Barclays: Women's spending on Games in the UK grew the most since 2019
And videogames segment is second by growth during the pandemic.
Bank Barclays analyzed gaming transactions and compared pre-pandemic 2019 with 2021 in the UK.
During the pandemic, women started to spend 51% more on games.
Men are still the dominant audience when it comes to absolute revenue. Since 2019 this segment grew by 43%.
When it comes to age, surprisingly, the 50-64 years old segment grew the most since 2019 - by 59%. However, it’s only 12.2% of the overall revenue in the UK.
The 16-24 years segment is the most loyal. In 2021 this segment's representatives were paying 2.5 times more often than others. Category growth was 27%.
The average amount of gaming transactions in the UK was £15.11.
The most popular transaction size was in the range of £6.00 и £6.99 (monthly Game Pass / PS Plus subscriptions). Second popularity - ranges from £3 to £3.99 (average microtransaction cost).
Videogames is the second segment of the UK market by growth during the pandemic. Only video streaming platforms overpassed it.