VIDEOGAMES IN EUROPE:
CONSUMER STUDY
European Summary Report
November 2012
[2]
Consumer Study | November 2012
INTRODUCTION
EUROPEAN SUMMARY
CONTENTS
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
Consumer Study | November 2012
EUROPEAN SUMMARY
INTRODUCTION
[3]
RESEARCH OVERVIEW
The European Consumer Study is a multicountry survey run by Ipsos MediaCT, in
partnership with the Interactive Software
Federation of Europe (ISFE). It is designed
to provide a better understanding of the
societal context in which games are being
played today in 16 European countries.
The study used a combination of online
self-completion survey and offline
interviews and targeted respondents aged
between 16 and 64.
For the purposes of this report, ‘Gamers’
are defined as anyone who has played a
game on any of the devices and formats
listed below in the past 12 months.
In total 15,142 respondents completed an
online survey over a two week period in
October 2012.
This report provides a summary of the key
results across all markets; individual
country reports are available for more indepth analysis of all results.
GAMING FORMATS AND DEVICES COVERED
APPS
ONLINE
PACKAGED
FREE APPS
PAID APPS
PAID EXTRAS
SOCIAL
FREE DOWNLOAD
PAID DOWNLOAD
PAID EXTRAS
MULTIPLAYER
WEBSITE
(DISC/CARTRIDGE)
NEW
PRE OWNED
RENTAL
CONSOLE
PORTABLE
MOBILE
TABLET
COMPUTER
[4]
GAMING: WHO, WHAT AND HOW?
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%
Sweden
Finland
France
Czech
Republic
Netherlands
Norway
Belgium
Poland
WEEKLY
34%
25%
30%
27%
28%
25%
26%
23%
MONTHLY
11%
14%
13%
12%
11%
10%
12%
13%
LESS
FREQUENTLY
17%
20%
14%
17%
15%
19%
15%
13%
49%
ANY GAMING
Euro Average:
25% Play games at least once a week
Average:
48%
45%
42%
42%
41%
41%
40%
40%
40%
Denmark
Germany
Austria
Italy
Switzerland
Great
Britain
Spain
Portugal
WEEKLY
26%
23%
20%
25%
21%
24%
24%
23%
MONTHLY
7%
10%
11%
7%
12%
7%
8%
8%
LESS
FREQUENTLY
13%
10%
12%
9%
8%
9%
9%
9%
ANY GAMING
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
EUROPEAN SUMMARY
GAMING: WHO, WHAT AND HOW?
TYPE OF GAMES PLAYED (ALL ONLINE RESPONDENTS)
Average:
48%
62%
60%
57%
56%
54%
53%
53%
Sweden
Finland
France
Czech
Republic
Netherlands
Norway
Belgium
Poland
ANY 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%
45%
42%
42%
41%
41%
40%
40%
40%
Denmark
Germany
Austria
Italy
Switzerland
Great
Britain
Spain
Portugal
ANY 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%
49%
ANY GAMING
Average:
48%
ANY GAMING
Which of the following types of video games do you personally play?
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%
Sweden
Finland
France
Czech
Republic
Netherlands
Norway
Belgium
Poland
CONSOLE
37%
29%
33%
16%
28%
29%
28%
20%
PORTABLE
GAMES DEVICE
11%
7%
20%
8%
15%
11%
20%
7%
COMPUTERS
47%
47%
45%
49%
41%
38%
42%
42%
MOBILE DEVICE
38%
31%
31%
25%
30%
37%
19%
21%
45%
42%
42%
41%
41%
40%
40%
40%
Denmark
Germany
Austria
Italy
Switzerland
Great
Britain
Spain
Portugal
CONSOLE
17%
21%
25%
24%
20%
28%
26%
21%
PORTABLE
GAMES DEVICE
6%
11%
10%
15%
13%
15%
17%
12%
COMPUTERS
36%
34%
36%
34%
33%
30%
31%
33%
MOBILE DEVICE
26%
18%
24%
25%
30%
22%
25%
20%
49%
ANY GAMING
Average:
48%
ANY GAMING
Which of the following types of video games do you personally play?
Which of the following devices do you personally play video games on?
Consumer Study | November 2012
[8]
EUROPEAN SUMMARY
GAMING: WHO, WHAT AND HOW?
INCIDENCE 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
M
BELGIUM
53%
AGE
32%
57%
AGE
49%
89%
16-24
42%
89%
16-24
71%
80%
25-34
45%
69%
25-34
62%
57%
35-44
28%
57%
35-44
48%
27%
45-54
20%
49%
45-54
41%
21%
55-64
28%
27%
55-64
28%
F
M
CZECH REPUBLIC
M
DENMARK
64%
AGE
48%
55%
AGE
36%
83%
16-24
60%
65%
16-24
50%
70%
25-34
46%
64%
25-34
39%
67%
35-44
49%
59%
35-44
49%
55%
45-54
40%
53%
45-54
32%
37%
55-64
33%
28%
55-64
21%
F
M
FINLAND
M
F
FRANCE
67%
AGE
54%
61%
AGE
53%
81%
16-24
76%
85%
16-24
74%
75%
25-34
66%
72%
25-34
59%
79%
35-44
56%
59%
35-44
45%
60%
45-54
44%
40%
45-54
45%
47%
55-64
35%
37%
55-64
34%
F
M
GERMANY
M
F
F
GREAT BRITAIN
46%
AGE
38%
43%
AGE
37%
68%
16-24
58%
67%
16-24
48%
50%
25-34
38%
46%
25-34
34%
41%
35-44
40%
50%
35-44
40%
33%
45-54
38%
34%
45-54
39%
43%
55-64
15%
18%
55-64
25%
F
M
F
Consumer Study | November 2012
EUROPEAN SUMMARY
[9]
GAMING: WHO, WHAT AND HOW?
