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[2012] Euro Summary - ISFE Consumer Study 2012

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  • 1. VIDEOGAMES IN EUROPE:CONSUMER STUDYEuropean Summary ReportNovember 2012
  • 2. Consumer Study | November 2012[2] INTRODUCTION EUROPEAN SUMMARYCONTENTS INTRODUCTION Research overview 3 Gaming formats and devices covered 3 GAMING: WHO, WHAT AND HOW? Frequency, type and devices used for gaming 5 Incidence of gaming by age and gender 8 Online gaming 10 Gaming profiles and Free vs. Paid 11 Purchasing games 12 PERCEPTIONS OF GAMING Interest in gaming 15 Broader media and activities interest 16 Words associated with different media/activities 18 GAMING AND THE FAMILY Parents and children who play games 20 Effect of games on children 21 SUPERVISION How children acquire games 27 Children and age ratings 29 Use of parental controls 31 PEGI RATING SYSTEM Awareness, usefulness and clarity of rating systems 33 How rating systems should be applied 34 APPENDIX Market summary infographics 36
  • 3. Consumer Study | November 2012 EUROPEAN SUMMARY INTRODUCTION [3]RESEARCH OVERVIEWThe European Consumer Study is a multi- For the purposes of this report, ‘Gamers’country survey run by Ipsos MediaCT, in are defined as anyone who has played apartnership with the Interactive Software game on any of the devices and formatsFederation of Europe (ISFE). It is designed listed below in the past 12 months.to provide a better understanding of the In total 15,142 respondents completed ansocietal context in which games are being online survey over a two week period inplayed today in 16 European countries. October 2012.The study used a combination of onlineself-completion survey and offline This report provides a summary of the keyinterviews and targeted respondents aged results across all markets; individualbetween 16 and 64. country reports are available for more in- depth analysis of all results.GAMING FORMATS AND DEVICES COVERED APPS ONLINE PACKAGED FREE APPS SOCIAL (DISC/CARTRIDGE) PAID APPS FREE DOWNLOAD NEW PAID EXTRAS PAID DOWNLOAD PRE OWNED PAID EXTRAS RENTAL MULTIPLAYER WEBSITE CONSOLE PORTABLE MOBILE TABLET COMPUTER
  • 4. [4]GAMING: WHO, WHAT AND HOW?
  • 5. Consumer Study | November 2012 EUROPEAN SUMMARY GAMING: WHO, WHAT AND HOW? [5]FREQUENCY OF GAMING (ALL ONLINE RESPONDENTS)Average: 48% 62% 60% 57% 56% 54% 53% 53% 49%ANY GAMING Czech Nether- Sweden Finland France Norway Belgium Poland Republic lands WEEKLY 34% 25% 30% 27% 28% 25% 26% 23% MONTHLY 11% 14% 13% 12% 11% 10% 12% 13% LESS 17% 20% 14% 17% 15% 19% 15% 13%FREQUENTLY Euro Average: 25% Play games at least once a weekAverage: 48% 45% 42% 42% 41% 41% 40% 40% 40%ANY GAMING Switzer- Great Denmark Germany Austria Italy Spain Portugal land Britain WEEKLY 26% 23% 20% 25% 21% 24% 24% 23% MONTHLY 7% 10% 11% 7% 12% 7% 8% 8% LESS 13% 10% 12% 9% 8% 9% 9% 9%FREQUENTLY Which of the following types of video games do you personally play? How frequently do you personally play video games?
  • 6. Consumer Study | November 2012 [6] GAMING: WHO, WHAT AND HOW? EUROPEAN SUMMARY TYPE OF GAMES PLAYED (ALL ONLINE RESPONDENTS) Average: 48% 62% 60% 57% 56% 54% 53% 53% 49% ANY GAMING Czech Nether- Sweden Finland France Norway Belgium Poland Republic landsANY PACKAGED 31% 27% 28% 26% 27% 27% 26% 22% ANY APPS 33% 24% 24% 20% 25% 34% 15% 16% ANY ONLINE 45% 48% 44% 48% 39% 39% 41% 43% DOWNLOADS 30% 31% 20% 29% 23% 25% 23% 27% SOCIAL 23% 20% 17% 22% 18% 17% 22% 22% Average: 48% 45% 42% 42% 41% 41% 40% 40% 40% ANY GAMING Switzer- Great Denmark Germany Austria Italy Spain Portugal land BritainANY PACKAGED 16% 23% 21% 18% 15% 28% 21% 17% ANY APPS 22% 14% 20% 20% 19% 18% 20% 17% ANY ONLINE 35% 32% 34% 34% 33% 29% 31% 34% DOWNLOADS 19% 21% 24% 19% 19% 16% 17% 20% SOCIAL 12% 13% 13% 19% 16% 12% 17% 21% Which of the following types of video games do you personally play?
  • 7. Consumer Study | November 2012 EUROPEAN SUMMARY GAMING: WHO, WHAT AND HOW? [7] DEVICES USED TO PLAY (ALL ONLINE RESPONDENTS) Average: 48% 62% 60% 57% 56% 54% 53% 53% 49% ANY GAMING Czech Nether- Sweden Finland France Norway Belgium Poland Republic lands CONSOLE 37% 29% 33% 16% 28% 29% 28% 20% PORTABLE 11% 7% 20% 8% 15% 11% 20% 7%GAMES DEVICE COMPUTERS 47% 47% 45% 49% 41% 38% 42% 42%MOBILE DEVICE 38% 31% 31% 25% 30% 37% 19% 21% Average: 48% 45% 42% 42% 41% 41% 40% 40% 40% ANY GAMING Switzer- Great Denmark Germany Austria Italy Spain Portugal land Britain CONSOLE 17% 21% 25% 24% 20% 28% 26% 21% PORTABLE 6% 11% 10% 15% 13% 15% 17% 12%GAMES DEVICE COMPUTERS 36% 34% 36% 34% 33% 30% 31% 33%MOBILE DEVICE 26% 18% 24% 25% 30% 22% 25% 20% Which of the following types of video games do you personally play? Which of the following devices do you personally play video games on?
