CONSUMERS & BRANDS

Video game subscription

services: Nintendo Switch
Online users in the United
Kingdom
Consumer Insights

September 2023
 Statista Consumer Insights Global survey
Introduction

Report overview Global survey methodology (1)

This report offers the reader a comprehensive Design: Online Survey, split questionnaire design
overview of Nintendo Switch Online users in the
Duration: approx. 15 minutes
United Kingdom: who they are; what they like; what
they think; and how to reach them. It provides insights Language: official language(s) of each country with
on their demographics, lifestyle, opinions, and American English offered as an alternative
marketing touchpoints.
Region: 56 countries
Additionally, the report allows the reader to
Number of respondents:
benchmark Nintendo Switch Online users in the • 12,000+ for countries with the extended survey
United Kingdom (’’brand users’’) against UK video (including the United Kingdom)
game subscribers in general (’’category users’’), and • 2,000+ for the basic survey
the overall UK onliner, labelled as ’’all respondents’’ in
Sample: Internet users, aged 18 – 64, quotas set on
the charts. gender and age
The report is updated quarterly and is based on data
Fieldwork:
from the Statista Consumer Insights Global survey, an • Continuous from January to December
international survey that covers more than 15,000 • Countries that receive the extended survey are
brands across 56 countries. updated four times a year

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

Sources: Statista Consumer Insights Global as of September 2023

CHAPTER 01

Management summary

• Brand usage

• Key insights
 Nintendo Switch Online ranks fourth among video game subscription services in
the UK
Management summary: brand usage and competition

Top 10 most used video game subscription services in the UK

PlayStation Plus 39%

Amazon Prime Gaming / Amazon Luna 33%

Xbox Game Pass / Xbox Live Gold / PC Game Pass 33%

Nintendo Switch Online 30%

Apple Arcade 27%

Netflix Games 25%

EA Play / EA Play Pro 24%

GeForce Now 17%

Stadia (Google) 14%

Ubisoft+ 14%

4 Notes: "Which of these video game subscriptions or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=588, video game subscribers

Sources: Statista Consumer Insights Global as of September 2023

 The share of video game subscribers using Nintendo Switch Online grew by 6
percentage points since Q3 of 2021
Management summary: brand usage timeline

Timeline of video game subscribers using Nintendo Switch Online

30%
29% 29%
28%
27% 27%
26%
24%

2021 Q3 2021 Q4 2022 Q1 2022 Q2 2022 Q3 2022 Q4 2023 Q1 2023 Q2

5 Notes: "Which of these video game subscriptions or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=39 - 175 Nintendo Switch Online users, n=160 - 588 video game
subscribers
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online users in the United Kingdom
Management summary: key insights
Demographic profile
Nintendo Switch Online is more popular
among Millennials than other video
game subscription services.
Nintendo Switch Online has more male
than female users.
Nintendo Switch Online has a larger
share of users with a high income than
other video game subscription services.
Nintendo Switch Online users are more
likely to live in cities and urban areas
than video game subscribers in general.
Sources: Statista Consumer Insights Global as of September 2023
Consumer lifestyle
Social justice is more important to
Nintendo Switch Online users than to
other video game subscribers.
Arts and literature are relatively
prevalent interests of Nintendo Switch
Online users.
Nintendo Switch Online users are more
likely to have gardening and plants as a
hobby than other video game
subscribers.
Consumer attitudes
61% of Nintendo Switch Online users
state that digital services allow them to
discover new and exciting content.
31% of Nintendo Switch Online users
are early adopters, when it comes to
innovation.
A relatively high share of Nintendo
Switch Online users think that education
is an issue that needs to be addressed.
Marketing touchpoints
Nintendo Switch Online users access the
internet via a streaming device more
often than the average video game
subscriber.
On social media, Nintendo Switch
Online users interact with companies
more often than other video game
subscribers.
Nintendo Switch Online users
remember seeing ads on blogs and
forums more often than other video
game subscribers.
CHAPTER 02

Demographic profile

• Generations

• Gender

• Education

• Income

• Household classification
• Type of community

• LGBTQ+
 Nintendo Switch Online is more popular among Millennials than other video
game subscription services
Demographic profile: generations

Age of consumers in the UK

Brand users 26% 61% 11% 1%

Category users 29% 50% 18% 3%

All respondents 20% 37% 31% 13%

Generation Z Millennials Generation X Baby Boomers

8 Notes: ’’How old are you?’’; Single Pick; "Which of these video game subscriptions or cloud gaming services have you used as a payin g customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo Switch Online users, n=588,
video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online has more male than female users
Demographic profile: gender