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
M
NETHERLANDS
46%
AGE
36%
57%
AGE
51%
89%
16-24
59%
87%
16-24
76%
60%
25-34
54%
77%
25-34
50%
50%
35-44
37%
50%
35-44
47%
28%
45-54
24%
46%
45-54
46%
24%
55-64
20%
33%
55-64
39%
F
M
NORWAY
M
POLAND
61%
AGE
45%
55%
AGE
43%
84%
16-24
73%
78%
16-24
60%
83%
25-34
57%
68%
25-34
50%
67%
35-44
49%
51%
35-44
48%
46%
45-54
34%
38%
45-54
21%
30%
55-64
17%
22%
55-64
19%
F
M
PORTUGAL
M
F
SPAIN
43%
AGE
38%
43%
AGE
37%
70%
16-24
37%
73%
16-24
56%
44%
25-34
55%
53%
25-34
40%
58%
35-44
38%
35%
35-44
34%
25%
45-54
36%
23%
45-54
17%
21%
55-64
18%
13%
55-64
25%
F
M
SWEDEN
M
F
F
SWITZERLAND
66%
AGE
57%
43%
AGE
38%
89%
16-24
81%
69%
16-24
55%
88%
25-34
63%
58%
25-34
31%
71%
35-44
71%
33%
35-44
38%
58%
45-54
49%
18%
45-54
22%
26%
55-64
29%
18%
55-64
18%
F
M
F
[ 10 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
GAMING: WHO, WHAT AND HOW?
PLAYING GAMES ONLINE (ALL GAMERS)
Euro Average: 81%
CZECH REPUBLIC
90%
SWITZERLAND
89%
POLAND
84%
PORTUGAL
84%
NETHERLANDS
83%
SPAIN
83%
ITALY
82%
GREAT BRITAIN
80%
FINLAND
79%
GERMANY
79%
BELGIUM
78%
NORWAY
77%
DENMARK
77%
SWEDEN
76%
FRANCE
76%
AUSTRIA
75%
58% Play with others
31% Always play on their own
51% Play with others
38% Always play on their own
62% Play with others
23% Always play on their own
49% Play with others
36% Always play on their own
59% Play with others
24% Always play on their own
59% Play with others
24% Always play on their own
50% Play with others
32% Always play on their own
45% Play with others
33% Always play on their own
44% Play with others
35% Always play on their own
53% Play with others
26% Always play on their own
47% Play with others
32% Always play on their own
48% Play with others
29% Always play on their own
46% Play with others
31% Always play on their own
52% Play with others
25% Always play on their own
44% Play with others
30% Always play on their own
50% Play with others
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?
Consumer Study | November 2012
EUROPEAN SUMMARY
GAMING: WHO, WHAT AND HOW?
[ 11 ]
EURO AVERAGES
PROFILE OF GAMERS (ALL GAMERS)
Age breakdown
Gender breakdown
55%
45%
Male
Female
16-19
12%
20-24
14%
25-34
26%
35-44
23%
45-54
15%
55-64
11%
51% Under 35
49% 35 and over
GAMES PLAYED: FREE vs. PAID (ALL ONLINE RESPONDENTS)
Free
20%
Apps
Multiplayer online
Downloads
21%
11%
21%
Paid for
7%
Free
7%
Paid for Paid for
6%
3%
Paid for game
Free
19%
Paid for
9%
Paid to
play online
PURCHASED IN PAST 12 MONTHS (ALL ONLINE RESPONDENTS)
35%
Have bought
a game
19%
8%
8%
7%
New packaged
Online games
Secondhand packaged
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?
EUROPEAN SUMMARY
Consumer Study | November 2012
GAMING: WHO, WHAT AND HOW?
[ 12 ]
GAMES PURCHASED IN PAST 12 MONTHS (1/2)
(ALL ONLINE RESPONDENTS)
AUSTRIA
36%
Have bought
a game
17%
8%
7%
7%
New packaged
Online games
Secondhand packaged
Games apps
BELGIUM
38%
Have bought
a game
CZECH REPUBLIC
37%
Have bought
a game
19%
11%
7%
6%
New packaged
Online games
Secondhand packaged
Games apps
Have bought
a game
20%
10%
8%
7%
New packaged
Online games
Secondhand packaged
Games apps
GERMANY
29%
Have bought
a game
18%
9%
5%
4%
New packaged
Secondhand packaged
Online games
Games apps
New packaged
Secondhand packaged
Online games
Games apps
DENMARK
30%
Have bought
a game
FINLAND
32%
21%
10%
8%
6%
14%
12%
11%
4%
New packaged
Online games
Games apps
Secondhand packaged
FRANCE
38%
Have bought
a game
20%
13%
8%
6%
New packaged
Secondhand packaged
Online games
Games apps
GREAT BRITAIN
34%
Have bought
a game
23%
13%
7%
7%
New packaged
Secondhand packaged
Online games
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
EUROPEAN SUMMARY
GAMING: WHO, WHAT AND HOW?
GAMES PURCHASED IN PAST 12 MONTHS (2/2)
(ALL ONLINE RESPONDENTS)
ITALY
28%
Have bought
a game
17%
9%
6%
4%
NETHERLANDS
New packaged
Secondhand packaged
Games apps
Online games
35%
Have bought
a game
NORWAY
41%
Have bought
a game
24%
16%
13%
6%
New packaged
Games apps
Online games
Secondhand packaged
Have bought
a game
18%
8%
6%
3%
New packaged
Online games
Secondhand packaged
Games apps
SWEDEN
42%
Have bought
a game
25%
14%
11%
10%
New packaged
Online games
Games apps
Secondhand packaged
New packaged
Secondhand packaged
Online games
Games apps
POLAND
35%
Have bought
a game
PORTUGAL
33%
21%
8%
8%
7%
14%
7%
6%
4%
New packaged
Online games
Secondhand packaged
Games apps
SPAIN
35%
Have bought
a game
20%
10%
5%
3%
New packaged
Secondhand packaged
Online games
Games apps
SWITZERLAND
37%
Have bought
a game
18%
12%
6%
6%
New packaged
Games apps
Secondhand packaged
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 ]
PERCEPTIONS OF GAMING
[ 15 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
PERCEPTIONS OF GAMING
INTEREST 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%
GERMANY
32%
67%
69%
FINLAND
30%
69%
BELGIUM
30%
69%
POLAND
30%
69%
GREAT BRITAIN
30%
DENMARK
29%
71%
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?
