2 min read
The classic Friday night at the pub is losing its crown. For decades, buying a few pints was the standard way globally to catch up with friends. However, a significant cultural shift is currently underway. A recent study reveals that Gen Z men are increasingly trading crowded bars for online lobbies.
Antenna Insights conducted an in-depth study focused on 1,500 Australian men aged 18 to 24. The findings highlight a massive migration from physical venues to virtual worlds.
The New “Third Place” for Gen Z Men
The data paints a clear picture of this new preference. While the pub was once the default meeting spot, it has fallen significantly in popularity.
- Online Gaming: 38% of Gen Z men now identify online gaming as their number one social hub.
- Pubs/Bars: Only 18% consider the pub their primary social space.
- Sports: Traditional sports trail behind at just 13%.
Interestingly, this trend is not strictly limited to the youngest adults. When the study expanded the age range to 45, 34% of participants still identified online gaming as their number one method for socialising.
Why the Living Room Beats the Bar
Why are young men putting down the glass? The study points to three main factors:
- Affordability
- Relaxation
- Convenience
Affordability is the leading driver. With the cost of living rising astronomically, 54% of participants cited financial reasons for their choice. It is not just the price of drinks, rather inflation has hiked the costs of gas and public transport. Consequently, heating up leftovers and booting up a console is simply more cost-effective.
Relaxation is another key motivator. 47% of respondents find gaming far more relaxing than navigating a noisy pub. Additionally, 42% prefer the convenience of staying in rather than organising a night out.
A Superior Social Experience?
Contrary to old stereotypes, gaming is proving to be a highly social activity. The study found that men who game with friends enjoy enriched social lives. In fact, they spend nearly four additional hours socialising compared to those who do not game.
Furthermore, gaming solves logistical hurdles. 73% of gamers rely on these virtual spaces to maintain relationships with long-distance friends. Unlike a movie theatre where you sit in silence, or a club with obnoxiously loud music, online gaming allows for genuine conversation. It provides the perfect space to catch up and develop inside jokes without the financial strain of a night out.
