CONSUMERS & BRANDS

Target audience: e-sports &

gaming fans 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 answered
’’Gaming & eSports’’ to the multi-pick question ’’What
topics are you personally interested in? Please think of
topics that you read about or watch / listen to.’’.
The report offers the reader a comprehensive
overview of e-sports & gaming fans 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 e-sports & gaming fans 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

 e-sports & gaming fans in the Philippines
Management summary: key insights
Demographic profile
e-sports & gaming fans tend to be
younger, 57% are part of Generation Z.
e-sports & gaming fans are
predominantly male.
40% of e-sports & gaming fans have a
high annual household income.
e-sports & gaming fans are more likely
to live in cities and urban areas than the
average consumer.
Sources: Statista Consumer Insights Global as of August 2023
Consumer lifestyle
Safety and security has less importance
to e-sports & gaming fans than to the
average consumer.
72% of e-sports & gaming fans are also
interested in food and dining.
e-sports & gaming fans are more likely
to have video gaming as a hobby than
the average consumer
Consumer attitudes
69% of e-sports & gaming fans state
that it is important to them to get the
best image and sound quality.
A relatively high share of e-sports &
gaming fans think that government debt
is an issue that needs to be addressed.
Compared to the average consumer, e-
sports & gaming fans tend to have
centrist political views.
Marketing touchpoints
e-sports & gaming fans relatively
frequently consume all types of media.
On social media, e-sports & gaming fans
interact with companies more often
than the average onliner.
e-sports & gaming fans remember
seeing ads out-of-home more often
than the average consumer.
e-sports & gaming fans remember
seeing ads in video games more often
than the average consumer.
CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 e-sports & gaming fans tend to be younger, 57% are part of Generation Z
Demographic profile: life stages

Age of consumers in the Philippines

Target audience 57% 36% 7% 0%

All respondents 43% 42% 15% 0%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-sports & gaming fans, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 e-sports & gaming fans are predominantly male
Demographic profile: gender

Gender of consumers in the Philippines

Target audience 81% 19%

All respondents 58% 42%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-sports & gaming fans, n=2100 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 19% of e-sports & gaming fans have a upper secondary education and are
eligible for university study
Demographic profile: education

Consumer’s level of education in the Philippines

61%
59%

19%
16%
11%
9%
5% 7%
3% 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; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-sports &
gaming fans, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 40% of e-sports & gaming fans have a high annual household income
Demographic profile: income

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

Target audience 40% 28% 32%

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; What topics are you personally interested in? Please think of
topics that you read about or watch / listen to.; Multi Pick; Base: n=395 e-sports & gaming fans, n=1685 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 A relatively high share of e-sports & gaming fans live in a household of two or
more related adults
Demographic profile: household classification

Type of households in which consumers in the Philippines live​

54%

46%

19%
15% 14% 15%

6% 6% 7% 7%
5%
3% 3% 2%

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; What topics are you personally interested in? Please think of topics that you read about or watch /
listen to.; Multi Pick; Base: n=459 e-sports & gaming fans, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 e-sports & gaming fans are more likely to live in cities and urban areas than the
average consumer
Demographic profile: type of community

Communities where consumers live in the Philippines

31%
28%

24% 24%
22% 21%
19%

15%

9%
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; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-sports & gaming fans, n=2100 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Safety and security has less importance to e-sports & gaming fans than to the
average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in the Philippines

68%
65%

55%
48% 47%
44%
35% 34% 34% 36%
28%
23%
18%
15% 15% 16%
6% 6%
4% 3%

To be Safety and A happy Having a An honest Learning Advancing Making Social Traditions
successful security relationship good time and new things my career my own 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; What topics are you personally interested in? Please think of topics that you read about or watch / listen
to.; Multi Pick; Base: n=459 e-sports & gaming fans, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 72% of e-sports & gaming fans are also interested in food and dining
Consumer lifestyle: main interests

