TotallyAwesome, APAC’s leading Youth-first marketing and media platform for Gen Z, Gen Alpha, and families, recently dropped their latest research on how gaming affects the mental health and community involvement of Gen Z and Gen Alpha.
The yearly Youth-first Digital Insights research proves that gaming is a crucial way to connect with young people and shows how brands can participate meaningfully.
According to the findings, 50% of Gen Alpha and 43% of Gen Z in APAC say playing games helps them feel better when anxious or stressed. These percentages are more than talking to family members (28% and 21%, respectively) or friends (28% and 32%, respectively). The study also shows that gaming is popular among both boys and girls, especially among Gen Alpha (46% of girls and 54% of boys use gaming to relieve anxiety).
In the Philippines, 56% Gen Zen youth turn to gaming to make them feel better when anxious or stressed.
Additionally, 52% of Gen Alpha and 48% of Gen Z believe gaming helps them feel closer to their friends and family. This is particularly important for parents, as they have the most influence over the buying decisions within these age groups.
Even though young people in the APAC region have access to various media platforms, they are starting to prioritize gaming over other channels when making social connections.
But the popularity of commercial gaming is also affecting streaming platforms, attracting more young people interested in different gaming content. Across APAC, research shows that 77% of Gen Alpha and 76% of Gen Z cite YouTube as their most used streaming channel, compared to only 6% and 8% going to Twitch.
“Brands need to be brave and step into gaming in a way that considers the myriad concerns and needs Youth have. These rich insights help Brands and media agencies alike to gain a better understanding of young people’s appetites and how best to support their passions,” said Will Anstee, TotallyAwesome’s Executive Chairman.
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