Consumer Study | November 2012
[ 16 ]
EUROPEAN SUMMARY
PERCEPTIONS OF GAMING
BROADER MEDIA AND ACTIVITIES INTEREST:
(FAIRLY/VERY INTERESTED) (ALL ONLINE RESPONDENTS - EURO AVERAGE)
All
Males 16-34
Males 35-64
Internet
82%
88%
81%
89%
76%
83%
77%
88%
80%
80%
73%
83%
75%
73%
69%
45%
40%
72%
85%
81%
77%
79%
83%
84%
66%
50%
60%
73%
70%
73%
73%
73%
51%
36%
48%
53%
63%
49%
24%
Going out to bars/clubs
50%
40%
Gaming
31%
90%
Literature/art
Sport (taking part)
50%
74%
Television
The latest technology
56%
82%
Travelling
Film
77%
Females 35-64
News/current affairs
Music
81%
Females 16-34
35%
49%
27%
News about celebs/famous
27%
28%
19%
26%
19%
How interested are you in each of the following? (Video games/computer games)
16%
39%
31%
Consumer Study | November 2012
EUROPEAN SUMMARY
PERCEPTIONS OF GAMING
BROADER MEDIA AND ACTIVITIES INTEREST:
(DIFFERENCE BETWEEN GAMERS AND NON-GAMERS - EURO AVERAGE)
All
Internet
82%
Gamers
Non-gamers
News/current affairs
90%
75%
82%
79%
84%
81%
81%
76%
70%
50%
53%
Travelling
Music
81%
85%
78%
81%
Television
Film
77%
84%
70%
The latest technology
56%
69%
Literature/art
45%
Sport (taking part)
50%
57%
51%
Going out to bars/clubs
44%
Gaming
31%
73%
35%
41%
29%
News about celebs/famous
55%
8%
26%
How interested are you in each of the following? (Video games/computer games)
29%
23%
[ 17 ]
[ 18 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
PERCEPTIONS OF GAMING
WORDS ASSOCIATED WITH MEDIA/ACTIVITIES
(ALL ONLINE RESPONDENTS - EURO AVERAGE)
Entertaining
Informative/educational
Immersive
Fun
Internet
16%
31% 46% 26% 7% 40%
20% 20% 45%
38% 49%
29%
20% 17% 9%
7% 40% 16% 5% 16%
Sport (taking part)
43% 27% 38% 38% 51% 49% 38%
Gaming
30% 9%
63% 24%
43% 17% 47% 34% 30% 6%
33% 31% 30% 11% 44% 18% 13%
Going out to bars/clubs
13% 23% 31% 5% 36% 19% 38%
22%
4%
Literature/art
The latest technology
36%
7%
Television
Film
28%
66%
12% 14% 5% 12%
4%
Travelling
Music
67%
Family orientated
News/current affairs
49% 23% 33% 29% 52% 38% 10% 6%
62%
Sociable
Competitive
Good at providing escapism
39% 4% 25% 52%
39%
News about celebs/famous
21%
7% 28% 8%
28% 5%
15% 8%
6% 15%
Most commonly selected category for each word
Which of the following words and phrases do you think particularly apply to video games/computer games?
4%
[ 19 ]
GAMING AND THE FAMILY
[ 20 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
GAMING AND THE FAMILY
PARENTS AND CHILDREN WHO PLAY GAMES
(ALL PARENTS)
Play games with children
Don't play games with children
Children don't play games
Don't know
DENMARK
56%
14%
28%
NORWAY
55%
15%
27%
FINLAND
52%
SWEDEN
14%
47%
16%
NETHERLANDS
45%
18%
FRANCE
44%
21%
GREAT BRITAIN
43%
ITALY
37%
PORTUGAL
36%
AUSTRIA
35%
34%
38%
39%
24%
36%
22%
40%
7%
55%
43%
31%
17%
GERMANY
30%
20%
SPAIN
29%
22%
SWITZERLAND
28%
25%
35%
22%
CZECH REPUBLIC
POLAND
35%
17%
39%
BELGIUM
31%
16%
9%
47%
43%
6%
43%
16%
13%
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
with them”
“It’s a fun activity for
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?
Consumer Study | November 2012
EUROPEAN SUMMARY
[ 21 ]
GAMING AND THE FAMILY
EFFECT OF GAMES ON CHILDREN (1/5)
(PARENTS OF CHILDREN WHO PLAY GAMES)
Videogames encourage children to...
More
No difference
SWEDEN
68%
SPAIN
67%
PORTUGAL
65%
POLAND
65%
DENMARK
63%
FINLAND
62%
DEVELOP SKILLS
Less
Don’t know
21%
13%
15%
NORWAY
57%
16%
NETHERLANDS
56%
GERMANY
55%
GREAT BRITAIN
55%
CZECH REPUBLIC
47%
FRANCE
46%
7%
17%
5%
20%
7%
12%
14%
25%
14%
18%
5%
21%
26%
5%
14%
28%
11%
36%
9%
9%
18%
19%
51%
48%
12%
13%
59%
6%
24%
16%
AUSTRIA
6%
10%
11%
60%
SWITZERLAND
15%
19%
ITALY
BELGIUM
5% 6%
5%
10%
13%
40%
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?
Consumer Study | November 2012
EUROPEAN SUMMARY
[ 22 ]
GAMING AND THE FAMILY
EFFECT OF GAMES ON CHILDREN (2/5)
(PARENTS OF CHILDREN WHO PLAY GAMES)
Videogames encourage children to be...
More
No difference
GERMANY
CREATIVE
Less
Don’t know
61%
POLAND
55%
PORTUGAL
55%
AUSTRIA
51%
DENMARK
51%
SPAIN
50%
SWEDEN
49%
CZECH REPUBLIC
49%
18%
17%
21%
22%
20%
17%
34%
7%
25%
12%
22%
7%
12%
25%
31%
11%
9%
13%
6%
36%
NORWAY
46%
35%
12%
8%
FRANCE
45%
35%
13%
7%
SWITZERLAND
43%
FINLAND
42%
40%
20%
GREAT BRITAIN
39%
29%
BELGIUM
39%
29%
NETHERLANDS
ITALY
36%
13%
31%
27%
22%
36%
33%
25%
7%
9%
23%
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?
Consumer Study | November 2012
EUROPEAN SUMMARY
[ 23 ]
GAMING AND THE FAMILY
EFFECT OF GAMES ON CHILDREN (3/5)
(PARENTS OF CHILDREN WHO PLAY GAMES)
Videogames encourage children to be...
