With Sony’s new Playstation 4 and Microsoft’s new Xbox One now in-stores, Jana decided to survey to its panel members to learn more about video games and gaming in emerging markets. Respondents were asked to share their gaming habits, what video games they prefer and what devices they prefer to play them on, what new video game system they plan to purchase, and why.

We surveyed over 1500 Jana panelists in India, Indonesia, the Philippines, Vietnam, Kenya, Nigeria, South Africa, Brazil, and Mexico. Below are some key takeaways from the data and an interactive map featuring a selection of answers to the free response questions.

Video-Games playing

Note: the panelists polled were primarily urban males. The data is reflective of a segment of Jana’s research panel, not emerging markets as a whole.


Video games are common:

  • Video game usage among respondents was quite common, with over two thirds of respondents saying that they play video games at least once or twice a week. In terms of the consoles they own, just as many respondents own the most recent generation of consoles (PS3, Xbox 360) as those who still own the past generation of consoles (PS2, Xbox). That being said, over 75% of respondents said that they plan to buy a PS4, Xbox One, or Wii U this year.


Types of games:

  • Sports video games were the most popular type of game in nearly every country surveyed. FIFA was the only video game to be among respondents’ top three games in every country surveyed.video games mobile gaming


Consoles vs computers vs mobile gaming:

  • Respondents who prefer console gaming pointed to spectacular graphics and comfort in playing as the advantages, while those who prefer computers spoke to the ease of downloading and accessing nearly any type of game. Mobile phone gamers also cited the ability to download games fast and inexpensively as a major advantage, while also speaking to the devices portability and the fact that it does not need to be plugged in to operate.

Why do you use this device to play video games the most?

Video game system

Mobile phone


Which of the new video game systems are you most likely to buy this year?

Why will you buy this brand of video game system?

Playstation 4

Xbox One

Wii U

Respondents were also asked an array of questions about their video games preferences and gaming habits including: “How often do you play video games?”, “What video game systems do you currently own?”, “What do you use your video game system to do?”, “Are you planning to buy a new video game system this year?” and  more.

To see the full set of data from our survey on video games and gaming in emerging markets, or to run your own Jana research surveys, email us at sales [at] jana [dot] com or reach out to us on Twitter: @Jana