  • 8. Consumer Study | November 2012[8] GAMING: WHO, WHAT AND HOW? EUROPEAN SUMMARYINCIDENCE OF GAMING BY AGE AND GENDER (1/2) EURO AV TOTAL 16-24 25-34 35-44 45-54 55-64 MALES 54% 80% 67% 55% 40% 28% FEMALES 43% 61% 49% 44% 34% 27% AUSTRIA BELGIUM 53% AGE 32% 57% AGE 49% 89% 16-24 42% 89% 16-24 71% M 80% 25-34 45% F M 69% 25-34 62% F 57% 35-44 28% 57% 35-44 48% 27% 45-54 20% 49% 45-54 41% 21% 55-64 28% 27% 55-64 28% CZECH REPUBLIC DENMARK 64% AGE 48% 55% AGE 36% 83% 16-24 60% 65% 16-24 50% 70% 25-34 46% 64% 25-34 39% M 67% 35-44 49% F M 59% 35-44 49% F 55% 45-54 40% 53% 45-54 32% 37% 55-64 33% 28% 55-64 21% FINLAND FRANCE 67% AGE 54% 61% AGE 53% 81% 16-24 76% 85% 16-24 74% 75% 25-34 66% 72% 25-34 59% M 79% 35-44 56% F M 59% 35-44 45% F 60% 45-54 44% 40% 45-54 45% 47% 55-64 35% 37% 55-64 34% GERMANY GREAT BRITAIN 46% AGE 38% 43% AGE 37% 68% 16-24 58% 67% 16-24 48% 50% 25-34 38% 46% 25-34 34% M 41% 35-44 40% F M 50% 35-44 40% F 33% 45-54 38% 34% 45-54 39% 43% 55-64 15% 18% 55-64 25%
  • 9. Consumer Study | November 2012EUROPEAN SUMMARY GAMING: WHO, WHAT AND HOW? [9]INCIDENCE OF GAMING BY AGE AND GENDER (2/2) EURO AV TOTAL 16-24 25-34 35-44 45-54 55-64 MALES 54% 80% 67% 55% 40% 28% FEMALES 43% 61% 49% 44% 34% 27% ITALY NETHERLANDS 46% AGE 36% 57% AGE 51% 89% 16-24 59% 87% 16-24 76% M 60% 25-34 54% F M 77% 25-34 50% F 50% 35-44 37% 50% 35-44 47% 28% 45-54 24% 46% 45-54 46% 24% 55-64 20% 33% 55-64 39% NORWAY POLAND 61% AGE 45% 55% AGE 43% 84% 16-24 73% 78% 16-24 60% 83% 25-34 57% 68% 25-34 50% M 67% 35-44 49% F M 51% 35-44 48% F 46% 45-54 34% 38% 45-54 21% 30% 55-64 17% 22% 55-64 19% PORTUGAL SPAIN 43% AGE 38% 43% AGE 37% 70% 16-24 37% 73% 16-24 56% 44% 25-34 55% 53% 25-34 40% M 58% 35-44 38% F M 35% 35-44 34% F 25% 45-54 36% 23% 45-54 17% 21% 55-64 18% 13% 55-64 25% SWEDEN SWITZERLAND 66% AGE 57% 43% AGE 38% 89% 16-24 81% 69% 16-24 55% 88% 25-34 63% 58% 25-34 31% M 71% 35-44 71% F M 33% 35-44 38% F 58% 45-54 49% 18% 45-54 22% 26% 55-64 29% 18% 55-64 18%
  • 10. Consumer Study | November 2012[ 10 ] GAMING: WHO, WHAT AND HOW? EUROPEAN SUMMARYPLAYING GAMES ONLINE (ALL GAMERS) Euro Average: 81% 58% Play with others CZECH REPUBLIC 90% 31% Always play on their own 51% Play with others SWITZERLAND 89% 38% Always play on their own 62% Play with others POLAND 84% 23% Always play on their own 49% Play with others PORTUGAL 84% 36% Always play on their own 59% Play with others NETHERLANDS 83% 24% Always play on their own 59% Play with others SPAIN 83% 24% Always play on their own 50% Play with others ITALY 82% 32% Always play on their own 45% Play with others GREAT BRITAIN 80% 33% Always play on their own 44% Play with others FINLAND 79% 35% Always play on their own 53% Play with others GERMANY 79% 26% Always play on their own 47% Play with others BELGIUM 78% 32% Always play on their own 48% Play with others NORWAY 77% 29% Always play on their own 46% Play with others DENMARK 77% 31% Always play on their own 52% Play with others SWEDEN 76% 25% Always play on their own 44% Play with others FRANCE 76% 30% Always play on their own 50% Play with others AUSTRIA 75% 24% Always play on their own When you play video games whilst connected to the internet, do you play by yourself or with other online players?
  • 11. Consumer Study | November 2012EUROPEAN SUMMARY GAMING: WHO, WHAT AND HOW? [ 11 ] EURO AVERAGESPROFILE OF GAMERS (ALL GAMERS) Age breakdown Gender breakdown 16-19 12% 20-24 14% 51% Under 35 55% Male 25-34 26% 35-44 23% 45% Female 45-54 15% 49% 35 and over 55-64 11%GAMES PLAYED: FREE vs. PAID (ALL ONLINE RESPONDENTS) Apps Multiplayer online Downloads 21% 11% 21% Free Paid for Free Paid for Paid for Free Paid for 20% 7% 7% 6% 3% 19% 9% Paid for game Paid to play onlinePURCHASED IN PAST 12 MONTHS (ALL ONLINE RESPONDENTS) 35% 19% 8% 8% New packaged Online games Secondhand packaged Have bought a game 7% Games apps Which of the following types of free or paid for video games do you personally play? Which of the following types of games have you bought/paid for either for yourself or others, in the last 12 months?
  • 12. Consumer Study | November 2012EUROPEAN SUMMARY GAMING: WHO, WHAT AND HOW? [ 12 ]GAMES PURCHASED IN PAST 12 MONTHS (1/2)(ALL ONLINE RESPONDENTS) AUSTRIA BELGIUM 36% 17% 8% New packaged Online games 38% 21% 10% New packaged Secondhand packaged Have bought 7% Secondhand packaged Have bought 8% Online games a game a game 7% Games apps 6% Games apps CZECH REPUBLIC DENMARK 37% 19% 11% New packaged Online games 30% 14% 12% New packaged Online games Have bought 7% Secondhand packaged Have bought 11% Games apps a game a game 6% Games apps 4% Secondhand packaged FINLAND FRANCE 32% 20% 10% New packaged Online games 38% 20% 13% New packaged Secondhand packaged Have bought 8% Secondhand packaged Have bought 8% Online games a game a game 7% Games apps 6% Games apps GERMANY GREAT BRITAIN 29% 18% 9% New packaged Secondhand packaged 34% 23% 13% New packaged Secondhand packaged Have bought 5% Online games Have bought 7% Online games a game a game 4% Games apps 7% Games apps Which of the following types of games have you bought/paid for either for yourself or others, in the last 12 months?
  • 13. Consumer Study | November 2012[ 13 ] GAMING: WHO, WHAT AND HOW? EUROPEAN SUMMARYGAMES PURCHASED IN PAST 12 MONTHS (2/2)(ALL ONLINE RESPONDENTS) ITALY NETHERLANDS 28% 17% 9% New packaged Secondhand packaged 35% 21% 8% New packaged Secondhand packaged Have bought 6% Games apps Have bought 8% Online games a game a game 4% Online games 7% Games apps NORWAY POLAND 41% 24% 16% New packaged Games apps 35% 14% 7% New packaged Online games Have bought 13% Online games Have bought 6% Secondhand packaged a game a game 6% Secondhand packaged 4% Games apps PORTUGAL SPAIN 33% 18% 8% New packaged Online games 35% 20% 10% New packaged Secondhand packaged Have bought 6% Secondhand packaged Have bought 5% Online games a game a game 3% Games apps 3% Games apps SWEDEN SWITZERLAND 42% 25% 14% New packaged Online games 37% 18% 12% New packaged Games apps Have bought 11% Games apps Have bought 6% Secondhand packaged a game a game 10% Secondhand packaged 6% Online games Which of the following types of games have you bought/paid for either for yourself or others, in the last 12 months?
  • 14. [ 14 ]PERCEPTIONS OF GAMING
  • 15. Consumer Study | November 2012[ 15 ] PERCEPTIONS OF GAMING EUROPEAN SUMMARYINTEREST IN GAMING (ALL ONLINE RESPONDENTS)Not very/at all interested Fairly/very interested Euro Average: 68% Euro Average: 31% 57% NETHERLANDS 43% 56% PORTUGAL 42% 61% SWEDEN 39% 64% CZECH REPUBLIC 34% 65% FRANCE 33% 67% GERMANY 32% 69% FINLAND 30% 69% BELGIUM 30% 69% POLAND 30% 69% GREAT BRITAIN 30% 71% DENMARK 29% 73% SWITZERLAND 26% 73% SPAIN 26% 75% NORWAY 24% 75% AUSTRIA 24% 76% ITALY 23% MOST COMMONLY ASSOCIATED WORD WITH GAMING (ALL ONLINE RESPONDENTS - EURO AVERAGE) 36% “ENTERTAINING” How interested are you in each of the following? (Video games/computer games) Which of the following words and phrases do you think particularly apply to video games/computer games?