Gender of consumers in the UK

Brand users 67% 33%

Category users 69% 31%

All respondents 49% 51%

Male Female

9 Notes: ’’What is your gender?’’; Single Pick; "Which of these video game subscriptions or cloud gaming services have you used as a p aying customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo Switch Online users,
n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 58% of Nintendo Switch Online users have a college degree
Demographic profile: education

Consumer’s level of education in the UK

31%
28%
26% 26%

22% 22%
20%
19%
17% 18%
14% 15%

9% 8% 9%
6%
4%
3%
1% 0% 1%

No formal Lower secondary Upper secondary Technical / Bachelor degree Master degree Doctoral degree
education / education (not education vocational or equivalent or equivalent or equivalent
primary school eligible for (eligible for education
university study) university study)

Brand users Category users All respondents

10 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; "Which of these video game subscriptions or clou d gaming services have you used as a paying customer in the past 12 months?"; Multi Pick; Base:
n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online has a larger share of users with a high income than
other video game subscription services
Demographic profile: income

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

Brand users 54% 25% 21%

Category users 47% 30% 24%

All respondents 33% 33% 33%

High Middle Low

11 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; "Which of these video game subscriptions or cloud gaming
services have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo Switch Online users, n =588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Compared to other video game subscribers, Nintendo Switch Online users are
relatively likely to live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in the UK live​

51%

43%

34%

24%
18%
16% 15%
12% 14% 13% 12%

6% 7% 6% 8%
2% 2% 2% 3% 4% 4%

Single household Couple Single parent Partners Multi- Two or more Other
household household and children generational related adults household types
family

Brand users Category users All respondents

12 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single P ick; "Which of these video game subscriptions or cloud gaming services have you used as a paying
customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers, n=241 83, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online users are more likely to live in cities and urban areas
than video game subscribers in general
Demographic profile: type of community

Communities where consumers live in the UK

34%
30%

26%
24%
20% 20%

15% 16% 15%

14% 14%
13% 13%
12%
10%
8%
7% 7%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants

Brand users Category users All respondents

13 Notes: ’’In what type of community do you live?’’; Single Pick; "Which of these video game subscriptions or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo
Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 8% of Nintendo Switch Online users consider themselves part of the LGBTQ+
community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in the UK

Brand users 8% 91% 1%

Category users 9% 90% 2%

All respondents 8% 89% 3%

Yes No Would rather not say

14 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; "Which of these video game subscriptions or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi Pick; Base:
n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
CHAPTER 03

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed
 Social justice is more important to Nintendo Switch Online users than to other
video game subscribers
Consumer lifestyle: life values

Most important aspects of life for consumers in the UK

59%
53% 52%
37% 49%
42% 42%
39%39%
35%
34% 35% 34%
32% 30% 29%
26%
27% 26% 24% 24% 23%
20%
15% 15% 10%
13% 13% 11%
10%

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

Brand users Category users All respondents

16 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 video game subscriptions or cloud gaming services have you used as a paying customer in
the past 12 months?"; Multi Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all resp ondents
Sources: Statista Consumer Insights Global as of September 2023
 Arts and literature are relatively prevalent interests of Nintendo Switch Online
users
Consumer lifestyle: main interests

Top 10 interests of Nintendo Switch Online users in the UK

57%
57% 56%

41%
46% 44%
43% 42% 42% 37%
38% 41% 40% 40% 40%
38% 37% 37% 36%
35% 34%
32%
29% 30% 30%
27% 26%
25% 24%
21%

Movies, Food & Science & Health & Finance & Sports Travel Arts & History Fashion
TV shows dining technology fitness economy literature & beauty
& music

Brand users Category users All respondents

17 Notes: ’’What topics are you personally interested in?’’; Multi Pick; "Which of these video game subscriptions or cloud gaming servi ces have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo
Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online users are more likely to have gardening and plants as a
hobby than other video game subscribers
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of Nintendo Switch Online users in the UK

52%
47% 46%
41% 42% 41% 41% 36%
37% 37% 37% 37% 38%
34% 34% 35% 35% 35%
32% 34% 33% 31%
29% 28% 30% 29%
25% 26%
24%
22%

Outdoor Video gaming Cooking Reading Doing sports Socializing Traveling Tech / Gardening Pets
activities / baking and fitness computers and plants

Brand users Category users All respondents

18 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; "Which of these video game subscriptions or cloud gaming serv ices have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo
Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online users are more likely to do fitness, aerobics, cardio than
other video game subscribers
Consumer lifestyle: sports activities

