Survey: 68% of Parents Find Video Game Ratings Effective

Authored by Mark Hefflinger on December 5, 2006 - 2:43pm.

Santa Monica, Calif. - A recent survey commissioned by video game publisher Activision found that 84% of parents are very familiar with the industry's game ratings system, and 68% believe the system is effective in helping them make game purchases for their children.

The survey, conducted by The Harrison Group, also found that 79% of parents said they pay "close attention" to Entertainment Software Ratings Board (ESRB) game ratings, rising to 89% for those with children under 12. Over half of parents (52%) said they actively research all video games prior to purchasing them for children, with 56% citing the game's ESRB rating as their top purchase influencer -- more than any other factor.

"We were delighted to learn that parents and their children are very familiar with the ESRB ratings system, but it was even more gratifying to see that such a large majority of parents are aware of, researching and active in their children's videogame purchasing and playing," said Robin Kaminsky, executive vice president of publishing for Activision.

The study also showed that a strong majority (74%) of parents feel that videogames are part of their family's life, and that they are very comfortable with this.

In fact, 58% of parents surveyed said they play games themselves, and among those players, 52% of their game playing time is spent with their children.

Related Links:
http://biz.yahoo.com/bw/061205/20061205005482.html?.v=1
http://www.activision.com
http://www.harrisongroupinc.com
http://www.esrb.org