  • 16. Consumer Study | November 2012[ 16 ] PERCEPTIONS OF GAMING EUROPEAN SUMMARYBROADER MEDIA AND ACTIVITIES INTEREST:(FAIRLY/VERY INTERESTED) (ALL ONLINE RESPONDENTS - EURO AVERAGE) All Males 16-34 Males 35-64 Females 16-34 Females 35-64 Internet News/current affairs 82% 88% 81% 89% 82% 90% 85% 76% 74% 72% Music Travelling 81% 83% 77% 88% 80% 81% 77% 79% 83% 84% Film Television 77% 80% 73% 83% 75% 73% 73% 73% 73% 70% The latest technology Literature/art 73% 69% 63% 56% 45% 40% 51% 36% 48% 53% Sport (taking part) Going out to bars/clubs 66% 50% 50% 24% 50% 40% 35% 49% 27% 49% Gaming News about celebs/famous 60% 19% 19% 16% 39% 31% 27% 28% 26% 31% How interested are you in each of the following? (Video games/computer games)
  • 17. Consumer Study | November 2012EUROPEAN SUMMARY PERCEPTIONS OF GAMING [ 17 ]BROADER MEDIA AND ACTIVITIES INTEREST:(DIFFERENCE BETWEEN GAMERS AND NON-GAMERS - EURO AVERAGE) All Gamers Non-gamers Internet News/current affairs 82% 90% 82% 79% 84% 75% Music Travelling 81% 85% 78% 81% 81% 81% Film Television 77% 84% 73% 76% 70% 70% The latest technology Literature/art 69% 56% 45% 51% 50% 53% Sport (taking part) Going out to bars/clubs 50% 57% 44% 41% 35% 29% Gaming News about celebs/famous 55% 8% 23% 31% 26% 29% How interested are you in each of the following? (Video games/computer games)
  • 18. Consumer Study | November 2012[ 18 ] PERCEPTIONS OF GAMING EUROPEAN SUMMARYWORDS ASSOCIATED WITH MEDIA/ACTIVITIES(ALL ONLINE RESPONDENTS - EURO AVERAGE) Entertaining Immersive Good at providing escapism Sociable Informative/educational Fun Family orientated Competitive Internet News/current affairs 66% 49% 23% 33% 29% 52% 38% 10% 6% 12% 14% 5% 12% 4% 7% 4% Music Travelling 62% 16% 43% 27% 38% 38% 51% 49% 38% 31% 46% 26% 7% 40% Film Television 67% 20% 20% 45% 63% 24% 38% 49% 29% 43% 17% 47% 34% 30% 6% The latest technology Literature/art 20% 17% 9% 7% 40% 16% 5% 16% 33% 31% 30% 11% 44% 18% 13% Sport (taking part) Going out to bars/clubs 13% 23% 31% 5% 36% 19% 38% 39% 4% 25% 52% 39% 28% Gaming News about celebs/famous 22% 21% 15% 8% 36% 30% 9% 7% 28% 8% 28% 5% 6% 15% 4% Most commonly selected category for each word Which of the following words and phrases do you think particularly apply to video games/computer games?
  • 19. [ 19 ]GAMING AND THE FAMILY
  • 20. Consumer Study | November 2012 [ 20 ] GAMING AND THE FAMILY EUROPEAN SUMMARY PARENTS AND CHILDREN WHO PLAY GAMES (ALL PARENTS) Play games with children Dont play games with children Children dont play games Dont know DENMARK 56% 14% 28% NORWAY 55% 15% 27% FINLAND 52% 14% 31% SWEDEN 47% 16% 35% NETHERLANDS 45% 18% 35% FRANCE 44% 21% 34% GREAT BRITAIN 43% 17% 38% ITALY 39% 22% 39% BELGIUM 37% 24% 36% PORTUGAL 36% 22% 40% AUSTRIA 35% 7% 55%CZECH REPUBLIC 31% 17% 43% 9% GERMANY 30% 20% 47% SPAIN 29% 22% 43% 6% SWITZERLAND 28% 16% 43% 13% POLAND 25% 16% 52% 7% TOP REASONS PARENTS PLAY GAMES WITH THEIR CHILDREN (EURO AVERAGE) 1 2 3 40% 36% 34% “They ask me to” “To spend time “It’s a fun activity for with them” all the family” Have you ever played video games with your child/children? What are your main reasons for playing video games with your child/children?
  • 21. Consumer Study | November 2012 EUROPEAN SUMMARY GAMING AND THE FAMILY [ 21 ]EFFECT OF GAMES ON CHILDREN (1/5)(PARENTS OF CHILDREN WHO PLAY GAMES) Videogames encourage children to... DEVELOP SKILLS More No difference Less Don’t know SWEDEN 68% 21% 5% 6% SPAIN 67% 13% 15% 6% PORTUGAL 65% 19% 10% 6% POLAND 65% 11% 24% DENMARK 63% 16% 12% 9% FINLAND 62% 13% 18% 7% ITALY 60% 19% 17% 5% AUSTRIA 59% 15% 20% 7% NORWAY 57% 16% 12% 14% NETHERLANDS 56% 25% 14% 5% GERMANY 55% 18% 21% 5% GREAT BRITAIN 55% 26% 14% 5% BELGIUM 51% 28% 11% 10% SWITZERLAND 48% 36% 13%CZECH REPUBLIC 47% 9% 40% FRANCE 46% 34% 10% 10% Euro Average: More No difference Less Don’t know 58% 20% 16% 6% Can you indicate whether you think video games encourage your child/children to be ‘more’ or ‘less’, for each of the following, or does it make no difference?
  • 22. Consumer Study | November 2012 EUROPEAN SUMMARY GAMING AND THE FAMILY [ 22 ]EFFECT OF GAMES ON CHILDREN (2/5)(PARENTS OF CHILDREN WHO PLAY GAMES) Videogames encourage children to be... CREATIVE More No difference Less Don’t know GERMANY 61% 18% 17% POLAND 55% 21% 22% PORTUGAL 55% 20% 17% 9% AUSTRIA 51% 34% 7% 7% DENMARK 51% 25% 12% 12% SPAIN 50% 22% 25% SWEDEN 49% 31% 13% 6%CZECH REPUBLIC 49% 11% 36% NORWAY 46% 35% 12% 8% FRANCE 45% 35% 13% 7% SWITZERLAND 43% 40% 13% FINLAND 42% 20% 31% 7% GREAT BRITAIN 39% 29% 27% BELGIUM 39% 29% 22% 9% NETHERLANDS 36% 36% 23% ITALY 33% 25% 37% 5% Euro Average: More No difference Less Don’t know 47% 27% 20% 6% Can you indicate whether you think video games encourage your child/children to be ‘more’ or ‘less’, for each of the following, or does it make no difference?
  • 23. Consumer Study | November 2012 EUROPEAN SUMMARY GAMING AND THE FAMILY [ 23 ]EFFECT OF GAMES ON CHILDREN (3/5)(PARENTS OF CHILDREN WHO PLAY GAMES) Videogames encourage children to be... AGGRESSIVE More No difference Less Don’t know ITALY 48% 35% 10% 8% SWITZERLAND 43% 27% 26% FINLAND 37% 35% 23% 5% FRANCE 35% 41% 13% 12% SPAIN 34% 30% 24% 12% BELGIUM 32% 50% 8% 9% PORTUGAL 30% 40% 21% 10% GREAT BRITAIN 29% 47% 16% 8% NORWAY 21% 61% 9% 9% AUSTRIA 21% 32% 45% NETHERLANDS 20% 52% 22% 6% POLAND 20% 48% 27% 5% SWEDEN 18% 58% 11% 14%CZECH REPUBLIC 18% 34% 37% 11% DENMARK 12% 53% 25% 10% GERMANY 12% 25% 58% 5% Euro Average: More No difference Less Don’t know 27% 42% 23% 8% Can you indicate whether you think video games encourage your child/children to be ‘more’ or ‘less’, for each of the following, or does it make no difference?