Top 10 interests of e-sports & gaming fans in the Philippines

100%

72% 69% 68% 66%

61%
57% 56% 56% 54%
50% 50% 53%
44% 45% 45% 42%
36% 38%

22%

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

Target audience All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-sports & gaming fans, n=2100
all respondents
Sources: Statista Consumer Insights Global as of August 2023
 e-sports & gaming fans are more likely to have video gaming as a hobby than
the average consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of e-sports & gaming fans in the Philippines

77%
67%

50%
43% 46% 45% 45%
43% 43% 41% 42% 41% 40%
38% 39%
33%
29% 29%
25% 24%

Video Tech & Reading Cooking Traveling Doing Pets Cars / Outdoor Photography
gaming computers / baking sports vehicles activities
and fitness

Target audience All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-sports & gaming fans,
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
 69% of e-sports & gaming fans state that it is important to them to get the best
image and sound quality
Consumer attitudes

Agreement with statements in the Philippines

69%

54% 54%
50%
45% 46%
39%
36%
26%
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; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=216 e-sports & gaming fans, n=1050 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 A relatively high share of e-sports & gaming fans think that government debt is
an issue that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Philippines according to e-sports & gaming fans

73%
69% 67%
66% 66%
63% 63% 61%
59% 60% 58%
53% 53%
50% 50% 50% 50%
42% 42%
38%

Poverty Unemploy- Rising prices Education Crime Economic Health Environ- Government Climate
ment / inflation / situation and social ment debt change
cost of living 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; What topics are you personally interested in? Please think of topics that you read about or
watch / listen to.; Multi Pick; Base: n=459 e-sports & gaming fans, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Compared to the average consumer, e-sports & gaming fans tend to have
centrist political views
Consumer attitudes: politics

Political attitudes of consumers in the Philippines

Target audience 14% 32% 42% 12%

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; What topics are you personally interested
in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-sports & gaming fans, 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

 e-sports & gaming fans relatively frequently consume all types of media
Marketing touchpoints: media usage

Type of media consumers in the Philippines have been using in the past 4 weeks
88%
85%
78% 76%
72%

54%
49%
46%
42% 41% 42%
36%
33%
27% 29% 28%
24% 24% 23% 21%
12%
7%

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

20 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-sports & gaming
fans, n=2100 all respondents
Sources: Statista Global Consumer Survey as of August 2023
 e-sports & gaming fans remember seeing ads in video games more often than
the average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where e-sports & gaming fans in the Philippines have come across digital advertising in the past 4 weeks

70% 69%

60% 59% 57%

48% 46% 46% 44% 43% 42%

38%
36% 35%
32% 32% 33%
30%
27%
21%

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

21 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-
sports & gaming fans, n= 2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 e-sports & gaming fans access the internet via a desktop PC more often than
the average onliner
Marketing touchpoints: internet usage by device

Devices consumers in the Philippines use regularly to access the internet

98% 96%

65%
59%
54%
50%
43%
39% 36%
31%
26%
19% 17%
12% 12% 14%
11% 9%

Smartphone Laptop Desktop PC Smart TV 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; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459 e-
sports & gaming fans, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 On social media, e-sports & gaming fans interact with companies more often
than the average onliner
Marketing touchpoints: social media usage

Social media activities in the Philippines by type​

73% 73% 71% 70%

64% 62% 64%
62% 61%
58% 56% 54%
50% 48% 46%
40%
37%
32% 33%
23%

4% 6%
1% 1%

Liked posts Followed Commented Sent private Posted Shared Liked Posted texts Followed Shared Passive social No social
by other people on posts messages 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; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459
e-sports & gaming fans, n=2100 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 e-sports & gaming fans remember seeing ads out-of-home more often than 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

59%
52% 53%

42%
36% 34%
30% 29% 27%
23% 22%
18% 18% 20%
17%
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; What topics are you personally interested in? Please think of topics that you read about or watch / listen to.; Multi Pick; Base: n=459
e-sports & gaming fans, 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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