Top 10 sports activities of Nintendo Switch Online users in the UK

26%

22% 22% 21%

19%
18% 18% 18% 17% 17% 17%
16% 16%
14% 15% 15%
13% 13%
12% 11% 12%
10% 10% 10%
9%
6% 7% 7%
6%
4%

Fitness, Cycling Running Basketball Badminton Soccer Dancing Swimming Golf Cricket
aerobics, / Jogging / Diving
cardio

Brand users Category users All respondents

19 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; "Which of these video game subscription s or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi Pick;
Base: n=93, Nintendo Switch Online users, n=297, video game subscribers, n=9322, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online users are more likely to follow golf than other video
game subscribers
Consumer lifestyle: sports followed

Top 10 sports followed by Nintendo Switch Online users in the UK

29%
26% 26%

19%
17% 17% 16%
14% 15% 15%
13% 13% 13% 13%
11% 12%
10% 10% 10%
9% 9% 9% 9%
8%
6% 7%
6% 5%
5%
4%

Soccer Basketball Golf Tennis Boxing Cycling Swimming American Cricket Motorsports
/ diving football

Brand users Category users All respondents

20 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; "Which of these video game subscripti ons or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi
Pick; Base: n=70, Nintendo Switch Online users, n=236, video game subscribers, n=8230, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 CHAPTER 04

Consumer attitudes

• Attitudes towards digital media

• Innovation adoption

• Challenges facing the country

• Politics

21
 61% of Nintendo Switch Online users state that digital services allow them to
discover new and exciting content
Consumer attitudes: media & digital media

Agreement with statements towards media & digital media in the UK

68% 66%
61%
58%
54% 55% 53% 55% 53%
44%
41%
38%
34% 34% 32%

I want to access my Digital services allow I prefer digital content It is important to me It is too expensive to
music / movies on all my me to discover new as it is easier to manage to get the best image afford all the streaming
devices (TV, and exciting content and sound quality services that I want
smartphone, tablet, etc.)

Brand users Category users All respondents

22 Notes: ’’Which of these statements apply to you?’’; Multi Pick; "Which of these video game subscriptions or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo
Switch Online users, n=588, video game subscribers, n=4034, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 31% of Nintendo Switch Online users are early adopters, when it comes to
innovation
Consumer attitudes: innovation adoption

Innovation adopter types based on statements towards innovation by consumers in the UK

43%
40%
36%

31% 32%

26%

20%
15% 16%
15%
11%
9%

3%
1% 1%

Innovators Early adopters Early majority Late majority Laggards

Brand users Category users All respondents

23 Notes: Recode based on ’’Which of these statements regarding technology apply to you?’’; Multi Pick; "Which of these video game subs criptions or cloud gaming services have you used as a paying customer in the past 12 months?";
Multi Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 A relatively high share of Nintendo Switch Online users think that education is
an issue that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing the United Kingdom according to Nintendo Switch Online users

63%

52%
50%
48%
36% 43% 36%
40% 35% 39% 40% 33%
38% 37% 37% 37% 31% 34%
36% 34%
33% 32% 30%
30% 31% 30% 26% 30%
27%
25%

Rising prices Environment Education Climate change Economic Health and Housing Unemployment Food and Crime
/ inflation / situation social security water security
cost of living
Brand users Category users All respondents

24 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 video game subscriptions or cloud gaming services have you used as a
paying customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers , n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Compared to other video game subscribers, Nintendo Switch Online users tend
to have more right leaning political views
Consumer attitudes: politics

Political attitudes of consumers in the UK

Brand users 17% 30% 49% 4%

Category users 18% 33% 41% 8%

All respondents 23% 37% 26% 14%

Left Center Right Prefer not to answer

25 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you pl ace yourself on a scale from left to right?’’; Single Pick; "Which of these video game subscriptions
or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
CHAPTER 05

Marketing touchpoints

• Internet usage by device

• Social media usage

• Media usage by channel

• Digital advertising touchpoints

• Non-digital advertising touchpoints

 Nintendo Switch Online users access the internet via a streaming device more
often than the average video game subscriber
Marketing touchpoints: internet usage by device

Devices consumers in the UK use regularly to access the internet

94% 92%
91%
82%
78%
69% 71% 72% 69% 68%
61%
58% 57% 56%
52% 52% 55% 53%
50% 50%
47% 46%
38% 36% 38%
30% 31%

Smartphone Laptop Smart TV Gaming console Tablet Desktop PC Smartwatch Streaming device Smart speakers