  • 24. Consumer Study | November 2012 EUROPEAN SUMMARY GAMING AND THE FAMILY [ 24 ]EFFECT OF GAMES ON CHILDREN (4/5)(PARENTS OF CHILDREN WHO PLAY GAMES) Videogames encourage children to be... INFORMED More No difference Less Don’t know POLAND 46% 16% 36% SWEDEN 42% 41% 10% 7% DENMARK 39% 34% 17% 11% FINLAND 34% 29% 31% 6% SWITZERLAND 31% 35% 31% SPAIN 29% 34% 31% 6% GREAT BRITAIN 29% 44% 20% 7% PORTUGAL 28% 47% 19% 6% NETHERLANDS 27% 46% 22% 5% GERMANY 27% 49% 19% 5% FRANCE 24% 53% 13% 11% AUSTRIA 22% 45% 11% 21%CZECH REPUBLIC 22% 36% 36% 6% NORWAY 21% 56% 14% 10% ITALY 20% 38% 35% 7% BELGIUM 19% 49% 21% 10% Euro Average: More No difference Less Don’t know 29% 41% 23% 8% Can you indicate whether you think video games encourage your child/children to be ‘more’ or ‘less’, for each of the following, or does it make no difference?
  • 25. Consumer Study | November 2012 EUROPEAN SUMMARY GAMING AND THE FAMILY [ 25 ]EFFECT OF GAMES ON CHILDREN (5/5)(PARENTS OF CHILDREN WHO PLAY GAMES) Videogames encourage children to be... SOCIAL More No difference Less Don’t know GREAT BRITAIN 38% 32% 27% PORTUGAL 35% 24% 36% POLAND 34% 29% 34% FINLAND 31% 23% 42% SPAIN 27% 19% 50% DENMARK 27% 30% 34% 9% NETHERLANDS 24% 38% 34% GERMANY 23% 25% 47% 5% FRANCE 22% 37% 32% 9%CZECH REPUBLIC 22% 31% 37% 10% ITALY 21% 21% 52% 6% SWEDEN 19% 33% 42% 5% SWITZERLAND 19% 20% 59% AUSTRIA 18% 31% 36% 15% BELGIUM 17% 29% 47% 6% NORWAY 15% 50% 29% 6% Euro Average: More No difference Less Don’t know 25% 30% 40% 6% Can you indicate whether you think video games encourage your child/children to be ‘more’ or ‘less’, for each of the following, or does it make no difference?
  • 26. [ 26 ]SUPERVISION
  • 27. Consumer Study | November 2012 [ 27 ] SUPERVISION EUROPEAN SUMMARYWHETHER PARENTS BUY THEIR YOUNGEST CHILD’S GAMES (1/2)(PARENTS OF CHILDREN WHO PLAY GAMES) Youngest child aged 6-9 Never (+child doesn’t buy/receive) Never (but child does buy/receive) Rarely Sometimes Most of the time Always AUSTRIA 13% 15% 18% 51% BELGIUM 11% 11% 21% 34% 10% 13%CZECH REPUBLIC 33% 11% 34% 19% DENMARK 7% 14% 4% 35% 28% 12% FINLAND 17% 8% 13% 21% 17% 25% FRANCE 7% 16% 28% 39% 7% GERMANY 6% 11% 35% 19% 10% 18% GREAT BRITAIN 15% 7% 14% 23% 20% 21% ITALY 10% 32% 43% 8% NETHERLANDS 21% 30% 30% 6% 9% NORWAY 5% 15% 24% 36% 20% POLAND 30% 13% 14% 32% 6% 5% PORTUGAL 20% 17% 30% 27% 4% SPAIN 11% 19% 14% 25% 29% SWEDEN 6% 10% 28% 20% 13% 22% SWITZERLAND 21% 17% 40% 15% 5%EURO AVERAGE 12% 11% 21% 30% 14% 12% Thinking about your youngest child, do you buy this child’s video games?
  • 28. Consumer Study | November 2012 [ 28 ] SUPERVISION EUROPEAN SUMMARYWHETHER PARENTS BUY THEIR YOUNGEST CHILD’S GAMES (2/2)(PARENTS OF CHILDREN WHO PLAY GAMES) Youngest child aged 10-15 Never (+child doesn’t buy/receive) Never (but child does buy/receive) Rarely Sometimes Most of the time Always AUSTRIA 9% 57% 23% 6% BELGIUM 11% 15% 25% 34% 8% 7%CZECH REPUBLIC 17% 18% 31% 24% 9% DENMARK 15% 14% 27% 28% 13% FINLAND 12% 32% 14% 27% 14% FRANCE 7% 26% 28% 26% 10% 5% GERMANY 33% 30% 21% 10% GREAT BRITAIN 12% 16% 31% 26% 11% ITALY 23% 29% 29% 16% NETHERLANDS 8% 20% 16% 31% 18% 7% NORWAY 18% 31% 36% 8% POLAND 5% 32% 25% 18% 13% 7% PORTUGAL 15% 41% 22% 14% SPAIN 11% 10% 16% 30% 17% 16% SWEDEN 5% 14% 11% 17% 25% 29% SWITZERLAND 55% 8% 24% 7%EURO AVERAGE 5% 20% 26% 25% 15% 8% Thinking about your youngest child, do you buy this child’s video games?
  • 29. Consumer Study | November 2012 [ 29 ] SUPERVISION EUROPEAN SUMMARYWHETHER CHILD PLAYS GAMES WITH A HIGHER AGE RATINGTHAN THEIR AGE (1/2) (PARENTS OF CHILDREN WHO PLAY GAMES) Youngest child aged 6-9 Child doesn’t play games Don’t know Never Rarely Sometimes Often AUSTRIA 5% 77% 15% BELGIUM 7% 34% 10% 38% 10%CZECH REPUBLIC 16% 29% 17% 35% DENMARK 7% 26% 38% 24% FINLAND 8% 37% 21% 21% 13% FRANCE 5% 60% 13% 16% 6% GERMANY 73% 11% 8% 5% GREAT BRITAIN 7% 47% 9% 25% 9% ITALY 41% 15% 26% 13% NETHERLANDS 45% 25% 19% NORWAY 38% 40% 15% POLAND 46% 38% 9% PORTUGAL 9% 37% 29% 17% 8% SPAIN 45% 30% 16% 7% SWEDEN 6% 26% 26% 41% SWITZERLAND 56% 23% 8% 13%EURO AVERAGE 45% 23% 20% 6% Does your youngest child ever play video games at home which have a higher age rating than their age?
  • 30. Consumer Study | November 2012 [ 30 ] SUPERVISION EUROPEAN SUMMARYWHETHER CHILD PLAYS GAMES WITH A HIGHER AGE RATINGTHAN THEIR AGE (2/2) (PARENTS OF CHILDREN WHO PLAY GAMES) Youngest child aged 10-15 Child doesn’t play games Don’t know Never Rarely Sometimes Often AUSTRIA 58% 29% 8% BELGIUM 9% 40% 13% 29% 6%CZECH REPUBLIC 8% 17% 19% 48% 7% DENMARK 5% 21% 19% 34% 21% FINLAND 6% 23% 17% 40% 14% FRANCE 5% 41% 19% 22% 11% GERMANY 47% 16% 31% GREAT BRITAIN 19% 34% 37% 7% ITALY 25% 23% 41% 10% NETHERLANDS 32% 9% 40% 13% NORWAY 44% 23% 23% 8% POLAND 22% 10% 17% 29% 18% PORTUGAL 19% 17% 52% 8% SPAIN 36% 16% 32% 13% SWEDEN 8% 17% 17% 33% 21% SWITZERLAND 67% 15% 11% 6%EURO AVERAGE 33% 20% 31% 10% Does your youngest child ever play video games at home which have a higher age rating than their age?
