US Handheld Gaming Devices Market Analysis
The US Handheld Gaming Devices Market has steadily grown, with the global gaming console market recovering from a 2022 dip and reaching a significant value in 2024 with over 2% growth.Â
Mobile gaming leads in revenue, the handheld gaming console market—particularly hybrid PCs like the Steam Deck—is gaining traction. The console segment declined slightly but is expected to rebound with new launches like Nintendo Switch 2. Economic challenges such as inflation and tariffs are limiting spending power, but strong brand loyalty and innovation support market stability. Looking ahead, new handhelds from Microsoft and Sony and improvements in battery life and digital libraries will drive growth in the foreseeable future.
US Handheld Gaming Devices Market Consumer Trends
Consumer trends in the US handheld video game console market show strong ownership and interest among younger adults (18-54), with almost 40% of gamers owning a Nintendo Switch and high anticipation for the Switch 2. While older gamers (55+) tend to rely mainly on mobile devices for gaming, younger consumers value portability, convenience, and nostalgic connections to handheld devices. Battery life is the top priority for more than half of gamers, followed by portability, while cost remains the biggest barrier to purchase. Gender ownership is balanced for popular devices like the Switch, and interest in newer devices like PlayStation Portal is growing equally among men and women. Additionally, digital game libraries and the ability to connect handhelds to larger screens are increasingly important factors influencing purchase decisions and the portable gaming console market.
Purchasing the US Handheld Gaming Devices Market Report 2025 provides key insights into consumer trends and market dynamics. This analysis will help manufacturers and retailers refine strategies and seize growth opportunities in this evolving sector.
About The Report
The US Handheld Gaming Devices Market Report 2025 offers comprehensive insights into the US handheld gaming devices market, covering ownership patterns, consumer preferences, market performance, key drivers, barriers to purchase, and emerging trends in device features and marketing strategies. It includes detailed analysis of handheld gaming market share, demographics, device usage, and consumer attitudes across age, gender, and gamer segments, supported by extensive consumer surveys and market data. The research covers leading devices such as Nintendo Switch, PlayStation Portal, and handheld hybrid PCs, providing valuable information for manufacturers, retailers, advertisers, and investors seeking to understand consumer behavior, optimize product offerings, and capitalize on growth opportunities in the handheld gaming sector.
Key Topics Analyzed in the Report
- Ownership and interest in devices beyond Nintendo Switch and PlayStation Portal
- The economic factors impacting the gaming industry and device sales
- Consumer preferences in handheld gaming devices
- Barriers to purchasing handheld devices, and reasons to use them
- Experiences with handheld devices and their perception
- Emerging trends in gaming device features and marketing
Meet the Expert Behind the Analysis
This report was written by Brian Benway. As a Gaming Analyst, Brian researches and analyzes the video game industry across genres and platforms. Brian has been with Mintel since 2017. His education background in Game Design and Animation informs his expertise and consumer insights in the gaming sector.
Whether players are out and about or relaxing at home, handheld gaming has them covered. With new devices on the horizon, 2025 looks big for handheld gaming.
Brian Benway
Senior Tech and Gaming Analyst
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EXECUTIVE SUMMARY
- What you need to know
- Global video game market size
- Market predictions
- Men and women are mostly in agreement on handheld devices
- Gaming drains batteries making long-lasting power a must have for devices
- Video games are an expensive hobby, especially for hardware
- Handheld device purchase interest is high among the young and “not-that-old-yet”
- Handheld gaming opportunities
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MARKET DYNAMICS
- Market context
- Economic growth is expected to decline in Q1 2025
- Graph 1: quarterly real GDP growth, 2021-25
- Both annual and core inflation increased by more than expected in January
- Graph 2: headline CPI and core CPI, 2021-25
- Consumer sentiment declined by 10% from January – falling to its lowest level since late 2023
- Graph 3: consumer sentiment index, 2022-25
- Gaming market
- Global video gaming revenue is forecasted for slow and steady growth of 3.1%
- Graph 4: global video game industry revenue, 2019-26
- 2.1% year-on-year growth, console declines while PC and mobile grow
- Graph 5: global video game industry revenue share (% billions), by device, 2024
- Market drivers
- Nintendo Switch performance and Switch 2 expectations
- Nintendo plans a full buildup to the Switch 2 launch
- New Microsoft and Sony handhelds coming?
