equally popular amongst gamers and non-gamers. What does this say about the similarities between gamers and non-gamers in this country?
JB: Gamers are pretty much like non-gamers in their non-media habits. Gamers are normal and shouldn't be seen outside the context of the rest of their lives. One stereotype about gamers is that all they do is play games. That's ridiculous. It's like saying readers only read books, TV viewers only watch TV. What we are able to show through this study is that games are part of our complex and rich culture.
GS AU: The average age of gamers in Australia has moved up to 30 years, up from 28 years in 2007, and 24 years in 2005. The IA9 report predicts that the degree of change will slow as the average age of gamers approaches the average age of non-gamers who are 40 years of age. Just three years ago, the gap between gamers and non-gamers was over 20 years, an entire generation. Today, the difference between the two has narrowed to within a generation.
JB: Older Australians are playing computer and video games and the implication is that games are becoming more diverse and meeting more entertainment needs. The average age of Australians today is 36 years. Once the playing of video games is something that is common across all ages, the average age of gamers will be the same as the average age of non-gamers and, therefore, the average age of all people in this country. The gap is closing.
GS AU: Of all the gamers that participated in the IA9 survey, 46 per cent were female. Female gamer representation has increased from 41 per cent in 2007 and 38 per cent in 2005, numbers that are consistent with research conducted in Europe and North America. According to the report, the rate of equalisation has increased. At the present rate of change, is it likely that Australian gamers will be equally male and female by 2010?
JB: This statistic has increased because there are now more titles of interest to female gamers, from family titles to life simulators. When any innovation spreads through a population, it is often taken up first by one part of the population and then spreads to others. Games have the reputation of being the domain of teenage boys. It was a poor and uninformed view in the 1980s and it certainly is a poor view today with 46 per cent of all gamers in Australia being female.
GS AU: The IA9 report shows that when it comes to education, income and employment, both gamers and non-gamers have similar profiles. Roughly half of those surveyed are in full-time work and roughly two in 10 in are in part-time work. However, gamers are more likely to be employed and more engaged in study. Overall, higher levels of employment and educational involvement translate into modestly higher annual household incomes among those who play computer and video games compared with those who do not.
JB: My argument is that games are a normal part of Australian homes. They are not part of special or 'different' homes. If my argument is true, then demographic indicators like education, income and employment should show that game and non-game homes are similar. So this is really just another way of presenting the evidence.
GS AU: The average Australian adult has been playing computer and video games for 11 years. Those between the ages of 26 and 35 are the longest-term players, having played from childhood. When it comes to reasons for playing video games, the top two reasons given by people were having fun (27 per cent) and relaxing (26 per cent). Passing time and being challenged were also popular explanations for playing. What does that say about Aussie gamers?
JB: Games are played publicly, socially and privately. The public and open nature of gaming is partly due to handheld computers and consoles. However, I do think the concept of adults playing games on handheld consoles is a relatively new phenomenon. It's caused by the increased range and sophistication of titles for portable gaming and a growing sense in the community that if you're adult and you play computer games, you're normal. Public transport is probably the most iconic of the phenomenon today. Ten years ago, few people had portable computers and handheld consoles were limited.
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The face of Australian video gaming in 2009.
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