Gaming trumps all in M&C Saatchi Sport & Entertainment’s latest Passion Pulse report
New research from M&C Saatchi Sport & Entertainment has found that gaming is the number one passion in Australia.
According to the PR agency’s passion pulse survey, 11% of Australians above 18 years of age boast a passion relating to games and gaming. The statistic places it above AFL, cooking, dogs and caring for family, which all came in numbers two, three, four and five, respectively.
Credit: Passion Pulse ’24 report by M&C Saatchi Sport & Entertainment. Click to enlarge.
The survey found that gaming is more popular with Gen Z compared to other generations, as 1.2% of Gen Zers admit to playing with others, and 1.3% play on their own.
It coincides with the report’s conclusion that Gen Z and Millennials – the younger generations – are more in tune with the digital world compared to their older peers – Boomers and Gen X – as they prefer to act on their passions via digital means, such as “through online channels, influencers, and creating content.”
Meanwhile, Gen X and Boomers were found to favour traditional media, including reading and TV. These groups also prefer to partake in tangible activities connected to their passions.
“Now in its third year, this research continues to present a picture of Australians’ passions which is massively enlightening – proving that we are a nation with highly diverse interests, from mainstream to niche, and engaged with in increasingly nuanced ways” explained M&C Saatchi Sport & Entertainment’s strategy director, Luke Haynes.
Through its data, the agency identified that there are “332 unique passion points”, with a minimum of 10 points boasting an audience count of more than one million. The research splits the points into 27 categories, including books, travel, money and business, the outdoors, pets, and more.
And while the different passions make up the interests of Australians, the research uncovered that the passions brands tend to invest in are not the ones that host high consumer spending. Specifically, music, the arts, film, TV and streaming, and sports are all far beneath travel, food and drink, and fashion and style – to name a few passions.
Credit: Passion Pulse ’24 report by M&C Saatchi Sport & Entertainment. Click to enlarge.
It’s a finding that Haynes touched upon.
“We know sport is often the first port of call for brands looking to connect to culture, and for good reason,” Haynes said.
“But they’re overlooking a host of other amazing opportunities in different parts of culture and are often taking a channel approach that misses significant moments in the ways that Australians connect to the things they love – whether sport or otherwise.”
Check out the full Passion Pulse ’24 report here.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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M&C Saatchi Sport & Entertainment
Passion Pulse '24
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