AMONG AMERICAN KIDS AGES 2-17, 82 PERCENT REPORT THEY ARE GAMERS

PORT WASHINGTON, NEW YORK, Dec. 2, 2009 - According to Kids and Gaming 2009, the most recent report from leading market research company, The NPD Group, among all kids in the U.S. ages 2-17, 82 percent, or 55.7 million, are current gamers. Of these gamers, 9.7 million are ages 2-5, representing the smallest segment, while 12.4 million are ages 9-11, and represent the largest segment.

At 10.6 hours per week, gamers ages 12-14 are spending the most time playing video games, with the time spent playing dropping off among older teens, ages 15-17. Teens 15-17 and females are the groups that are most likely to report spending less time gaming and playing online this year versus last year.

"The decline in teen usage of video games is likely due to diversifying, maturing interests, which translates into stiffer competition for their mind and wallet share," said Anita Frazier, industry analyst, The NPD Group. "In addition to competition from other areas of the entertainment space, more school work, activities, and parent-imposed time limits on gaming are factors which the data suggests may be contributing to this dip in older teen engagement."

According to the report, across all age groups, kids use an average of 2.5 systems or devices for gaming, with kids ages 9-11 and 12-14 using the most (each about 3 system/devices on average).  Gaming on non-traditional gaming devices such as cell phones and PDMPs becomes more popular as kids get older and peaks among older teens ages 15-17.

When it comes to online gaming, over half (51%) of kid gamers play games online, and are more inclined to be male, ages 9-14.

Methodology
The report is based on online survey responses from over 5,000 members of NPD’s online consumer panel ages 2-17 (respondents age 2-12 were captured via surrogate reporting). Respondents had to report that they currently, personally play video games on a PC/Mac, video game system or device used for gaming. Final survey data was weighted to represent the U.S. population of individuals age 2-17.  The survey data is weighted to represent the U.S. population of individuals ages 2 and older. Fieldwork was conducted from September 10-17, 2009.


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