Research into the preferences of Gen Y and Gen Z Australian men has found more now tending to socialise or gamble online rather than with mates at the pub.
The results suggest traditional nights out are being forsaken in favour of the digital world, and coincide with findings by the ANU that while fewer Australians now gamble, many more do so at risky levels.
A survey of more than 1,500 Australians aged 18 to 45 (Gen’s Y & Z) conducted by independent researcher Antenna Insights was carried out for electronics producer Logitech G.
It found many now prefer connecting with mates online, rather than going out to a pub or venue.
This was the case for 49 per cent of Gen Z (18 to 24-year-olds) and around a third (34pc) across the whole sample group.
Those surveyed reported that they rely on online activities to maintain long-distance friendships (73pc) and averaged 3.8 hours more social time each week versus those who participate online infrequently.
It has seen online gaming rise above pubs as this age group’s primary ‘third space’, defined as the go-to hub beyond home and work that is the centre of social connection.
Nearly one in five (18pc) Australian Gen Y and Zs now consider online gaming as their third space, surpassing pubs and bars (16pc), now ranked third, although still behind cafes and restaurants, achieving 32 per cent.
Social get-togethers at the pub are increasingly seen as too expensive, particularly as disposable income is squeezed, but there are several factors driving the move online.
A key motivator may be affordability (54pc of respondents), but there are also seen to be recreational benefits (cited by 47pc) and the digital realm offers ease in organising over other activities, as stated by 42 per cent. Online gaming also offers potential to spark new social connections.
The latest national gambling survey from the Australian National University (ANU), released in October, pulls results from its regular survey of Australian public opinion.
It reports the number of Australians gambling at risky levels is at its highest level in six years, nearly one in five (19.4pc) saying they had done so in the past 12 months.
“This has coincided with a huge spike in online gambling – more than half of all gambling in Australia is now happening online,” says Associate Professor Aino Suomi, lead author of the study.
Online gambling is linked to more frequent and risky gambling, and psychological distress.
Participation rates reflect the ready availability in Australia of legal online gambling, but problematic behaviour is demonstrated by the fact illegal online products, such as pokies, have doubled in the past year.
The highest rate of online gambling was seen in sports betting, growing 49 per cent in the past 12 months to now account for seven per cent of all gambling in Australia.
The ANU’s full Gambling Participation in Australia 2025 report is available here.
Research by Britain’s NIH into the motivations to gamble identify and investigated four core reasons, being what are termed enhancement (defined as positive feelings and excitement), coping (to relax or forget problems), social (spending time with friends) and financial (need for money through possibility of winning or earning).
Importantly, those who gamble for social reasons – a core element of those moving online – are actually more traditionally those who prefer a physical venue.
What can be learned?
Pubs may be losing business to online activities, but some of the drivers are in elements where pubs still have the advantage, implying they may be able to entice some of this business back.
Cafes and restaurants remain the number one preferred ‘third space’, which suggests pubs might do more to offer comparable environments for younger people, particularly men.
And the incentive of socialising and expanding social circles is one of the age-old drawcards of the pub, implying venues should better play to their strengths of social variety and occasions, particularly for the younger generations that want more from their hangout than a place to drink alcohol.