Brand users Category users All respondents

27 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; "Which of these video game subscrip tions or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi
Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 On social media, Nintendo Switch Online users interact with companies more
often than other video game subscribers
Marketing touchpoints: social media usage

Social media activities in the UK by type​

61% 54% 54%

56% 54% 53% 54%
52% 51% 49%
51%
47% 48% 46%
43% 45%
41% 39% 41%
39% 37% 38%
36% 36%
31% 30%
27% 27%
22%
15%
8% 7%
3% 5%
1% 2%

Followed Liked posts Sent private Posted Commented Shared Followed Liked Posted texts Shared I have only I haven’t used
people by other messages pictures on posts posts by companies company / status company used social social media
users / videos other users posts updates posts media
passively

Brand users Category users All respondents

28 Notes: ’’Which of these things have you done on social media in the past 4 weeks?’’; Multi Pick; "Which of these video game subscrip tions or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi
Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online users tend to read magazines more often than video
game subscribers in general
Marketing touchpoints: media usage by channel

Type of media consumers in the UK have been using in the past 4 weeks

85%
82%
79%
72%
73%
68% 69% 69%
64%57%
61% 59%
59% 58%
54% 54%
50%
46% 45% 45% 46% 47%
41% 41%
35%
31% 31%
27% 26% 28%
23%
18%
15%

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

Brand users Category users All respondents

29 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; "Which of these video game subscriptions or cloud gami ng services have you used as a paying customer in the past 12 months?"; Multi Pick; Base: n=90,
Nintendo Switch Online users, n=294, video game subscribers, n=12093, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 Nintendo Switch Online users remember seeing ads on blogs and forums more
often than other video game subscribers
Marketing touchpoints: digital advertising touchpoints

Top 10 places where Nintendo Switch Online users in the UK have come across digital advertising in the past 4 weeks

50% 49% 49% 44%

46% 45%
43% 43% 43%
39% 38%
37% 38% 38%
34% 34% 35% 35% 34% 34%
33% 32%
31%
27% 27%

20% 21% 21%

18%

10%

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

Brand users Category users All respondents

30 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; "Which of these video game subscripti ons or cloud gaming services have you used as a paying customer in the past 12 months?"; Multi
Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
 53% of Nintendo Switch Online users remember ads they saw on TV
Marketing touchpoints: non-digital advertising touchpoints

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

53% 52%
51%
46% 44%
44%
40%
38% 38% 38%
36% 36%
33% 34% 33%
32% 31%
29% 28% 30%
27%

19% 18% 18%

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

spaces radio the store /cinema advertising magazines daily
on the go mail and journals newspapers

Brand users Category users All respondents

31 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; "Which of these video game subscript ions or cloud gaming services have you used as a paying customer in the past 12 months?";
Multi Pick; Base: n=175, Nintendo Switch Online users, n=588, video game subscribers, n=24183, all respondents
Sources: Statista Consumer Insights Global as of September 2023
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32
 Authors
Jack Spearman
Team Lead Consumer Insights
j.spearman@statista.com
Jack Spearman, began market research
career in the UK, at Kantar then Ipsos Mori.
Where he specialized in client and
stakeholder management, survey design
and concepting reports, across a range of
industries, both in consumer and B2B
markets.
After moving to Hamburg and joining
Statista in 2018 he is now the Team Lead for
Consumer Insights and the reporting offer.
33 www.statista.com
Jan Gewiese
Senior Research Manager
j.gewiese@statista.com
Jan Gewiese has degrees in Economics (B.Sc.)
from the University of Hohenheim and
Business Administration (M.Sc.) from the
University of Hamburg. He Interned at the
Hamburg Center for Health Economics and
Mercedes-Benz USA.
For the Statista Consumer Insights team, he
is responsible for concepting reports,
automation design, and is a trusted advisor
to clients and stakeholders for the product.
Stefan Rau
Research Manager
s.rau@statista.com
Stefan Rau studied Economics (B.Sc.) at the
Ludwigs-Maximilian-University in Munich
and Public and Nonprofit Studies (M.Sc.) at
the University of Hamburg. During his
studies, he interned at TNS Infratest.​
Stefan's current role in the Consumer
Insights team focuses on process design and
report automation, specifically QA processes.
Stefan’s expertise also includes Python and
developing the teams AI tools.
Melvin Liesen
Research Manager
m.liesen@statista .com
Melvin Liesen studied Socioeconomics at
the University of Hamburg. During his
studies he worked at FOM University of
Applied Sciences for Economics and
Management. ​
Melvin supports the Consumer Insights
team at Statista with developing new IT
solutions across the department, as well as
the day to day running of the report
automation process.