Appinio Research · 25.11.2024 · 8min read
When did it become so cool to be a nerd? Over the last decade, nerd culture has increased in popularity and officially entered the mainstream.
Are Nerd Fandoms Stronger Than Sports Fandoms?
Surprisingly, some nerd sub-cultures actually are more popular than football, which ranked 3rd out of the 8 fandoms we surveyed about. 58% of people reported some level of interest in football, compared to 59% for gaming and 61% for Si-Fi. Gaming in particular is seeing a surge in popularity. In fact, the gaming industry is worth £141.7bn, more than the film and music industry combined (Marketing Beat).
Some other areas of fandom didn’t prove as popular, like table-top gaming, anime and K-culture. That being said, all three fandoms still have a large reach and are growing significantly. For example, one fifth of people report interest in board games and card games, additionally, the tabletop gaming sector has a forecast CAGR of 10.4% and is projected to be worth $26bln in 2030 (LaunchBoom).
Other fandoms, like the fandoms for fantasy and superheroes, are also relatively close to football at 55% and 53% of people reporting being interested respectively.
This shows that being a fan of nerdy things isn’t as niche as you might expect, in fact, it’s popularity in the UK is comparable to sports fandoms. This means there’s a huge potential target audience for nerdy things that brands can tap into that cover a wide variety of interests.
Overall, the study shows that football has a higher percentage of “die hard” fans; 38% reported being very interested in football, compared to 30% who said they were very interested in gaming. However, nerd culture has broader appeal, with more people interested ideal. This means that nerds might not be as fanatical as sports-followers, but there are more of them - meaning that references to video games and nerdy genres are likely to resonate with more people and engage more fans to build positive brand sentiment.
For a more detailed break down of geeky trends, check out NERD: How Nerdy is Britain?
Is There A New Generation of Nerds?
Nerd culture proved to be much more important for younger generations than older generations.
76% of 18-35 year olds are interested in gaming, compared to 48% of 36-65 year olds. Football also ranked much lower for younger demographics than older demographics, 5th vs 2nd, showing that the influence of sport is potentially on the decline whilst nerd culture is gaining popularity and looks set to grow.
However, this doesn’t mean that the most popular gaming franchises are new or specifically targeted at younger generations. Newer franchises like Fortnite, Minecraft and Overwatch are featured in the top 30 most familiar franchises but classic franchises like Mario, Sonic, Pokémon and the SIMS all ranked within the top ten. This shows that the popularity of nerd culture has longstanding multi-generational appeal and that the younger demographic have a strong interest in the classic and iconic IPs.
The great thing about nerd culture is you don’t have to be part of the new generation of nerds to feel young again when participating in nerdy hobbies, 85% of people said nerdiness helps them to feel like a child or teenager again.
Why Is Being Nerdy Important?
Nerdy interests aren’t just fun, they’re important for our mental health and wellbeing because they’re a form of escapism and self-expression, offer stress relief, and they’re a great way to develop a sense of community.
- 81% said that, “I enjoy being part of a community with people who share my interests”.
- 88% of people agreed, “we live in uncertain times. Movies, series and games help me escape the stresses of everyday life”.
- 61% agree that “my fandom and geekiness is a big part of my identity”.
- 63% said they enjoy attending offline events where they can experience their interests with others.
From a brand partnership perspective, this is hugely valuable. By partnering with iconic franchises, brands can inspire feelings of nostalgia which contribute to positive emotional associations with their own brand and benefit from positive sentiment and boost brand affinity.
Nerd culture’s role in shaping identity and self-expression taps into the concept of self-actualization, the pinnacle of Maslow’s Hierarchy of Needs (Simply Psychology). For brands, this connection offers a powerful avenue to generate and showcase value by aligning with consumers’ deeper desires for personal growth, creativity, and authenticity. Embracing this culture allows brands to resonate with fans seeking not just products, but meaningful experiences and a sense of belonging that enhance their journey toward self-fulfilment.
What Does Nerd Culture Mean for Brands?
Consumers are very receptive to nerdiness being featured in marketing campaigns and brand strategies. 73% of people said they appreciate when brands and marketing support their geeky interests, and 69% said they like when brands release limited editions based on nerdy franchises. Meaning that partnering with nerdy franchises which boost engagement with marketing activations and drive interest in limited edition products. There are lots of examples of brands using this strategy, such as the Haribo limited edition Super Mario Mix. More and more brands are also embracing having their products featured in video games, like Crocs being available on Roblox.
Want to embrace your nerdy side? Check out the NERD Report:
Want to run your own study?
Then take your market research efforts to the next level, sign up to Appinio for free and talk to us.