  • 31. Consumer Study | November 2012 [ 31 ] SUPERVISION EUROPEAN SUMMARYUSE OF PARENTAL CONTROLS(PARENTS OF CHILDREN WHO PLAY GAMES) % of parents using parental control settings to limit what their youngest child can access on their games consoles CHILDREN AGED CHILDREN CHILDREN 5 OR UNDER AGED 6-9 AGED 10-15 AUSTRIA 26% 22% 45% BELGIUM 15% 19% 16% CZECH REPUBLIC 9% 35% 24% DENMARK 7% 9% 7% FINLAND 7% 17% 17% FRANCE 18% 23% 36% GERMANY 16% 40% 37% GREAT BRITAIN 31% 41% 29% ITALY 35% 27% 34% NETHERLANDS 22% 15% 12% NORWAY 25% 16% 12% POLAND 38% 40% 38% PORTUGAL 28% 60% 33% SPAIN 15% 29% 38% SWEDEN 2% 18% 11% SWITZERLAND 28% 60% 49% EURO AVERAGE 20% 29% 27% Do you use ‘parental control’ settings to limit what your youngest child can access on their games consoles?
  • 32. [ 32 ]PEGI RATING SYSTEM
  • 33. Consumer Study | November 2012[ 33 ] PEGI RATING SYSTEM EUROPEAN SUMMARYAWARENESS OF PEGI SYMBOLS (ALL ONLINE RESPONDENTS) Aware of PEGI age rating symbols Aware of PEGI content symbols Euro Average: 51% Euro Average: 33% FRANCE 72% NETHERLANDS 61% FINLAND 63% FINLAND 56% NORWAY 59% PORTUGAL 44% SWITZERLAND 56% BELGIUM 39% POLAND 56% SPAIN 35% DENMARK 55% AUSTRIA 35% PORTUGAL 54% FRANCE 33% SPAIN 53% NORWAY 33% NETHERLANDS 51% SWITZERLAND 33% BELGIUM 51% POLAND 30% GREAT BRITAIN 50% ITALY 28% ITALY 46% SWEDEN 25% SWEDEN 45% DENMARK 23% AUSTRIA 45% GREAT BRITAIN 22% GERMANY 34% GERMANY 18%CZECH REPUBLIC 28% CZECH REPUBLIC 16%EXTENT TO WHICH THE SYMBOLS ARE... PEGI AGE RATING SYMBOLS PEGI CONTENT SYMBOLS (EURO AVERAGE) (EURO AVERAGE) 86% 89% 90% 85% Clear Useful Clear Useful % NET Fairly/Very Before today, were you aware of any of the following rating symbols?
  • 34. Consumer Study | November 2012 EUROPEAN SUMMARY PEGI RATING SYSTEM [ 34 ]% AGREE THAT PEGI RATING SYSTEM SHOULD APPLY TO...(ALL ONLINE RESPONDENTS) APP GAMES SOCIAL NETWORK GAMES Euro Average: 66% Euro Average: 66% 75% FINLAND 75% 74% ITALY 74% 72% FRANCE 74% 71% GREAT BRITAIN 71% 71% NORWAY 71% 70% POLAND 70% 69% SPAIN 70% 68% PORTUGAL 70% 68% NETHERLANDS 68% 62% GERMANY 61% 62% DENMARK 60% 62% SWITZERLAND 59% 59% BELGIUM 61% 60% AUSTRIA 60% 56% SWEDEN 57% 56% CZECH REPUBLIC 54%HOW THE AGE RATING SYSTEM FOR VIDEOGAMES SHOULDCOMPARE TO MOVIES (ALL ONLINE RESPONDENTS - EURO AVERAGE) % AGREE WITH STATEMENT THE MOST The age rating system for videogames should be stricter overall 24% than that used for movies The age rating system for videogames and movies should be 48% equally strict The age rating system for movies should be stricter overall than 4% that used for videogames 23% Don’t know/none of these Do you think the PEGI rating system should also apply to games available as apps or on social network sites? Can you indicate which of the following statements on age ratings you agree with most?
  • 35. [ 35 ]APPENDIX:MARKET SUMMARY INFOGRAPHICS
  • 36. Consumer Study | November 2012 [ 36 ] SUMMARY AustriaOVERVIEW OF GAMING PERCEPTIONS OF GAMING 42% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Austria have played a game in the past 12 months 8% 16% 56% 44% 45% 30% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 36% 42% 75% 75% 24% 44% Not very/at all interested Fairly/very interested 24% 21% 52% ANY Packaged 18% 11% TOP 3 WORDS ASSOCIATED WITH GAMING 8% 20% ALL ONLINE GAMERS 35% ANY Apps 13% TOTAL 34% 1 Fun 36% 55% 8% Males 16-34 34% Males 35-64 2 Entertaining 31% 51% 59% ANY Online 29% Females 16-34 32% 3 Good at providing escapism 30% 39% 21% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 42% of parents have children who play games 45% 35% 35% Play games with aware of PEGI age rating aware of PEGI content 34% their children symbols symbols Parents 7% Dont play games 66% Non parents 55% with their children Their children 60% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 60% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 94% 2% % AGREE WITH STATEMENT THE MOST Competitive 66% 23% 9% The age rating system for videogames should be stricter Develop skills 59% 15% 20% 25% overall than that used for movies Creative 51% 34% 7% The age rating system for videogames and movies 51% Spend time alone 30% 22% 42% should be equally strict Informed 22% 45% 11% The age rating system for movies should be stricter 4% overall than that used for videogames Aggressive 21% 32% 45% Social 18% 31% 36% 20% Don’t know
  • 37. Consumer Study | November 2012 [ 37 ] SUMMARY BelgiumOVERVIEW OF GAMING PERCEPTIONS OF GAMING 53% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Belgium have played a game in the past 12 months 11% 19% 54% 46% 44% 25% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 45% 53% 77% 69% 30% 65% Not very/at all interested Fairly/very interested 40% 26% 47% ANY Packaged 24% 28% TOP 3 WORDS ASSOCIATED WITH GAMING 15% 15% ALL ONLINE GAMERS 25% ANY Apps 13% TOTAL 20% 1 Entertaining 35% 56% 7% Males 16-34 41% Males 35-64 2 Fun 33% 58% 58% ANY Online 34% Females 16-34 54% 3 Competitive 31% 42% 31% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 62% of parents have children who play games 51% 39% 37% Play games with aware of PEGI age rating aware of PEGI content 36% their children symbols symbols Parents Dont play games 24% 64% Non parents 36% with their children Their children 59% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 61% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 66% 18% 9% % AGREE WITH STATEMENT THE MOST Competitive 53% 29% 8% The age rating system for videogames should be stricter Spend time alone 51% 31% 11% 21% overall than that used for movies Develop skills 51% 28% 11% The age rating system for videogames and movies 47% Creative 39% 29% 22% should be equally strict Aggressive 32% 50% 8% The age rating system for movies should be stricter 5% overall than that used for videogames Informed 19% 49% 21% Social 17% 29% 47% 27% Don’t know
  • 38. Consumer Study | November 2012 [ 38 ] SUMMARY Czech RepublicOVERVIEW OF GAMING PERCEPTIONS OF GAMING 56% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Czech Republic have played a game in the past 12 months 13% 38% 56% 44% 21% 26% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 52% 56% 79% 64% 34% 54% Not very/at all interested Fairly/very interested 45% 26% 47% ANY Packaged 27% 20% TOP 3 WORDS ASSOCIATED WITH GAMING 13% 20% ALL ONLINE GAMERS 41% ANY Apps 16% TOTAL 19% 1 Entertaining 39% 52% 9% Males 16-34 48% Males 35-64 2 Good at providing escapism 34% 44% 69% ANY Online 43% Females 16-34 48% 3 Competitive 30% 38% 37% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 49% of parents have children who play games 28% 16% 31% Play games with aware of PEGI age rating aware of PEGI content 42% their children symbols symbols Parents 17% Dont play games 58% Non parents 43% with their children Their children 56% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 54% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 78% 2% % AGREE WITH STATEMENT THE MOST Competitive 58% 11% 27% The age rating system for videogames should be stricter Creative 49% 11% 36% 24% overall than that used for movies Develop skills 47% 9% 40% The age rating system for videogames and movies 43% Spend time alone 33% 23% 35% should be equally strict Informed 22% 36% 36% The age rating system for movies should be stricter 4% overall than that used for videogames Social 22% 31% 37% Aggressive 18% 34% 37% 28% Don’t know
