Four in Ten (40%) Parents Say Video Games Are Increasingly Becoming A Family Activity
Ottawa, ON - It appears that for many families, family night means gathering around the gaming console or computer, with a new Ipsos Reid poll conducted on behalf of the Entertainment Software Association of Canada revealing that four in ten (40%) parents `agree' (12% strongly/28% somewhat) that `video games are increasingly becoming a family activity' in their household.
Furthermore, six in ten (57%) parents of gamers say that they play video games together with their child, with fathers (61%) being more likely than mothers (53%) to say that this is the case. In fact, four in ten (41%) `agree' (6% strongly/35% somewhat) that they prefer their children to `play video games than watch television'.
In terms of the availability of family-friendly games, seven in ten (69%) parents `agree' (25% strongly/44% somewhat) that `there is currently a good selection of video games available that are well suited to playing video games as a family'. On the other hand, just one quarter (24%) of parents `disagree' (10% strongly/14% somewhat) that there is a good selection of games that families can pay together.
Among adults aged 18+ who have played video games in the past 4 weeks, the average (mean) age of a Canadian gamer is 40.3 years.
These are the findings of an Ipsos Reid poll conducted on behalf of the Entertainment Software Association of Canada from June 19 to July 8, 2008. For the survey, a representative randomly-selected sample of 652 adult Canadians was interviewed by telephone. With a sample of this size, the results are considered accurate to within 1773.8 percentage points, 19 times out of 20, of what they would have been had the entire adult population of Canada been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure that the sample's regional age, sex and parent composition reflects that of the actual Canadian population according to Census data.
For more information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid
Public Affairs
(416) 324-2002
[email protected]
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.
To learn more, please visit www.ipsos.ca.
About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.
In 2007, Ipsos generated global revenues of e927.2 million ($1.27 billion U.S.).
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