CONSUMERS & BRANDS

Target audience: Video gamers

in the Philippines

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that play video games
on any device.
The report offers the reader a comprehensive
overview of video gamers in the Philippines: who they
are; what they like; what they think; and how to reach
them. It provides insights on their demographics,
lifestyle, opinions, and marketing touchpoints.
Additionally, the report allows the reader to
benchmark video gamers in the Philippines (’’target
audience’’) against the average Philippinian onliner,
labelled as ’’all respondents’’ in the charts.
The report is updated quarterly and is based on data
from the Statista Consumer Insights Global survey.
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
• 12,000+ for countries with the extended survey
• 2,000+ for the basic survey
Sample: Internet users, aged 18 – 64, quotas set on
gender and age
Fieldwork:
• Continuous from January to December
• Countries that receive the basic survey are updated
every year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 Video gamers in the Philippines
Management summary: key insights
Demographic profile
43% of video gamers are Millennials.
58% of video gamers are male.
There are video gamers throughout all
income brackets.
Video gamers live in all types of urban
and rural communities .
Sources: Statista Consumer Insights Global as of August 2023
Consumer lifestyle
Video gamers value similar aspects of
life as the overall consumer.
61% of video gamers are interested in
history.
A relatively high share of video gamers
consider video gaming a hobby
Consumer attitudes
55% of video gamers state that it is
important to them to get the best image
and sound quality.
Poverty is of particular concern to video
gamers.
Video gamers reflect the general
political landscape.
Marketing touchpoints
58% of video gamers listened to digital
music content in the past 4 weeks.
On social media, video gamers interact
with companies more often than the
average onliner.
Non-digital advertising touchpoints of
video gamers are similar to those of the
average consumer.
37% of video gamers remember seeing
advertising on search engines.
CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 43% of video gamers are Millennials
Demographic profile: life stages

Age of consumers in the Philippines

Target audience 44% 43% 13% 0%

All respondents 43% 42% 15% 0%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 58% of video gamers are male
Demographic profile: gender

Gender of consumers in the Philippines

Target audience 58% 42%

All respondents 58% 42%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 17% of video gamers have a upper secondary education and are eligible for
university study
Demographic profile: education

Consumer’s level of education in the Philippines

58% 59%

17% 16%
11% 11%
8% 7%
2% 3% 3% 3%
1% 1%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 There are video gamers throughout all income brackets
Demographic profile: income

Share of consumers in the Philippines in the high, middle, and low thirds of monthly household gross income

Target audience 34% 33% 34%

All respondents 34% 31% 35%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these devices do you regularly use to play video
games?; Multi Pick; Base: n=796 video gamers, n=1685 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many video gamers live in a household of two or more related adults
Demographic profile: household classification

Type of households in which consumers in the Philippines live​

47% 46%

19%
18%
14% 15%

6% 6% 6% 7%
6% 5%
4% 3%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video
gamers, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Video gamers live in all types of urban and rural communities
Demographic profile: type of community

Communities where consumers live in the Philippines

28% 28%

24% 24%
22%
21%
18% 19%

8% 8%

Rural community Small town Medium-sized town Large city City with over 1
million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Video gamers value similar aspects of life as the overall consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in the Philippines

66% 65%

54% 55%
47% 47%

36% 36% 35% 34%

23% 23%
17% 16%
14% 15%
5% 6%
3% 3%

To be Safety and A happy An honest Having a Learning Making Advancing Social Traditions
successful security relationship and good time new things my own my career justice
respectable decisions
life
Target audience All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers,
n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 61% of video gamers are interested in history
Consumer lifestyle: main interests

Top 10 interests of video gamers in the Philippines

61% 61%

50% 50% 50%

47%
44% 45% 42% 44%
45%
41% 42% 41% 39% 38%
37% 36% 36% 36%

Food & Movies, Health & Career & Science & Finance & Travel History Sports Family &
dining TV shows fitness education technology economy parenting
& music

Target audience All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of video gamers consider video gaming a hobby
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of video gamers in the Philippines

46%
43% 43% 43% 43% 43%
41% 41%
38%
36%
33%
31% 30% 29%
29% 29% 28% 29% 27% 26%

Video Reading Tech & Cooking Traveling Pets Photography Outdoor DIY and Socializing
gaming computers / baking activities arts & crafts