  • 39. Consumer Study | November 2012 [ 39 ] SUMMARY DenmarkOVERVIEW OF GAMING PERCEPTIONS OF GAMING 45% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Denmark have played a game in the past 12 months 9% 19% 58% 42% 43% 28% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 45% 45% 71% 71% 29% 43% Not very/at all interested Fairly/very interested 32% 16% 34% ANY Packaged 14% 16% TOP 3 WORDS ASSOCIATED WITH GAMING 7% 22% ALL ONLINE GAMERS 45% ANY Apps 17% TOTAL 27% 1 Immersive 50% 46% 12% Males 16-34 35% Males 35-64 2 Entertaining 38% 38% 47% ANY Online 35% Females 16-34 38% 3 Informative/educational 29% 28% 26% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 70% of parents have children who play games 55% 23% Play games with aware of PEGI age rating aware of PEGI content 26% 56% their children symbols symbols Parents Dont play games 74% Non parents 14% with their children Their children 62% 28% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 60% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 78% 14% % AGREE WITH STATEMENT THE MOST Develop skills 63% 16% 12% The age rating system for videogames should be stricter Competitive 55% 28% 8% 15% overall than that used for movies Creative 51% 25% 12% The age rating system for videogames and movies 50% Informed 39% 34% 17% should be equally strict Spend time alone 38% 31% 20% The age rating system for movies should be stricter 4% overall than that used for videogames Social 27% 30% 34% Aggressive 12% 53% 25% 31% Don’t know
  • 40. Consumer Study | November 2012 [ 40 ] SUMMARY FinlandOVERVIEW OF GAMING PERCEPTIONS OF GAMING 60% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Finland have played a game in the past 12 months 10% 39% 20% 51% 49% 30% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 60% 62% 78% 69% 30% 72% Not very/at all interested Fairly/very interested 44% 27% 48% ANY Packaged 27% 37% TOP 3 WORDS ASSOCIATED WITH GAMING 12% 24% ALL ONLINE GAMERS 43% ANY Apps 23% TOTAL 33% 1 Entertaining 42% 58% 13% Males 16-34 48% Males 35-64 2 Good at providing escapism 36% 46% 56% ANY Online 46% Females 16-34 59% 3 Immersive 36% 51% 39% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 67% of parents have children who play games 63% 56% Play games with aware of PEGI age rating aware of PEGI content 25% 52% their children symbols symbols Parents Dont play games 75% Non parents 14% 31% with their children Their children 75% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 75% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 70% 15% 11% % AGREE WITH STATEMENT THE MOST Develop skills 62% 13% 18% The age rating system for videogames should be stricter Spend time alone 58% 25% 11% 26% overall than that used for movies Competitive 58% 27% 10% The age rating system for videogames and movies 50% Creative 42% 20% 31% should be the same Aggressive 37% 35% 23% The age rating system for movies should be stricter 4% overall than that used for videogames Informed 34% 29% 31% Social 31% 23% 42% 20% Don’t know
  • 41. Consumer Study | November 2012 [ 41 ] SUMMARY FranceOVERVIEW OF GAMING PERCEPTIONS OF GAMING 57% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in France have played a game in the past 12 months 13% 38% 53% 47% 20% 27% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 47% 57% 78% 65% 33% 66% Not very/at all interested Fairly/very interested 42% 28% 44% ANY Packaged 25% 32% TOP 3 WORDS ASSOCIATED WITH GAMING 15% 24% ALL ONLINE GAMERS 35% ANY Apps 16% TOTAL 35% 1 Entertaining 41% 58% 15% Males 16-34 44% Males 35-64 2 Immersive 19% 28% 56% ANY Online 35% Females 16-34 55% 3 Good at providing escapism 17% 25% 34% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 65% of parents have children who play games 72% 33% 44% Play games with aware of PEGI age rating aware of PEGI content 43% their children symbols symbols Parents Dont play games 57% Non parents 21% 34% with their children Their children 72% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 74% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 71% 20% 4% % AGREE WITH STATEMENT THE MOST Spend time alone 54% 31% 8% The age rating system for videogames should be stricter Competitive 51% 32% 7% 26% overall than that used for movies Develop skills 46% 34% 10% The age rating system for videogames and movies 49% Creative 45% 35% 13% should be the same Aggressive 35% 41% 13% The age rating system for movies should be stricter 6% overall than that used for videogames Informed 24% 53% 13% Social 22% 37% 32% 20% Don’t know
  • 42. Consumer Study | November 2012 [ 42 ] SUMMARY GermanyOVERVIEW OF GAMING PERCEPTIONS OF GAMING 42% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Germany have played a game in the past 12 months 14% 56% 44% 42% 18% 24% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 38% 42% 58% 67% 32% 48% Not very/at all interested Fairly/very interested 32% 23% 34% ANY Packaged 23% 21% TOP 3 WORDS ASSOCIATED WITH GAMING 17% 14% ALL ONLINE GAMERS 23% ANY Apps 12% TOTAL 19% 1 Fun 33% 53% 6% Males 16-34 32% Males 35-64 2 Entertaining 29% 49% 42% ANY Online 28% Females 16-34 36% 3 Good at providing escapism 29% 33% 26% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 50% of parents have children who play games 34% 18% 30% Play games with aware of PEGI age rating aware of PEGI content 35% their children symbols symbols Parents 20% Dont play games 65% Non parents 47% with their children Their children 62% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 61% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 91% 4% 3% % AGREE WITH STATEMENT THE MOST Competitive 67% 12% 18% The age rating system for videogames should be stricter Creative 61% 18% 17% 28% overall than that used for movies Develop skills 55% 18% 21% The age rating system for videogames and movies 48% Informed 27% 49% 19% should be the same Spend time alone 23% 25% 48% The age rating system for movies should be stricter 5% overall than that used for videogames Social 23% 25% 47% Aggressive 12% 25% 58% 19% Don’t know
  • 43. Consumer Study | November 2012 [ 43 ] SUMMARY Great BritainOVERVIEW OF GAMING PERCEPTIONS OF GAMING 40% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Great Britain have played a game in the past 12 months 11% 19% 54% 46% 44% 25% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 35% 40% 56% 69% 30% 40% Not very/at all interested Fairly/very interested 35% 28% 46% ANY Packaged 24% 26% TOP 3 WORDS ASSOCIATED WITH GAMING 20% 18% ALL ONLINE GAMERS 29% ANY Apps 14% TOTAL 23% 1 Entertaining 35% 56% 12% Males 16-34 29% Males 35-64 2 Fun 33% 58% 39% ANY Online 24% Females 16-34 27% 3 Competitive 31% 42% 27% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 61% of parents have children who play games 50% 22% 43% Play games with aware of PEGI age rating aware of PEGI content 25% their children symbols symbols Parents Dont play games 75% Non parents 17% 38% with their children Their children 71% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 71% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 70% 22% 6% % AGREE WITH STATEMENT THE MOST Competitive 62% 31% 5% The age rating system for videogames should be stricter Develop skills 55% 26% 14% 21% overall than that used for movies Spend time alone 46% 32% 16% The age rating system for videogames and movies 55% Creative 39% 29% 27% should be equally strict Social 38% 32% 27% The age rating system for movies should be stricter 3% overall than that used for videogames Informed 29% 44% 20% Aggressive 29% 47% 16% 21% Don’t know