AGGRESSIVE
More
ITALY
No difference
Less
48%
SWITZERLAND
35%
43%
FINLAND
35%
SPAIN
34%
BELGIUM
32%
PORTUGAL
30%
GREAT BRITAIN
29%
NORWAY
21%
AUSTRIA
21%
NETHERLANDS
20%
POLAND
20%
SWEDEN
18%
CZECH REPUBLIC
18%
DENMARK
12%
GERMANY
12%
10%
27%
37%
FRANCE
Don’t know
8%
26%
35%
23%
41%
13%
30%
5%
12%
24%
12%
50%
8%
40%
21%
47%
9%
10%
16%
61%
8%
9%
32%
9%
45%
52%
22%
48%
6%
27%
58%
11%
34%
37%
53%
14%
11%
25%
25%
5%
10%
58%
5%
Euro Average:
More
No difference
27%
42%
Less
23%
Don’t know
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?
Consumer Study | November 2012
EUROPEAN SUMMARY
[ 24 ]
GAMING AND THE FAMILY
EFFECT OF GAMES ON CHILDREN (4/5)
(PARENTS OF CHILDREN WHO PLAY GAMES)
Videogames encourage children to be...
More
POLAND
No difference
Less
46%
SWEDEN
35%
GREAT BRITAIN
29%
44%
PORTUGAL
28%
47%
NETHERLANDS
27%
GERMANY
27%
22%
CZECH REPUBLIC
22%
NORWAY
21%
ITALY
20%
BELGIUM
19%
11%
6%
31%
29%
AUSTRIA
7%
31%
SPAIN
24%
17%
29%
31%
FRANCE
10%
34%
34%
SWITZERLAND
36%
41%
39%
FINLAND
Don’t know
16%
42%
DENMARK
INFORMED
34%
31%
6%
20%
46%
7%
19%
6%
22%
5%
49%
19%
53%
13%
45%
11%
36%
5%
11%
21%
36%
56%
6%
14%
38%
10%
35%
49%
7%
21%
10%
Euro Average:
More
No difference
29%
41%
Less
23%
Don’t know
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?
Consumer Study | November 2012
EUROPEAN SUMMARY
[ 25 ]
GAMING AND THE FAMILY
EFFECT OF GAMES ON CHILDREN (5/5)
(PARENTS OF CHILDREN WHO PLAY GAMES)
Videogames encourage children to be...
More
GREAT BRITAIN
Less
38%
PORTUGAL
35%
POLAND
34%
FINLAND
27%
DENMARK
27%
NETHERLANDS
24%
GERMANY
23%
FRANCE
22%
CZECH REPUBLIC
22%
ITALY
21%
SWEDEN
19%
SWITZERLAND
19%
AUSTRIA
18%
BELGIUM
17%
Don’t know
32%
27%
24%
36%
29%
31%
SPAIN
NORWAY
No difference
SOCIAL
34%
23%
42%
19%
50%
30%
34%
38%
34%
25%
47%
37%
5%
32%
31%
9%
37%
21%
10%
52%
33%
6%
42%
20%
5%
59%
31%
36%
29%
15%
9%
15%
47%
50%
6%
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 ]
SUPERVISION
[ 27 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
SUPERVISION
WHETHER 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)
Sometimes
Most of the time
AUSTRIA
BELGIUM
13%
15%
11%
11%
CZECH REPUBLIC
DENMARK
7%
FRANCE
7%
GERMANY
6%
GREAT BRITAIN
19%
12%
11%
18%
20%
21%
8%
30%
6%
14%
14%
17%
21%
9%
20%
32%
30%
28%
21%
10%
36%
13%
10%
7%
43%
17%
11%
SWITZERLAND
EURO AVERAGE
23%
24%
20%
25%
19%
30%
15%
12%
39%
32%
30%
6%
19%
17%
35%
14%
13%
28%
21%
21%
PORTUGAL
34%
28%
7%
POLAND
SWEDEN
13%
11%
5%
10%
35%
16%
10%
NETHERLANDS
SPAIN
4%
8%
15%
ITALY
34%
11%
14%
17%
51%
21%
33%
FINLAND
NORWAY
18%
Rarely
Always
6% 5%
27%
25%
20%
29%
13%
22%
40%
30%
Thinking about your youngest child, do you buy this child’s video games?
4%
15%
14%
5%
12%
[ 28 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
SUPERVISION
WHETHER 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)
Sometimes
Most of the time
AUSTRIA
9%
BELGIUM
11%
CZECH REPUBLIC
FINLAND
FRANCE
57%
15%
18%
15%
12%
8%
NORWAY
POLAND
SPAIN
SWEDEN
20%
5%
10%
14%
SWITZERLAND
EURO AVERAGE
16%
11%
55%
5%
20%
18%
36%
13%
22%
25%
16%
29%
8%
Thinking about your youngest child, do you buy this child’s video games?
7%
14%
17%
26%
7%
8%
18%
30%
17%
11%
16%
31%
41%
5%
10%
26%
25%
15%
11%
21%
31%
32%
10%
29%
16%
18%
PORTUGAL
14%
26%
29%
5%
27%
31%
23%
9%
13%
30%
16%
7%
28%
28%
33%
ITALY
NETHERLANDS
14%
26%
GERMANY
8%
24%
27%
32%
7%
6%
34%
31%
14%
12%
GREAT BRITAIN
23%
25%
17%
DENMARK
Rarely
Always
25%
24%
7%
15%
8%
[ 29 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
SUPERVISION
WHETHER CHILD PLAYS GAMES WITH A HIGHER AGE RATING
THAN THEIR AGE (1/2) (PARENTS OF CHILDREN WHO PLAY GAMES)
Youngest child aged 6-9
Child doesn’t play games
AUSTRIA
BELGIUM
Never
5%
34%
16%
DENMARK
7%
FINLAND
8%
29%
10%
35%
24%
21%
5%
21%
60%
7%
16%
11%
47%
9%
41%
POLAND
26%
SPAIN
19%
37%
26%
15%
38%
29%
45%
6%
13%
40%
46%
9%
8% 5%
9%
25%
38%
56%
EURO AVERAGE
45%
9%
17%
30%
16%
26%
SWITZERLAND
6%
25%
15%
45%
NORWAY
13%
13%
73%
NETHERLANDS
SWEDEN
38%
38%
37%
Often
15%
17%
26%
ITALY
PORTUGAL
Sometimes
10%
GERMANY
GREAT BRITAIN
Rarely
77%
7%
CZECH REPUBLIC
FRANCE
Don’t know
8%
7%
41%
23%
23%
8%
20%
Does your youngest child ever play video games at home which have a higher age rating than their age?