- GameStop to close stores in France and Canada, streamlining profit or decline
- New union brings together video game workers across North America
- PC is more important to gaming than ever before
- Video game rentals are back in a big way in Japan and UK
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CONSUMER INSIGHTS
- Consumer fast facts
- Handheld devices ownership and interest
- A few grains of salt on handheld gaming devices in the larger industry
- Graph 6: gaming devices usage, 2024
- Many are building their userbases, but Nintendo has a massive loyal following
- Graph 7: handheld devices ownership and interest, 2024
- Younger men and women keep pace, but older men pull ahead in ownership
- Graph 8: handheld devices ownership, by gender, 2024
- Handheld devices are supported by younger and “not-that-old-yet” gamers
- Graph 9: handheld devices ownership, by age, 2024
- Men and women gamers are equally interested in the PlayStation Portal
- Graph 10: interest in handheld devices, by gender, 2024
- Bold ideas and messaging for everyone work with Nintendo and PlayStation
- Graph 11: interest in Nintendo Switch and/or PlayStation Portal, by age and gender, 2024
- As expected, tech enthusiast VR gamers are the most interested in handhelds
- Graph 12: interest in handheld devices, by gamer segment – device and frequency, 2024
- Gamers appreciate the importance of handheld devices, some need big screens
- Graph 13: attitudes toward future devices (% agree), by gaming device users, 2024
- Experience with handhelds
- Mobile’s omnipresence is a threat, but handhelds have their own conveniences
- Graph 14: experience with handhelds (% agree), 2024
- Nostalgia can be a powerful influence for younger adult gamers
- Graph 15: experience with handhelds (% agree), by age, 2024
- Many adults may avoid taking their handhelds out of the home
- Graph 16: experience with handhelds (% agree), by select handheld device owners, 2024
- Handheld device usage
- Portability matters, but some gamers only take a handheld out for social gaming
- Graph 17: my handheld device is my…, 2024
- Men and women are mostly in agreement on handheld device usage
- Graph 18: my handheld device is my…, by gender, 2024
- It’s heart warming to think of a bunch of 50 year old men gathering at a friend’s house to play video games
- Graph 19: my handheld device is my go-to in-person social gaming device, by age and gender, 2024
- Graph 20: my handheld device is expensive paperweight, by age and gender, 2024
- Even great products can make buyers feel they bought something unnecessary
- Graph 21: my handheld device is my…, by select handheld device owners, 2024
- 18 to 54 are more likely to resonate with handheld gaming
- Graph 22: attitudes toward other purchase factors (% agree), by gender, 2024
- Key factors
- Gaming drains batteries making long-lasting power a must have for devices
- Graph 23: key factors for handheld gaming devices, 2024
- Younger women may greater anxiety about battery life on portable devices
- Graph 24: key factors for handheld gaming devices, by gender, 2024
- 18-54 year old gamers are in very close alignment on key handheld features
- Graph 25: key factors for handheld gaming devices, by age, 2024
- Digital libraries are relatively new, but have become a defining feature
- Graph 26: attitudes toward console and PC devices (% agree), by age, 2024
- Gamers interested in handheld PCs crave gaming hardware power
- Graph 27: key factors for handheld gaming devices, by device purchase interest, 2024
- Barriers to purchase
- Video games are a very popular but expensive hobby, especially for hardware
- Graph 28: barriers to purchasing a handheld gaming device (any rank), 2024
- Brand loyalty or console wars not a big barrier, and more of a concern for men
- Graph 29: barriers to purchasing a handheld gaming device (any rank), by gender, 2024
- Cost, battery life, usability and screen size resonate strongly across ages
- Graph 30: barriers to purchasing a handheld gaming device (any rank), by age, 2024
- Gaming enthusiasts across hardware types have unique considerations for handhelds
- Graph 31: barriers to purchasing a handheld gaming device (any rank), by gamer segment – device and frequency, 2024
- Convert interest into purchases with these elements in handheld device marketing
- Graph 32: barriers to purchasing a handheld gaming device (any rank), by device purchase interest, 2024
- Nintendo boasts a sterling reputation for its handheld devices
- Graph 33: attitudes toward Nintendo and next generation devices (% agree), by age, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- With more than 21 million views on its teaser alone, Nintendo Switch 2 is one of the most highly anticipated launches
- Lenovo unveiled Legion Go S and upcoming Lenovo Legion Go 2 at CES 2025
- Monster Hunter Wilds grosses over $69m on Steam in 24 hours
- Marketing and advertising
- PlayStation Portal focuses on immersion and freedom from the couch
- Launched in January 2025, the Claw 8 AI+ is still sold out in March
- ASUS ROG Ally sticks to players demands for modern handhelds
- Backbone aims for younger mobile gamers with console-like controls
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Appendix
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- US video game consumers
- Gaming devices usage
- Graph 34: gaming devices usage, 2024
- Console brand usage
- Graph 35: console brand usage, 2024
- Gaming frequency
- Graph 36: gaming frequency, 2024
- Mintel gamer segments – motivations
- Graph 37: Mintel gamer segments – motivations (any rank), 2024
- Mintel gamer segments – motivations
- Graph 38: Mintel gamer segments – motivations, gamer segments, 2024
- Gamer segments – Achievers and Explorers
- Gamer segments – Socializers and Competitors
- Mintel gamer segments – device and frequency
- Graph 39: Mintel gamer segments – device and frequency, 2024
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