  • 44. Consumer Study | November 2012 [ 44 ] SUMMARY ItalyOVERVIEW OF GAMING PERCEPTIONS OF GAMING 41% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Italy have played a game in the past 12 months 8% 15% 52% 48% 51% 26% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 35% 41% 71% 76% 23% 56% Not very/at all interested Fairly/very interested 28% 18% 40% ANY Packaged 16% 24% TOP 3 WORDS ASSOCIATED WITH GAMING 9% 20% ALL ONLINE GAMERS 43% ANY Apps 16% TOTAL 31% 1 Fun 31% 50% 11% Males 16-34 34% Males 35-64 2 Entertaining 22% 33% 60% ANY Online 29% Females 16-34 51% 3 Good at providing escapism 21% 33% 23% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 61% of parents have children who play games 46% 28% 39% Play games with aware of PEGI age rating aware of PEGI content 30% their children symbols symbols Parents Dont play games 22% 70% Non parents 39% with their children Their children 74% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 74% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 63% 17% 17% % AGREE WITH STATEMENT THE MOST Competitive 62% 18% 14% The age rating system for videogames should be stricter Develop skills 60% 19% 17% 35% overall than that used for movies Spend time alone 58% 23% 15% The age rating system for videogames and movies 44% Aggressive 48% 35% 10% should be the same Creative 33% 25% 37% The age rating system for movies should be stricter 5% overall than that used for videogames Social 21% 21% 52% Informed 20% 38% 35% 17% Don’t know
  • 45. Consumer Study | November 2012 [ 45 ] SUMMARY NetherlandsOVERVIEW OF GAMING PERCEPTIONS OF GAMING 54% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Netherlands have played a game in the past 12 months 15% 29% 54% 46% 28% 28% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 44% 54% 82% 57% 43% 62% Not very/at all interested Fairly/very interested 45% 27% 48% ANY Packaged 23% 25% TOP 3 WORDS ASSOCIATED WITH GAMING 19% 25% ALL ONLINE GAMERS 44% ANY Apps 18% TOTAL 31% 1 Entertaining 38% 51% 19% Males 16-34 39% Males 35-64 2 Fun 30% 43% 55% ANY Online 30% Females 16-34 44% 3 Good at providing escapism 27% 37% 37% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 63% of parents have children who play games 51% 61% 45% Play games with aware of PEGI age rating aware of PEGI content 33% their children symbols symbols Parents Dont play games 67% Non parents 18% 35% with their children Their children 68% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 68% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 67% 24% 6% % AGREE WITH STATEMENT THE MOST Develop skills 56% 25% 14% The age rating system for videogames should be stricter Competitive 48% 34% 14% 15% overall than that used for movies Spend time alone 43% 39% 14% The age rating system for videogames and movies 58% Creative 36% 36% 23% should be the same Informed 27% 46% 22% The age rating system for movies should be stricter 3% overall than that used for videogames Social 24% 38% 34% Aggressive 20% 52% 22% 24% Don’t know
  • 46. Consumer Study | November 2012 [ 46 ] SUMMARY NorwayOVERVIEW OF GAMING PERCEPTIONS OF GAMING 53% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Norway have played a game in the past 12 months 9% 15% 54% 46% 48% 27% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 45% 53% 79% 75% 24% 68% Not very/at all interested Fairly/very interested 37% 27% 55% ANY Packaged 20% 35% TOP 3 WORDS ASSOCIATED WITH GAMING 10% 34% ALL ONLINE GAMERS 56% ANY Apps 24% TOTAL 58% 1 Entertaining 38% 61% 16% Males 16-34 39% Males 35-64 2 Good at providing escapism 30% 49% 64% ANY Online 31% Females 16-34 49% 3 Competitive 29% 42% 25% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 70% of parents have children who play games 59% 33% Play games with aware of PEGI age rating aware of PEGI content 29% 55% their children symbols symbols Parents Dont play games 71% Non parents 15% with their children Their children 71% 27% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 71% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 69% 15% 10% % AGREE WITH STATEMENT THE MOST Develop skills 57% 16% 12% The age rating system for videogames should be stricter Creative 46% 35% 12% 28% overall than that used for movies Competitive 42% 41% 8% The age rating system for videogames and movies 49% Spend time alone 38% 49% 6% should be the same Informed 21% 56% 14% The age rating system for movies should be stricter 5% overall than that used for videogames Aggressive 21% 61% 9% Social 15% 50% 29% 19% Don’t know
  • 47. Consumer Study | November 2012 [ 47 ] SUMMARY PolandOVERVIEW OF GAMING PERCEPTIONS OF GAMING 49% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Poland have played a game in the past 12 months 12% 17% 56% 44% 37% 30% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 37% 49% 73% 67% 30% 55% Not very/at all interested Fairly/very interested 31% 22% 41% ANY Packaged 17% 16% TOP 3 WORDS ASSOCIATED WITH GAMING 13% 16% ALL ONLINE GAMERS 28% ANY Apps 9% TOTAL 21% 1 Immersive 41% 53% 6% Males 16-34 43% Males 35-64 2 Fun 38% 53% 60% ANY Online 32% Females 16-34 50% 3 Entertaining 36% 52% 29% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 41% of parents have children who play games 56% 30% 25% Play games with aware of PEGI age rating aware of PEGI content 35% their children symbols symbols 16% Parents Dont play games 65% Non parents 52% with their children Their children 70% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 70% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 73% 7% 19% % AGREE WITH STATEMENT THE MOST Develop skills 65% 11% 24% The age rating system for videogames should be stricter Competitive 61% 12% 25% 23% overall than that used for movies Spend time alone 56% 8% 34% The age rating system for videogames and movies 46% Creative 55% 21% 22% should be the same Informed 46% 16% 36% The age rating system for movies should be stricter 4% overall than that used for videogames Social 34% 29% 34% Aggressive 20% 48% 27% 27% Don’t know
  • 48. Consumer Study | November 2012 [ 48 ] SUMMARY PortugalOVERVIEW OF GAMING PERCEPTIONS OF GAMING 40% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Portugal have played a game in the past 12 months 15% 29% 57% 43% 27% 27% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 40% 40% 55% 56% 42% 47% Not very/at all interested Fairly/very interested 28% 17% 29% ANY Packaged 17% 15% TOP 3 WORDS ASSOCIATED WITH GAMING 8% 17% ALL ONLINE GAMERS 25% ANY Apps 14% TOTAL 27% 1 Entertaining 43% 61% 10% Males 16-34 34% Males 35-64 2 Good at providing escapism 43% 58% 44% ANY Online 33% Females 16-34 39% 3 Fun 37% 53% 25% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 58% of parents have children who play games 54% 44% 36% Play games with aware of PEGI age rating aware of PEGI content 31% their children symbols symbols Parents 22% Dont play games 69% Non parents 40% with their children Their children 68% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 70% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 83% 8% % AGREE WITH STATEMENT THE MOST Develop skills 65% 19% 10% The age rating system for videogames should be stricter Creative 55% 20% 17% 9% 30% overall than that used for movies Competitive 54% 24% 17% The age rating system for videogames and movies 43% Spend time alone 52% 26% 15% should be equally strict Social 35% 24% 36% The age rating system for movies should be stricter 4% overall than that used for videogames Aggressive 30% 40% 21% 10% Informed 28% 47% 19% 23% Don’t know
