A new study has revealed that Gen Z Australian men now prefer gaming with mates over hitting the pub.
Research conducted by independent firm Antenna Insights for Logitech G surveyed over 1,500 Australians aged 18 to 45 and uncovered some pretty wild findings. According to the data, 61% of Gen Z Australian men aged 18 to 24 now prefer connecting with their friends through online gaming rather than heading to local pubs or bar in Melbourne and wider Australia.
Nearly half (49%) of all 18 to 24-year-olds surveyed said they’d choose a video gaming night in with friends over going out to the pub. On a broader scale, one-third (34%) of all 18 to 45-year-olds feel the same way. Logitech G’s findings suggest the days of the traditional Friday night out are being replaced by the convenience and camaraderie of the digital world.
Online gaming vs pubs in Melbourne
- 73% of gamers rely on online play to maintain long-distance friendships
- Frequent gamers enjoy 3.8 hours more social time with friends each week compared to those who rarely game
- 38% of Gen Z men describe online gaming as their primary third space for connecting with their social circles
- Just over one in six Australians (18%) consider online gaming their primary third space
- Cafes and restaurants ranked first at 32%, while pubs and bars came in third at 16%
Find our list of best Melbourne pubs here.
Three key factors are driving this cultural shift: affordability (cited by 54% of respondents who chose video games), relaxing benefits (47%), and convenience in organising compared to other activities (42%). With meeting at the pub becoming increasingly expensive and out of reach for many young Australians, online gaming is emerging as a more accessible option for community building.
Online gaming is rapidly becoming one of Australia’s top third spaces; defined as a go-to hub outside of home and work that drives social connection and fosters community. Gaming platforms including PlayStation, Xbox, PC and mobile ranked second only to cafes and restaurants as preferred social spaces.
Data shows that frequent gamers enjoy significantly higher friendship satisfaction compared to non-gamers, particularly daily male gamers. Online gaming appears to not only deepen existing friendships but also has the potential to spark new social connections beyond established social circles. Frequent gamers enjoy 3.8 hours more social time with friends each week compared to those who rarely game.
Gaming’s reputation as an antisocial pastime is clearly being turned on its head, with the research suggesting it’s now an ideal social watering hole to boost friendship satisfaction. An overwhelming 73% of gamers rely on online play to maintain long-distance friendships.
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