13%
6%
[ 30 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
SUPERVISION
WHETHER CHILD PLAYS GAMES WITH A HIGHER AGE RATING
THAN THEIR AGE (2/2) (PARENTS OF CHILDREN WHO PLAY GAMES)
Youngest child aged 10-15
Child doesn’t play games
Don’t know
AUSTRIA
9%
5%
FINLAND
6%
FRANCE
5%
17%
21%
17%
25%
NETHERLANDS
SPAIN
31%
SWITZERLAND
17%
13%
23%
29%
8%
18%
52%
16%
17%
8%
32%
33%
67%
33%
10%
40%
17%
17%
7%
41%
23%
10%
11%
37%
9%
36%
8%
22%
23%
19%
14%
16%
44%
PORTUGAL
21%
34%
22%
7%
19%
32%
NORWAY
6%
40%
47%
ITALY
8%
29%
34%
41%
19%
Often
48%
19%
23%
GREAT BRITAIN
EURO AVERAGE
13%
19%
GERMANY
SWEDEN
Sometimes
29%
40%
8%
DENMARK
POLAND
Rarely
58%
BELGIUM
CZECH REPUBLIC
Never
21%
15%
20%
13%
31%
Does your youngest child ever play video games at home which have a higher age rating than their age?
11%
6%
10%
Consumer Study | November 2012
[ 31 ]
EUROPEAN SUMMARY
SUPERVISION
USE 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
5 OR UNDER
CHILDREN
AGED 6-9
CHILDREN
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 ]
PEGI RATING SYSTEM
[ 33 ]
Consumer Study | November 2012
EUROPEAN SUMMARY
PEGI RATING SYSTEM
AWARENESS 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%
63%
59%
56%
56%
55%
54%
53%
51%
51%
50%
46%
45%
45%
FINLAND
NORWAY
SWITZERLAND
POLAND
DENMARK
PORTUGAL
SPAIN
NETHERLANDS
BELGIUM
GREAT BRITAIN
ITALY
SWEDEN
AUSTRIA
GERMANY
61%
56%
FINLAND
PORTUGAL
BELGIUM
SPAIN
AUSTRIA
FRANCE
NORWAY
SWITZERLAND
POLAND
ITALY
SWEDEN
DENMARK
GREAT BRITAIN
GERMANY
34%
28%
CZECH REPUBLIC
NETHERLANDS
CZECH REPUBLIC
44%
39%
35%
35%
33%
33%
33%
30%
28%
25%
23%
22%
18%
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?
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
56%
CZECH REPUBLIC
57%
54%
HOW THE AGE RATING SYSTEM FOR VIDEOGAMES SHOULD
COMPARE TO MOVIES (ALL ONLINE RESPONDENTS - EURO AVERAGE)
% AGREE WITH STATEMENT THE MOST
24%
The age rating system for videogames should be stricter overall
than that used for movies
48%
The age rating system for videogames and movies should be
equally strict
4%
23%
The age rating system for movies should be stricter overall than
that used for videogames
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 ]
APPENDIX:
MARKET SUMMARY INFOGRAPHICS
[ 36 ]
Consumer Study | November 2012
Austria
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
42%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Austria
have played a game in the past 12 months
Not very interested
Don’t know
8%
16%
56%
44%
45%
30%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
42%
ANY Video Gaming
36%
24%
21%
ANY Packaged
ANY Apps
18%
11%
8%
20%
Not very/at all interested
Fairly/very interested
52%
ALL ONLINE GAMERS
35%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
34%
8%
34%
21%
24%
TOP 3 WORDS ASSOCIATED WITH GAMING
13%
ANY Online
75%
75%
44%
59%
29%
32%
GAMING AND THE FAMILY
1
Fun
36%
55%
2
Entertaining
31%
51%
3
Good at providing escapism
30%
39%
PEGI RATING SYSTEM
42%
of parents have children who play games
35%
34%
Parents
7%
66%
Non parents
55%
Play games with
their children
No difference
Have fun
Their children
don't play games
Informed
Aggressive
Social
Don't know
15%
51%
30%
22%
21%
18%
45%
42%
11%
32%
31%
45%
36%
9%
20%
34%
22%
aware of PEGI content
symbols
60%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
2%
23%
59%
Creative
Spend time alone
Less
66%
Develop skills
aware of PEGI age rating
symbols
60%
94%
Competitive
35%
Don't play games
with their children
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
45%
7%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
51%
should be equally strict
The age rating system for movies should be stricter
4%
overall than that used for videogames
25%
20% Don’t know
[ 37 ]
Consumer Study | November 2012
Belgium
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
53%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Belgium
have played a game in the past 12 months
Not very interested
Don’t know
11%
54%
46%
19%
44%
25%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
53%
ANY Video Gaming
45%
40%
26%
ANY Packaged
15%
15%
ANY Apps
30%
Not very/at all interested
Fairly/very interested
47%
24%
28%
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
25%
13%
20%
7%
41%
ANY Online
69%
77%
65%
34%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
58%
54%
31%
GAMING AND THE FAMILY
1
Entertaining
35%
56%
2
Fun
33%
58%
3
Competitive
31%
42%
PEGI RATING SYSTEM
62%
of parents have children who play games
36%
Parents
64%
Non parents
37%
Play games with
their children
24%
Don't play games
with their children
36%
Their children
don't play games
No difference
Have fun
Less
66%
Don't know
18%
Competitive
53%
29%
Spend time alone
51%
31%
Develop skills
51%
Creative
Aggressive
28%
39%
29%
32%
Informed
19%
Social
17%
11%
11%
22%
8%
49%
21%
47%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
59%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
9%
8%
50%
29%
39%
61%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
51%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
47%
should be equally strict
The age rating system for movies should be stricter
5%
overall than that used for videogames
21%
27% Don’t know
Consumer Study | November 2012
[ 38 ]
SUMMARY
Czech Republic
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
56%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Czech
Republic have played a game in the past 12 months
Not very interested
Don’t know
13%
56%
38%
44%
21%
26%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
56%
ANY Video Gaming
26%
ANY Packaged
ANY Apps
34%
Not very/at all interested
Fairly/very interested
47%
27%
20%
13%
20%
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
41%
16%
19%
9%
48%
ANY Online
64%
79%
52%
54%
45%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
69%
43%
48%
37%
GAMING AND THE FAMILY
1
Entertaining
39%
52%
2
Good at providing escapism
34%
44%
3
Competitive
30%
38%
PEGI RATING SYSTEM
49%
of parents have children who play games
42%
Parents
58%
Non parents
31%
Play games with
their children
17%
Don't play games
with their children
43%
Their children
don't play games
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
No difference
Have fun
Less
Don't know
78%
Competitive
11%
27%
49%
11%
36%
Develop skills
47%
9%
40%
Informed
Social
Aggressive
33%
22%
22%
18%
23%
36%
31%
34%
16%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
