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Market Research Intelligence from ThinkNow Research
The Gaming Industry is Booming
And U.S. Hispanics are a big part of it
We set out to find exactly how big
learn more

The Big Picture

U.S. Hispanics are avid video game players, outpacing the general market in usage, purchases, and technology adoption.
  • Video game usage is nearly universal among Hispanic adults. Nine-in-10 reported playing a video game on any device in the past 12 months (similar to Non-Hispanics).
  • On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics).
  • Significantly more Hispanics self identify as being ‘hardcore’ or ‘professional’ video game players.
  • Hispanics are much more likely to play video games with others (only 23% play by themselves vs. 35% Non-Hispanics).
  • Hispanics play video games most often on their mobile device and on their computer.
  • Hispanic gamers buy and rent video games more often than Non-Hispanics.
  • The most influential sources for buying video games are reviews on the internet and recommendations from friends.
  • Call of Duty is easily the most popular video game among Hispanics. Mario Brothers and Candy Crush are most common among Non-Hispanics.
  • Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.
  • Hispanics are nearly twice as likely to buy and wear video game branded apparel.
  • A vast majority of Hispanic gamers say they like video game artwork.

Detailed Findings

Part 1: Hispanic Gamer Demographics
Overview

 On average, Hispanics spend more time playing video games per week compared to Non-Hispanics. Hispanic males and those 18-34 years of age play the most overall. 

Status

 Most consider themselves ‘casual’ or ‘core’ video game players. Hispanics are twice as likely to consider themselves ‘hardcore’ or ‘professional’ players compared to Non-Hispanics. 

Age

 Hard core and professional Hispanic gamers are most likely to be younger males. 

Usage

 Most consider themselves ‘casual’ or ‘core’ video game players. Hispanics are twice as likely to consider themselves ‘hardcore’ or ‘professional’ players compared to Non-Hispanics. 

Acculturation

 The most acculturated Hispanics are most likely to be casual players. 

Social

 Hispanics play with friends most often, followed by children and significant other. 

Detailed Findings

Part 3: Hispanic Gamer Preferences
Game Types

 With the exception of puzzles/word/number games, Hispanics are more likely to play the different types of video games available including action/shooter, adventure/fantasy and strategy/war games. 

Favorite Games - Men

 Call of Duty is the most popular video game overall among Hispanics. Among Non-Hispanics, Mario Brothers and Candy Crush are most common. 

Favorite Games - Women

 Mario Brothers and Candy Crush are very popular games among Hispanic females. 

Engagement

 Hispanics expressed more enjoyment/interest in watching others play video games compared to Non-Hispanics. 

Watching

 ‘Call of Duty’ is the game that Hispanics would be most interested in watching others play. 

Apparel

 Hispanic gamers are nearly twice as likely to buy and wear video game branded apparel compared to Non-Hispanics. 

About This Study

This study was conducted by ThinkNow Research in April 2014. Our sample size for Hispanics was n=500 and for non-Hispanics n=300 with an age bracket of 18-64 years of age. The screening criteria for Hispanics was: self identify as Hispanic origin. For non-Hispanics, the screening criteria was: self identify as Non-Hispanic origin.

ThinkNow Research provides innovative online market research solutions for companies looking to understand the U.S. Hispanic consumer. We specialize in researching the U.S. Hispanic demographic and other hard-to-reach consumers. Visit us online at www.ThinkNowResearch.com