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Each generation prefers where they go to socialize. The pub has been a popular place for socializing for many decades. For the longest time, the pub was the perfect place to get together every week, buy a few pints and catch up with your found family. But as the cost of living rises astronomically, young men are beginning to look for other ways of socializing that won't be an additional financial burden.
During the pandemic, online gaming has given many young people the opportunity to stay connected and socialize in the virtual world. Now, online gaming has become a much more attractive alternative to Gen Z than going to the pub for a night of pint after pint.
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Gen Z puts down the glass and picks up the remote
Antenna Insights focused on this topic recently, conducting an in-depth study of how Gen Z is shifting the cultural landscape when it comes to socializing. For the study, they targeted 1,500 Gen Z Australian men aged 18 to 24. Several interesting things came to light in this extensive study.
More than 49% of Gen Z men aged 18 to 24 prefer alternative activities. Around 49% of participants said they prefer playing online games with their friends over going to the pub. Even as the age range widens to 45, 34% of participants say online gaming is their number one method for socializing.
Some of the reasons for their selection were as follows. 54% of participants said affordability was the biggest factor why they prefer playing online with their friends, while 42% said they prefer it because of the convenience it provides. Finally, 47% said they found it much more relaxing than going to a noisy pub.
It makes sense that affordability is such a strong factor for these men because it's not just the cost of drinks that is rising. With inflation, the cost of gas for cars or public transport fees also increases. It's getting to the point where it's easier and more cost-effective to stay home, heat up your leftovers, and fire up your console or PC.
Cost reduction isn't the only benefit of playing online games with friends. The study revealed that those who play online games with their friends spend more time socializing with their friends than those who don't (nearly four hours more socializing to be exact). Not only that, but the study shows that 73% of gamers rely on online gaming to stay in touch with friends remotely and maintain strong relationships with them.
Gaming was once considered a socially unacceptable pastime, but today it is proving to be one of the most social things you can do with your friends. You don't quietly watch a movie in a dark theater and you don't have to shout over obnoxiously loud music to hear each other. Playing online gives you much more time to catch up, develop jokes, and enrich your social life without spending more money.
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