56%
agree PEGI ratings should apply to app games
54%
agree PEGI ratings should apply to games on social
network sites
2%
58%
Creative
Spend time alone
28%
35%
36%
37%
37%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
43%
should be equally strict
The age rating system for movies should be stricter
4%
overall than that used for videogames
24%
28% Don’t know
[ 39 ]
Consumer Study | November 2012
SUMMARY
Denmark
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
45%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in
Denmark have played a game in the past 12 months
Not very interested
Don’t know
9%
58%
42%
19%
43%
28%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
45%
ANY Video Gaming
32%
16%
ANY Packaged
71%
29%
Not very/at all interested
Fairly/very interested
34%
14%
16%
7%
TOP 3 WORDS ASSOCIATED WITH GAMING
22%
ANY Apps
71%
45%
43%
17%
ALL ONLINE GAMERS
45%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
27%
12%
35%
ANY Online
47%
35%
38%
26%
GAMING AND THE FAMILY
1
Immersive
50%
46%
2
Entertaining
38%
38%
3
Informative/educational
29%
28%
PEGI RATING SYSTEM
70%
of parents have children who play games
Play games with
their children
56%
26%
Parents
74%
Non parents
Their children
don't play games
28%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
No difference
Have fun
Less
Don't know
78%
Develop skills
16%
55%
Creative
12%
28%
51%
25%
8%
12%
Informed
39%
34%
17%
Spend time alone
38%
31%
20%
Social
Aggressive
27%
12%
30%
53%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
62%
agree PEGI ratings should apply to app games
60%
agree PEGI ratings should apply to games on social
network sites
14%
63%
Competitive
23%
Don't play games
with their children
14%
More
55%
34%
25%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
50%
should be equally strict
The age rating system for movies should be stricter
4%
overall than that used for videogames
15%
31% Don’t know
[ 40 ]
Consumer Study | November 2012
Finland
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
60%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Finland
have played a game in the past 12 months
Not very interested
Don’t know
10%
51%
20%
39%
49%
30%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
60%
ANY Video Gaming
72%
44%
27%
ANY Packaged
24%
13%
Not very/at all interested
37%
12%
23%
30%
Fairly/very interested
48%
27%
ANY Apps
69%
78%
62%
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
43%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
33%
48%
ANY Online
46%
56%
59%
39%
GAMING AND THE FAMILY
1
Entertaining
42%
58%
2
Good at providing escapism
36%
46%
3
Immersive
36%
51%
PEGI RATING SYSTEM
67%
of parents have children who play games
25%
Parents
75%
Non parents
52%
Play games with
their children
14%
Don't play games
with their children
31%
Their children
don't play games
No difference
Have fun
Less
Don't know
70%
Develop skills
13%
18%
58%
25%
Competitive
58%
27%
Creative
Informed
Social
42%
20%
37%
34%
31%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
75%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
15% 11%
62%
Spend time alone
Aggressive
56%
75%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
63%
29%
10%
31%
35%
23%
11%
23%
31%
42%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
50%
should be the same
The age rating system for movies should be stricter
4%
overall than that used for videogames
26%
20% Don’t know
Consumer Study | November 2012
[ 41 ]
France
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
57%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in France
have played a game in the past 12 months
Not very interested
Don’t know
13%
53%
38%
47%
20%
27%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
57%
ANY Video Gaming
47%
42%
28%
ANY Packaged
24%
ANY Apps
Not very/at all interested
ALL ONLINE GAMERS
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
35%
15%
44%
ANY Online
Fairly/very interested
TOP 3 WORDS ASSOCIATED WITH GAMING
35%
16%
33%
44%
25%
32%
15%
65%
78%
66%
35%
56%
55%
34%
GAMING AND THE FAMILY
1
Entertaining
41%
58%
2
Immersive
19%
28%
3
Good at providing escapism
17%
25%
PEGI RATING SYSTEM
65%
of parents have children who play games
43%
Parents
57%
Non parents
44%
Play games with
their children
21%
Don't play games
with their children
34%
Their children
don't play games
No difference
Have fun
Don't know
71%
Spend time alone
31%
51%
Develop skills
45%
24%
Social
22%
7%
34%
10%
35%
35%
Informed
8%
32%
46%
Creative
41%
53%
37%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
72%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
20% 4%
54%
Competitive
Aggressive
Less
33%
74%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
72%
13%
13%
13%
32%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
49%
should be the same
The age rating system for movies should be stricter
6%
overall than that used for videogames
26%
20% Don’t know
[ 42 ]
Consumer Study | November 2012
Germany
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
42%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in
Germany have played a game in the past 12 months
Not very interested
Don’t know
14%
56%
44%
42%
18%
24%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
42%
ANY Video Gaming
58%
38%
48%
32%
23%
ANY Packaged
ANY Apps
32%
Not very/at all interested
Fairly/very interested
34%
23%
21%
17%
14%
23%
12%
19%
6%
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
32%
ANY Online
67%
28%
26%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
42%
36%
GAMING AND THE FAMILY
1
Fun
33%
53%
2
Entertaining
29%
49%
3
Good at providing escapism
29%
33%
PEGI RATING SYSTEM
50%
of parents have children who play games
35%
Parents
65%
Non parents
30%
Play games with
their children
20%
Don't play games
with their children
47%
Their children
don't play games
No difference
Have fun
67%
Creative
Social
Aggressive
18%
55%
27%
25%
23%
12%
18%
49%
23%
25%
25%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
62%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
4%
3%
12%
61%
Develop skills
Informed
Don't know
91%
Competitive
Spend time alone
Less
18%
61%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
34%
18%
17%
21%
19%
48%
47%
58%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
48%
should be the same
The age rating system for movies should be stricter
5%
overall than that used for videogames
28%
19% Don’t know