  • 49. Consumer Study | November 2012 [ 49 ] SUMMARY SpainOVERVIEW OF GAMING PERCEPTIONS OF GAMING 40% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Spain have played a game in the past 12 months 11% 15% 56% 44% 42% 31% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 26% 40% 61% 73% 26% 46% Not very/at all interested Fairly/very interested 28% 21% 36% ANY Packaged 14% 20% TOP 3 WORDS ASSOCIATED WITH GAMING 13% 20% ALL ONLINE GAMERS 30% ANY Apps 11% TOTAL 27% 1 Entertaining 40% 59% 11% Males 16-34 31% Males 35-64 2 Immersive 38% 50% 49% ANY Online 18% Females 16-34 36% 3 Fun 34% 55% 21% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 50% of parents have children who play games 53% 35% 29% Play games with aware of PEGI age rating aware of PEGI content 30% their children symbols symbols Parents 22% Dont play games 70% Non parents 43% with their children Their children 69% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 70% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 82% 6% 8% % AGREE WITH STATEMENT THE MOST Develop skills 67% 13% 15% The age rating system for videogames should be stricter Competitive 58% 20% 18% 28% overall than that used for movies Spend time alone 57% 16% 23% The age rating system for videogames and movies 50% Creative 50% 22% 25% should be the same Aggressive 34% 30% 24% The age rating system for movies should be stricter 4% overall than that used for videogames Informed 29% 34% 31% Social 27% 19% 50% 18% Don’t know
  • 50. Consumer Study | November 2012 [ 50 ] SUMMARY SwedenOVERVIEW OF GAMING PERCEPTIONS OF GAMING 62% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Sweden have played a game in the past 12 months 16% 30% 53% 47% 22% 31% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 52% 62% 90% 61% 39% 72% Not very/at all interested Fairly/very interested 50% 31% 59% ANY Packaged 28% 35% TOP 3 WORDS ASSOCIATED WITH GAMING 15% 33% ALL ONLINE GAMERS 47% ANY Apps 26% TOTAL 46% 1 Entertaining 38% 54% 26% Males 16-34 45% Males 35-64 2 Fun 33% 48% 68% ANY Online 37% Females 16-34 48% 3 Competitive 32% 41% 37% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 64% of parents have children who play games 45% 25% Play games with aware of PEGI age rating aware of PEGI content 47% their children 34% symbols symbols Parents Dont play games 66% Non parents 16% 35% with their children Their children 56% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 57% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Have fun 70% 20% 7% % AGREE WITH STATEMENT THE MOST Develop skills 68% 21% 5% The age rating system for videogames should be stricter Spend time alone 53% 34% 10% 17% overall than that used for movies Competitive 52% 35% 7% The age rating system for videogames and movies 45% Creative 49% 31% 13% should be equally strict Informed 42% 41% 10% The age rating system for movies should be stricter 2% overall than that used for videogames Social 19% 33% 42% Aggressive 18% 58% 11% 36% Don’t know
  • 51. Consumer Study | November 2012 [ 51 ] SUMMARY SwitzerlandOVERVIEW OF GAMING PERCEPTIONS OF GAMING 41% Very interested Fairly interested Not at all interested Not very interested Don’t know of the online population aged 16 to 64 years old in Switzerland have played a game in the past 12 months 10% 16% 56% 44% 47% 26% TYPES OF GAMES PLAYED: BY AGE AND GENDERANY Video Gaming 33% 41% 58% 73% 26% 41% Not very/at all interested Fairly/very interested 41% 15% 38% ANY Packaged 10% 11% TOP 3 WORDS ASSOCIATED WITH GAMING 13% 19% ALL ONLINE GAMERS 30% ANY Apps 12% TOTAL 25% 1 Good at providing escapism 31% 46% 18% Males 16-34 33% Males 35-64 2 Entertaining 30% 52% 45% ANY Online 28% Females 16-34 35% 3 Fun 21% 42% 32% Females 35-64GAMING AND THE FAMILY PEGI RATING SYSTEM 43% of parents have children who play games 56% 33% 28% Play games with aware of PEGI age rating aware of PEGI content 32% their children symbols symbols Parents 16% Dont play games 68% Non parents 43% with their children Their children 62% dont play games agree PEGI ratings should apply to app games EFFECT OF GAMES ON CHILDREN: 59% PARENTS OF CHILDREN WHO PLAY GAMES agree PEGI ratings should apply to games on social More No difference Less Dont know network sites Competitive 72% 18% 6% % AGREE WITH STATEMENT THE MOST Have fun 67% 7% 24% The age rating system for videogames should be stricter Spend time alone 59% 16% 21% 28% overall than that used for movies Develop skills 48% 36% 13% The age rating system for videogames and movies 45% Aggressive 43% 27% 26% should be the same Creative 43% 40% 13% The age rating system for movies should be stricter 6% overall than that used for videogames Informed 31% 35% 31% Social 19% 20% 59% 21% Don’t know
  • 52. ALSO AVAILABLE FROM ISFE AND IPSOS MEDIACT:GameTrack is a multi-country tracking survey that provides companies and organisations with acomplete view of the video games market.GameTrack includes all devices that might be used for playing video games – from PCs and laptops,games consoles and portable games devices through to smartphones and tablets, as well as currentlyniche devices such as smart TVs.Similarly, it includes all types of games – from packaged (new, pre-owned and rental) to apps (paid andfree) to online games (including downloads, subscriptions, browser games and games on social networksites).GameTrack reports each quarter and is based on a nationally representative sample of over 6,000individuals aged 6+ in each country for each wave, providing a reliable and robust true measure on howthe games market is shifting and the underlying dynamics of the industry. COUNTRIES COVERED USA UK FRANCE GERMANY SPAIN ONLINE APPS PACKAGED TIME SPENT ACQUISITION VALUE
  • 53. LATEST GAMETRACK DATA % PLAYING GAMES IN PAST 12 MONTHS – Q3 2012 Base: all 6+ populationANY video gaming 20m people 35% 29m people 50% 26m people 40% 14m people 40% ANY Packaged 22% 29% 20% 20% ANY Apps 14% 10% 8% 8% ANY Online 19% 25% 18% 18% Downloads 8% 9% 7% 7% Social 8% 13% 9% 9% Multiplayer 8% 6% 4% 4% Browse 8% 7% 8% 8%GameTrack provides a complete view of the videogames market - from overall incidenceof gaming to time, volume and value breakdown of specific devices and types of games.
  • 54. FOR MORE INFORMATIONDIRK BOSMANS PAUL MASKELLCommunication Manager Research DirectorInteractive Software Federation of Europe Ipsos MediaCTt: +32 (0) 2 612 1772 t: +44 (0) 20 8515 3467e: dirk.bosmans@isfe.eu e: dirk.bosmans@isfe.euw: http://www.isfe.eu w: http://www.isfe.eu