Photo by Giacomo Lucarini on Unsplash

New research shows that half (48%) of Baby Boomers are dyed-in-the-wool brand loyalists when it comes to buying games and their add-ons.

And despite fifteen months of dipping in and out of lockdowns, more than nine in ten (92%) Boomers prefer to go solo when gaming, with just 26% taking up the hobby to feel part of a community.

As gaming brands increasingly adapt to pocket-sized devices, it turns out that 94% of Gen-Z are sticking with traditional consoles like PlayStations and Xboxes – it’s actually 91% of Boomers who’re using smartphones and tablets to play.

The study, conducted in May 2021 by retail innovation agency Outform, covers a representative sample of 1,000 global respondents, and delves into how consumers’ gaming habits and purchase behaviours are evolving.


Although gaming is traditionally associated with procrastination, generations across the spectrum are dismantling this stereotype and playing for the opposite reason: brain stimulation. 74% of Boomers, 79% of Gen X and 57% of Gen Z cite this as the main purpose.

Although they prefer to play alone, Boomers have adopted strikingly similar purchase habits to their younger counterparts.

More than half (57%) of Boomers and 59% of Gen Z consumers cite convenience as a reason for shopping online for gaming paraphernalia, as well as 48% and 53% respectively wanting home delivery.

But when Boomers do venture into bricks and mortar outlets, 31% value the in-store tech that comes with it.

Gen Zs, on the other hand, prefer in-store shopping for a different reason: instant gratification. 45% want to browse this way because they can buy products immediately.