[ 43 ]
Consumer Study | November 2012
Great Britain
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
40%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Great
Britain have played a game in the past 12 months
Not very interested
Don’t know
11%
54%
46%
19%
44%
25%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
40%
ANY Video Gaming
35%
35%
28%
ANY Packaged
ANY Online
30%
Not very/at all interested
Fairly/very interested
46%
24%
26%
20%
18%
29%
14%
23%
12%
29%
ANY Apps
69%
56%
40%
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
39%
24%
27%
27%
GAMING AND THE FAMILY
1
Entertaining
35%
56%
2
Fun
33%
58%
3
Competitive
31%
42%
PEGI RATING SYSTEM
61%
of parents have children who play games
25%
Parents
75%
Non parents
43%
Play games with
their children
17%
Don't play games
with their children
38%
Their children
don't play games
No difference
Have fun
Less
70%
Competitive
Develop skills
26%
46%
32%
5%
14%
16%
Creative
39%
29%
27%
Social
38%
32%
27%
Informed
29%
Aggressive
29%
44%
47%
20%
16%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
71%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
6%
31%
55%
Spend time alone
Don't know
22%
62%
22%
71%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
50%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
55%
should be equally strict
The age rating system for movies should be stricter
3%
overall than that used for videogames
21%
21% Don’t know
[ 44 ]
Consumer Study | November 2012
Italy
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
41%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Italy
have played a game in the past 12 months
Not very interested
Don’t know
8%
15%
52%
48%
51%
26%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
41%
ANY Video Gaming
56%
28%
18%
ANY Packaged
16%
9%
Not very/at all interested
24%
Fairly/very interested
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
43%
16%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
31%
11%
34%
ANY Online
23%
40%
20%
ANY Apps
76%
71%
35%
60%
29%
51%
23%
GAMING AND THE FAMILY
1
Fun
31%
50%
2
Entertaining
22%
33%
3
Good at providing escapism
21%
33%
PEGI RATING SYSTEM
61%
of parents have children who play games
30%
Parents
70%
Non parents
39%
Play games with
their children
22%
Don't play games
with their children
39%
Their children
don't play games
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
No difference
Less
Don't know
Have fun
63%
17%
Competitive
62%
18%
Develop skills
60%
19%
Spend time alone
58%
23%
Aggressive
Creative
48%
35%
33%
Social
21%
Informed
20%
21%
38%
37%
52%
35%
28%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
74%
agree PEGI ratings should apply to app games
74%
agree PEGI ratings should apply to games on social
network sites
17%
14%
17%
15%
10%
25%
46%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
44%
should be the same
The age rating system for movies should be stricter
5%
overall than that used for videogames
35%
17% Don’t know
[ 45 ]
Consumer Study | November 2012
Netherlands
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
54%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in
Netherlands have played a game in the past 12 months
Not very interested
Don’t know
15%
29%
54%
46%
28%
28%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
54%
ANY Video Gaming
44%
45%
27%
ANY Packaged
18%
Fairly/very interested
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
44%
39%
ANY Online
Not very/at all interested
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
31%
19%
43%
48%
23%
25%
19%
25%
ANY Apps
57%
82%
62%
55%
30%
44%
37%
GAMING AND THE FAMILY
1
Entertaining
38%
51%
2
Fun
30%
43%
3
Good at providing escapism
27%
37%
PEGI RATING SYSTEM
63%
of parents have children who play games
33%
Parents
67%
Non parents
45%
Play games with
their children
18%
Don't play games
with their children
35%
Their children
don't play games
No difference
Have fun
67%
Develop skills
Creative
Social
Aggressive
25%
48%
Spend time alone
39%
36%
24%
20%
36%
46%
38%
52%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
68%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
6%
14%
34%
43%
27%
Don't know
24%
56%
Competitive
Informed
Less
61%
68%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
51%
14%
14%
23%
22%
34%
22%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
58%
should be the same
The age rating system for movies should be stricter
3%
overall than that used for videogames
15%
24% Don’t know
[ 46 ]
Consumer Study | November 2012
SUMMARY
Norway
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
53%
Very interested
Fairly interested
Not very interested
Not at all interested
of the online population aged 16 to 64 years old in Norway
have played a game in the past 12 months
Don’t know
9%
15%
54%
46%
48%
27%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
53%
ANY Video Gaming
68%
37%
27%
ANY Packaged
20%
Fairly/very interested
55%
TOP 3 WORDS ASSOCIATED WITH GAMING
34%
ALL ONLINE GAMERS
56%
24%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
58%
16%
39%
ANY Online
24%
Not very/at all interested
35%
10%
ANY Apps
75%
79%
45%
31%
64%
49%
25%
GAMING AND THE FAMILY
1
Entertaining
38%
61%
2
Good at providing escapism
30%
49%
3
Competitive
29%
42%
PEGI RATING SYSTEM
70%
of parents have children who play games
Play games with
their children
55%
29%
Parents
71%
Non parents
Their children
don't play games
27%
No difference
Have fun
42%
Spend time alone
Aggressive
Social
38%
56%
21%
15%
Don't know
12%
35%
12%
41%
8%
49%
21%
61%
50%
aware of PEGI content
symbols
71%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
15% 10%
16%
46%
Competitive
Informed
Less
69%
57%
Creative
aware of PEGI age rating
symbols
71%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
Develop skills
33%
Don't play games
with their children
15%
More
59%
6%
14%
9%
29%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
49%
should be the same
The age rating system for movies should be stricter
5%
overall than that used for videogames
28%
19% Don’t know
[ 47 ]
Consumer Study | November 2012
Poland
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
49%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Poland
have played a game in the past 12 months
Not very interested
Don’t know
12%
56%
44%
17%
37%
30%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
49%
ANY Video Gaming
37%
31%
22%
ANY Packaged
