70 Percent Of Parents Consider ESRB Ratings When Buying Games

According to a national survey released today by The Harrison Group and Activision Publishing, 82% of parent gamers and 75% of children are familiar with the ESRB rating system.

Additionally, 63% of parents with children who play games consider themselves gamers with the number increasing to 83% for parents ages 35 and younger, and 70% of parents pay close attention to the ratings when purchasing a game for themselves or their families.

The survey was conducted by The Harrison Group as part of Activision's "Ratings Are Not a Game" educational initiative and focused on the awareness and influence of the ESRB rating system on both children and their parents.

Other key survey findings include:
• Gamers devote 32% of their leisure time to entertainment with video games accounting for the largest share -- approximately 19%.
• 76% of parents agree that video games are a part of their family's life, and are something they're very comfortable with.
• Among parent gamers, 52% of their video gaming playing time is spent with their children.
• Approximately 62% of parents conduct research before purchasing a video game that their child wants.

"Parents rely on and value the ESRB ratings in helping them decide which games to allow their children to play," said Mike Griffith, President and CEO of Activision Publishing. "Our 'Ratings Are Not A Game' education initiative underscores our commitment to helping parents better understand and utilize the ratings system as they select age appropriate games and determine the best way for the entire family to enjoy the gaming experience."

Activision's "Ratings Are Not A Game" educational initiative focuses on educating consumers about the ESRB's rating system and helping parents make informed decisions about the video games their families play. The company recently partnered with Dr. Cheryl Olson, co-director for the Center for Mental Health and Media at Massachusetts General Hospital, to produce a series of videos that help parents optimize children's experiences with video games. These videos as well as additional resources for parents are available at Activision's website.

For the Activision ESRB ratings survey, 1,201 online interviews were conducted among a nationally-representative group of video game players ages 6 to 44 and their parents. The research was conducted by the Harrison Group, a strategic marketing consulting and research services firm.

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