Target audience All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

15
 55% of video gamers state that it is important to them to get the best image and
sound quality
Consumer attitudes

Agreement with statements in the Philippines

55% 54%
46% 45%
40% 39%
36% 36%

21% 21%

It is important to me Digital services allow I use alternative I prefer digital content It is too expensive to
to get the best image me to discover new websites and apps as it is easier to manage afford all the streaming
and sound quality and exciting content to watch paid services that I want
content for free

Target audience All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=1050 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Poverty is of particular concern to video gamers
Consumer attitudes: challenges facing the country

The 10 most important issues facing Philippines according to video gamers

67% 66%
62% 63% 62% 63%
60% 59%
53% 53% 52% 53% 51% 50%
44% 44%
41% 42% 40% 42%

Poverty Rising prices Unemploy- Education Crime Health Economic Food and Environ- Climate
/ inflation / ment and social situation water ment change
cost of living security security

Target audience All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986
video gamers, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Video gamers reflect the general political landscape
Consumer attitudes: politics

Political attitudes of consumers in the Philippines

Target audience 14% 27% 43% 17%

All respondents 14% 26% 41% 19%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these devices do you regularly use
to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 58% of video gamers listened to digital music content in the past 4 weeks
Marketing touchpoints: media usage

Type of media consumers in the Philippines have been using in the past 4 weeks
80% 78%
76%
74%

58%
54%

42% 42%
39% 41%

27%
25% 24% 24% 23% 24% 22% 23% 20% 21%

7% 7%

Digital video TV Digital music Radio Online news Online Movies / Podcasts Magazines Daily Weekly
content content websites magazines cinema newspapers newspapers
Target audience All respondents

20 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Global Consumer Survey as of August 2023

 37% of video gamers remember seeing advertising on search engines
Marketing touchpoints: digital advertising touchpoints

Top 10 places where video gamers in the Philippines have come across digital advertising in the past 4 weeks

59% 59% 59% 60%

38% 38% 37% 36%

34% 35% 33% 33% 32% 32% 32%
28% 27%
25%
21% 21%

Social Video Video Search Online Other apps Websites Video Music Blogs/
media portals games engines stores and apps streaming portals forums
of brands services
Target audience All respondents

21 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n= 2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Video gamers access the internet via a smart TV more often than the average
onliner
Marketing touchpoints: internet usage by device

Devices consumers in the Philippines use regularly to access the internet

97% 96%

59% 59%

44% 43%
40% 39%
31% 31%

13% 12% 12% 12% 10% 11% 9% 9%

Smartphone Laptop Smart TV Desktop PC Tablet Gaming Smartwatch Streaming Smart

console device speakers

Target audience All respondents

22 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 On social media, video gamers interact with companies more often than the
average onliner
Marketing touchpoints: social media usage

Social media activities in the Philippines by type​

66% 64%
63% 62%
60% 62%
58% 58%
55% 56%
49% 50%
42% 40%
37% 37%
33% 32%

24% 23%

6% 6%
1% 1%

Liked posts Commented Sent private Followed Posted Shared Liked Posted texts Followed Shared Passive social No social
by other on posts messages people pictures posts by company / status companies company media usage media usage
users / videos other users posts updates posts

Target audience All respondents

23 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Non-digital advertising touchpoints of video gamers are similar to those of the
average consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in the Philippines have come across non-digital advertising in the past 4 weeks

50% 52%

42% 42%

29% 30% 29% 29%

17% 18% 17% 18% 17%

15%
12% 13%

On TV On advertising On the Directly in By mailshot / In printed In printed At the movies

spaces radio the store advertising magazines daily /cinema
on the go mail and journals newspapers
Target audience All respondents

24 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these devices do you regularly use to play video games?; Multi Pick; Base: n=986 video gamers, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

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 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He Interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

For the Statista Consumer Insights team, he is responsible for concepting reports, Stefan's current role in the Consumer Insights team at Statista focuses on process design
automation design, and is a trusted advisor to clients and stakeholders for the and report automation, specifically QA processes. Stefan’s expertise also includes Python
product. and developing the teams AI offer.

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