Survey Indicates High Awareness of ESRB Ratings

70.0% of parents pay “close” attention to videogame ratings when making a purchase for themselves or their children according to a new study from Activision Publishing and The Harrison Group.

The survey was conducted as part of Activision’s Ratings Are Not a Game initiative, which is designed to educate parents and consumers further on the Entertainment Software Ratings Board (ESRB) rating system.

Additional survey statistics showed that 63.0% of parents with children consider themselves a gamer, with that number increasing to 83.0% for parents 35 years of age and younger. Additionally, 82.0% of gamers indicated awareness of ESRB ratings, as did 75.0% of children.

76.0% of adults surveyed indicated they were comfortable with videogames being a part of their family’s activities.

Gamers also spent an average of 32.0% of their free time on entertainment, with 19.0% of that time spent on videogames.

Mike Griffith, Activision Publishing President and CEO, added:

Parents rely on and value the ESRB ratings in helping them decide which games to allow their children to play. 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.

Research was culled from 1,201 online surveys of videogamers, and their parents, between the ages of 6 and 44.

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  1. 0
    Skillz817 says:

    I’m no expert on statistics, but I honeslty can’t take their word for an online survey.


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  2. 0
    nighstalker160 says:

    I see some significant problems with this survey.

    An "online survey" about videogames is likely to attract a sample bias, the parents who respond to such a survey are likely to be more tech/game/internet savvy than others and are therefore more likely to be the ones who know about the ESRB.

    Secondly, I doubt parents are going to respond "No, I don’t pay attention to what my kid plays and just give him whatever he wants." Remember its always "Those other parents" who are letting their little devils run wild and get away with murder never "My perfect little angel."

    I will say though, hanging out at my local GameStop I do see A LOT of parents asking "So what’s this game like, what’s in it? Is good for [insert age]." So even if they don’t grasp the rating they are asking about the content before purchase.

  3. 0
    jedidethfreak says:

    If the survey can be taken at face value, I think it’s a good thing, but I don’t think it can be taken at face value.  I used to work the electronics counter at Target, and it was amazing how many parents with children under ten were buying M-rated games, completely oblivious to the rating.  Because the computer would prompt me, I’d inform the parent of the game’s rating, and they just looked at me like a deer in the headlights.  I’d honestly say a good 90% of parents buying games for their children were like this.

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  4. 0
    E. Zachary Knight says:

    ??? Wha??? How exactly did you come to that conclusion? A Survey showing that the majority of parents are aware of and consider the ratings on games proves that the system does not work?

    The ratings system was never meant to be a hard line of who can play what games. It was designed to give parents an easy way to judge the content in a game for age appropriateness and a recommended age of playing.

    They are yet another tool to help parents who want to monitor the entertainment consumed by their children.

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  5. 0
    Bennett Beeny says:

    More evidence supporting my theory that ESRB ratings are out of touch with what parents consider to be okay for their kids to play. The ESRB is a joke – rating content that has no harmful effect whatsoever is like sticking an age-appropriateness rating on flavours of ice cream.

    The only useful purpose the ESRB serves is, I guess, to keep otherwise unemployable prudes, busybodies, nutcases and other types of social misfits busy so that they spend less time planning office murder sprees.

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