Data Store Games

Social media usage by gamer segments Q4 2022 Available for: US, UK, Canada, Australia, Germany, France, Sweden, South Korea, Brazil

Cover image for Social media usage by gamer segments Q4 2022


Our clients have full access to all of our datasets. Clients can log in to download this dataset.


This dataset contains survey data regarding weekly usage and daily usage of social media across over 80 gamer segments. It includes the following services: BeReal, Discord, Facebook, Facebook Messenger, Instagram, Instagram Reels, Pinterest, Snapchat, TikTok, Twitter, Weverse, WhatsApp, YouTube, and YouTube Shorts. 

Key benefits:

  • Inform your social media strategy
  • Set realistic expectations for your social media campaigns
  • Understand the relative positioning of social platforms, particularly which groups they cater to
  • Understand the ratios between weekly and daily active usage of social media, and see how this varies for different types of games consumer
  • Determine the optimum place to market your new game 

Examples of questions answered:

“What social media should I focus on to target first-person shooter (FPS) fans versus role-playing games (RPG) fans?”

“What percentage of Xbox Game Pass subscribers use Instagram versus TikTok?”

“What percentage of Americans use Snapchat every day?”

“What percentage of PlayStation Plus users are female, compared to Xbox Game Pass users?”

“How does active usage of YouTube vary across age groups? How does this compare to TikTok?”

“Which social media are best to promote Esports?”

“Which social platforms do in-game item buyers use most?”

“How can you best reach fans of your game?”

Key segments included:

By demographics:

Age, gender, age within gender, and income.

By platform:

Gamer average, PC gamers, console gamers, and mobile gamers.

By behaviour:

Game service subscribers, online multiplayer gamers, gamers who stream their gameplay, in-game item buyers, esports viewers, and esports attendees.

By time and money spent:

High and low games spenders, high and low in-game spenders, high and low time spent gaming, aficionados (high money spent, high time spent), collectors (high money spent, low time spent), forgotten fans (low money spent, high time spent), and the passive majority (low money spent, low time spent). 

By service:

Weekly active users (WAUs), daily active users (DAUs), and paid users of all tracked services.

By fans of specific game genres:

Action / adventure, first-person shooter (FPS), multiplayer online battle arena (MOBA), open world, platformer, puzzle, role-playing game (RPG), sandbox, simulator, sports, strategy, and survival.

By players of specific games titles / franchises:

Animal Crossing, Assassin’s Creed, Call of Duty, FIFA, Fortnite, Grand Theft Auto (GTA), League of Legends, Madden NFL, Minecraft, NBA 2K, Pokémon, Roblox, Rocket League Spider-man, Super Mario, and Valorant.

Dataset Territories Available for Purchase




This report is relevant to the following roles: