Our survey results found that a staggering 43% of gamers have put off or scrapped plans to upgrade their graphics processing units (GPUs). The burden of financial pressures including rent and bills weigh heavily on them. The average age of gamers today is 34 years old. This growing demographic is experiencing their own economic pressures that are forcing them to reconsider how they spend their dollars on gaming technology.
The survey includes great news in the form of generational transition among gamers. It indicates that 51% of respondents identify as male, 46% as female, and 3% nonbinary or other. Together, this data creates a powerful picture of a diverse gaming community united by similar financial challenges. We understand many of you are waiting on new GPUs due to broader societal challenges. These pressures are impacting their discretionary income and spending habits.
In the gaming community, brand loyalty is strongly affected. In fact, 35% of gamers reported that influencers or reviews have caused them to avoid specific GPU brands. Moreover, 23% said that controversies involving companies’ business practices caused them to shun particular makers. Consumer sentiment has never been more important in growing brand loyalty. That’s particularly true when it comes to the tech world, where reputations feel like they can turn on a dime based on public sentiment.
Meantime, Nvidia remains the untouchable market leader. That’s because an astonishing 73% of gamers pick it as their preferred brand when given an equal choice. Yet, even amongst those that would consider spending money on their gaming related hardware, financial prudence wins the day. Perhaps not surprisingly, 39% of gamers intend to wait one or two years before purchasing their next GPU. In contrast, 37% of gamers said they will only upgrade if their current GPU dies.
In fact, 42% of gamers report that they would forgo purchasing their next GPU. Or they think they can get away with AI upscaling or cloud services being enough for their gaming needs. This marks another important step in signaling increasing openness to alternative technologies by gamers, who are looking for value that extends beyond classic cycles of hardware upgrades.
The gaming landscape is moving faster and faster every day. One in five gamers believes that high-end GPUs will become irrelevant in the next three years. This perspective presents challenges for manufacturers who must adapt to changing preferences and expectations. In fact, most gamers are already taking advantage of cloud gaming services such as GeForce Now or Xbox xCloud, with 36% claiming to use them on a regular basis.
Aside from the financial aspect, still 25% of gamers are willing to spend more than $500 on a new GPU. According to one in seven gamers, GPU shortages have hurt their gaming or work experiences in the last year. The urgency for upgrades is undermined by new market realities that act as a double-edged sword.
Brooke Oates, an expert in gaming industry trends, emphasizes the necessity for brands to adapt:
“Gamers are pragmatic: value, reliability, and innovation matter more than brand loyalty.” – Brooke Oates
Manufacturers must rethink their strategies in light of these insights:
“GPU and gaming providers must rethink and address their value propositions. Accessible pricing, trade-in programs, or cloud gaming integrations could build long-term loyalty.” – Brooke Oates
The willingness of gamers to embrace cloud and AI-powered solutions suggests that companies should explore partnerships or innovations in these areas to secure their position in a competitive market.
“With gamers increasingly open to cloud and AI-powered solutions, partnerships or innovation in these areas could position brands for the future.” – Brooke Oates
Additionally, 36% of gamers have switched GPU brands during an upgrade cycle, demonstrating a fluidity in consumer choices driven by evolving technologies and personal experiences. Interestingly, disappointment drove 8% of gamers to regret a GPU purchase, demonstrating that expectation mismatch still isn’t behind us.