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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 [URL=http://www.activision.com/RatingsAreNotAGame]Ratings Are Not a Game[/URL] initiative, which is designed to [URL=http://www.gamepolitics.com/2009/11/03/activision-pairs-dr-olson-game-education-initiative]educate parents and consumers[/URL] 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:

[INDENT]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.

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


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