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Cheats for Marketers: Fresh Demographics on Teen and Adult Game Play & How Games Can Teach Kids to Be Good Citizens Amanda Lenhart Game Developers Conference March 2009 San Francisco, CA
Road Map ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Methods ,[object Object],[object Object],[object Object],[object Object],[object Object]
Your Teen Market is Huge . ,[object Object],Creative Commons License, Flickr user fille_de_photo ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Youth Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
And what about adults? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Hardware: Adults vs. Teens Source:  Adult data based on Pew Internet & American Life Project Survey, October-December 2007. N= 2,054 total adults, margin of error is ±2%. N=1,063 total game players, margin of error is ±3%. Teen data based on Pew Internet Project survey, November 2007-February 2008. N=1,064 teen gamers, margin of error is ±3%. 62 25 13 Portable gaming device like PSP, DS, or Gameboy 50 35 18 Cell phone, Blackberry, or other handheld organizer 89 53 28 Game console (Xbox, PlayStation, Wii, etc) 76% 73% 38% Desktop or laptop computer % of teen gamers % of adult gamers % of all adults Do you ever use any of the following to play games whether or not you personally have one? Do you use…to play games? Adults Play Games On Many Devices
Your Best Customer? The Daily Gamer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Often Do Adults Play Games? ,[object Object],Source:   Pew Internet & American Life Project Survey, October-December 2007. N=1,063 total game players, margin of error is ±3%.    14 17 28 36 Gamers age 65+  21 25 30 19 Gamers ages 50-64  24 25 26 20 Gamers ages 30-49  16 30 30 20 Gamers ages 18-29  20% 27% 28% 21% Total gamers Less Often A few times a month A few times a week Everyday or almost everyday How often do you play games, whether on a computer, or online, or on a game console, or on some other device?  Do you do this…? Frequency of Game Play
Teens play a wide variety of games ,[object Object],[object Object],Used under creative commons via flickr. Photo taken by cdammen.
Game Genres ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Game Genres (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MMOGs and Virtual Worlds ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image courtesy of rosefirerising via flickr under creative commons
Games, Genre & Gender ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cheats, Hacks and Mods ,[object Object],[object Object],[object Object],[object Object],[object Object]
Parents: Gatekeepers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Parental monitoring of game play varies. ,[object Object],[object Object],[object Object],Creative Commons License, Flickr user Reggie fun.
Parental monitoring of game playing varies (2) ,[object Object],[object Object],[object Object],[object Object]
The industry rating system doesn’t always work ,[object Object],[object Object],[object Object]
Parental views on the impact of games ,[object Object],[object Object],[object Object],[object Object]
Majority of most popular games are not violent The Sims Halo  Grand Theft Auto Tetris Madden NFL ‘08 Dance Dance Revolution Solitaire Madden NFL Halo 3 Guitar Hero   10 Most Frequently Played Games
Teens encounter both pro-social and anti-social behavior while gaming ,[object Object],[object Object],[object Object],[object Object],[object Object]
Teen gaming is social. Creative Commons License, Flickr user tracer.ca ,[object Object],[object Object],[object Object],[object Object]
Games are social (2) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Games are social (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Play Around the Game ,[object Object],[object Object],[object Object],[object Object]
How Games Might Make Kids Better Citizens (or, another potential selling point for skeptical parents and policy makers)
Civics – What is it & Why is it Important? ,[object Object],[object Object]
Civics – Why is this important? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What works? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Civic Gaming Experiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Democracy
Civilization IV Image courtesy of graye via flickr under creative commons
Civic gaming experiences do relate to civic engagement ,[object Object],[object Object],Photo by Thomas Hawk, via flickr, used under creative commons
More civic gaming experiences = more civic engagement. * Indicates statistically significant difference when compared with the percent of teens with the fewest civic gaming experiences. Gaming and Civic/Political Life 55 54 53 Volunteer  15* 7 6 Participate in a protest march/demonstration. 34* 23 17 Persuade others how to vote in an election. 60* 59* 49 Stay informed about political issues/current events. 70* 61* 51 Give or raise money for charity.  70* 64* 55 Go online to get information about politics/current events. % of teens with frequent civic gaming experiences % of teens with average civic gaming experiences % if teens with few civic gaming experiences
Social game play correlates with civic engagement. ,[object Object],[object Object],[object Object],[object Object],[object Object],Creative Commons License, Flickr user sean dreillinger
Social interaction related to games increases engagement. Game players who post to gaming websites or  discussion boards are more likely to report they: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Civic Gaming Experiences More Equitably Distributed ,[object Object],[object Object],[object Object],[object Object]
Ideas for Marketers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Full Report @  http://www.pewinternet.org   Civics White Paper @  http://www.civicsurvey.org/ Amanda Lenhart Pew Internet & American Life Project [email_address] http://www.pewinternet.org

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Cheats for Marketers: Fresh Demographics on Teen and Adult Game Play & How Games May Teach Kids to Be Good Citizens

  • 1. Cheats for Marketers: Fresh Demographics on Teen and Adult Game Play & How Games Can Teach Kids to Be Good Citizens Amanda Lenhart Game Developers Conference March 2009 San Francisco, CA
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  • 7. Hardware: Adults vs. Teens Source: Adult data based on Pew Internet & American Life Project Survey, October-December 2007. N= 2,054 total adults, margin of error is ±2%. N=1,063 total game players, margin of error is ±3%. Teen data based on Pew Internet Project survey, November 2007-February 2008. N=1,064 teen gamers, margin of error is ±3%. 62 25 13 Portable gaming device like PSP, DS, or Gameboy 50 35 18 Cell phone, Blackberry, or other handheld organizer 89 53 28 Game console (Xbox, PlayStation, Wii, etc) 76% 73% 38% Desktop or laptop computer % of teen gamers % of adult gamers % of all adults Do you ever use any of the following to play games whether or not you personally have one? Do you use…to play games? Adults Play Games On Many Devices
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  • 21. Majority of most popular games are not violent The Sims Halo Grand Theft Auto Tetris Madden NFL ‘08 Dance Dance Revolution Solitaire Madden NFL Halo 3 Guitar Hero 10 Most Frequently Played Games
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  • 27. How Games Might Make Kids Better Citizens (or, another potential selling point for skeptical parents and policy makers)
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  • 33. Civilization IV Image courtesy of graye via flickr under creative commons
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  • 35. More civic gaming experiences = more civic engagement. * Indicates statistically significant difference when compared with the percent of teens with the fewest civic gaming experiences. Gaming and Civic/Political Life 55 54 53 Volunteer 15* 7 6 Participate in a protest march/demonstration. 34* 23 17 Persuade others how to vote in an election. 60* 59* 49 Stay informed about political issues/current events. 70* 61* 51 Give or raise money for charity. 70* 64* 55 Go online to get information about politics/current events. % of teens with frequent civic gaming experiences % of teens with average civic gaming experiences % if teens with few civic gaming experiences
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  • 40. Full Report @ http://www.pewinternet.org Civics White Paper @ http://www.civicsurvey.org/ Amanda Lenhart Pew Internet & American Life Project [email_address] http://www.pewinternet.org