ANY Apps
17%
16%
13%
16%
9%
6%
67%
73%
55%
Not very/at all interested
Fairly/very interested
41%
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
28%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
21%
43%
ANY Online
30%
32%
60%
50%
29%
GAMING AND THE FAMILY
1
Immersive
41%
53%
2
Fun
38%
53%
3
Entertaining
36%
52%
PEGI RATING SYSTEM
41%
of parents have children who play games
25%
35%
Parents
Play games with
their children
16%
65%
Non parents
Their children
don't play games
No difference
Have fun
73%
Creative
Aggressive
7%
12%
56%
8%
55%
Informed
21%
46%
34%
20%
Don't know
11%
61%
Spend time alone
Social
Less
65%
Competitive
16%
29%
48%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
70%
agree PEGI ratings should apply to app games
70%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
Develop skills
30%
Don't play games
with their children
52%
More
56%
agree PEGI ratings should apply to games on social
network sites
19%
24%
25%
34%
22%
36%
34%
27%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
46%
should be the same
The age rating system for movies should be stricter
4%
overall than that used for videogames
23%
27% Don’t know
[ 48 ]
Consumer Study | November 2012
SUMMARY
Portugal
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
40%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in
Portugal have played a game in the past 12 months
Not very interested
Don’t know
15%
29%
57%
43%
27%
27%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
40%
ANY Video Gaming
40%
28%
17%
ANY Packaged
8%
ANY Apps
Fairly/very interested
ALL ONLINE GAMERS
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
27%
10%
Not very/at all interested
TOP 3 WORDS ASSOCIATED WITH GAMING
25%
14%
42%
29%
17%
15%
17%
56%
55%
47%
34%
ANY Online
33%
25%
44%
39%
GAMING AND THE FAMILY
1
Entertaining
43%
61%
2
Good at providing escapism
43%
58%
3
Fun
37%
53%
PEGI RATING SYSTEM
58%
of parents have children who play games
31%
Parents
69%
Non parents
36%
Play games with
their children
22%
Don't play games
with their children
40%
Their children
don't play games
No difference
Have fun
Don't know
83%
Develop skills
55%
Competitive
54%
Spend time alone
19%
20%
Aggressive
30%
Informed
28%
10%
17%
24%
52%
35%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
68%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
8%
65%
Creative
Social
Less
44%
70%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
54%
26%
24%
40%
47%
9%
17%
15%
36%
21%
19%
10%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
43%
should be equally strict
The age rating system for movies should be stricter
4%
overall than that used for videogames
30%
23% Don’t know
[ 49 ]
Consumer Study | November 2012
Spain
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
40%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Spain
have played a game in the past 12 months
Not very interested
Don’t know
11%
56%
15%
44%
42%
31%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
40%
ANY Video Gaming
26%
28%
21%
ANY Packaged
14%
13%
26%
Not very/at all interested
20%
Fairly/very interested
TOP 3 WORDS ASSOCIATED WITH GAMING
ALL ONLINE GAMERS
30%
11%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
27%
11%
31%
ANY Online
73%
36%
20%
ANY Apps
61%
46%
18%
49%
36%
21%
GAMING AND THE FAMILY
1
Entertaining
40%
59%
2
Immersive
38%
50%
3
Fun
34%
55%
PEGI RATING SYSTEM
50%
of parents have children who play games
30%
Parents
70%
Non parents
29%
Play games with
their children
22%
Don't play games
with their children
43%
Their children
don't play games
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
No difference
Have fun
Don't know
82%
Develop skills
58%
Spend time alone
57%
Creative
13%
Informed
29%
Social
27%
18%
16%
23%
22%
30%
34%
19%
15%
20%
50%
34%
35%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
69%
agree PEGI ratings should apply to app games
70%
agree PEGI ratings should apply to games on social
network sites
6% 8%
67%
Competitive
Aggressive
Less
53%
25%
24%
31%
50%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
50%
should be the same
The age rating system for movies should be stricter
4%
overall than that used for videogames
28%
18% Don’t know
[ 50 ]
Consumer Study | November 2012
Sweden
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
62%
Very interested
Fairly interested
Not at all interested
of the online population aged 16 to 64 years old in Sweden
have played a game in the past 12 months
Not very interested
Don’t know
16%
30%
53%
47%
22%
31%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
62%
ANY Video Gaming
52%
50%
31%
ANY Packaged
Fairly/very interested
ALL ONLINE GAMERS
47%
26%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
46%
26%
45%
ANY Online
Not very/at all interested
TOP 3 WORDS ASSOCIATED WITH GAMING
33%
ANY Apps
39%
59%
28%
35%
15%
61%
90%
72%
37%
37%
68%
48%
GAMING AND THE FAMILY
1
Entertaining
38%
54%
2
Fun
33%
48%
3
Competitive
32%
41%
PEGI RATING SYSTEM
64%
of parents have children who play games
34%
Parents
66%
Non parents
47%
Play games with
their children
16%
Don't play games
with their children
35%
Their children
don't play games
No difference
Have fun
70%
Develop skills
68%
Less
Don't know
20%
21%
53%
34%
10%
Competitive
52%
35%
7%
Creative
49%
31%
42%
Social
19%
Aggressive
18%
13%
41%
33%
10%
42%
58%
11%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
56%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
7%
5%
Spend time alone
Informed
25%
57%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
45%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
45%
should be equally strict
The age rating system for movies should be stricter
2%
overall than that used for videogames
17%
36% Don’t know
[ 51 ]
Consumer Study | November 2012
Switzerland
SUMMARY
OVERVIEW OF GAMING
PERCEPTIONS OF GAMING
41%
Very interested
Fairly interested
Not very interested
Not at all interested
of the online population aged 16 to 64 years old in
Switzerland have played a game in the past 12 months
Don’t know
10%
56%
16%
44%
47%
26%
TYPES OF GAMES PLAYED: BY AGE AND GENDER
41%
ANY Video Gaming
33%
15%
ANY Packaged
26%
Not very/at all interested
Fairly/very interested
38%
10%
11%
13%
TOP 3 WORDS ASSOCIATED WITH GAMING
19%
ANY Apps
73%
58%
41%
41%
12%
18%
ALL ONLINE GAMERS
30%
TOTAL
Males 16-34
Males 35-64
Females 16-34
Females 35-64
25%
33%
ANY Online
28%
45%
35%
32%
GAMING AND THE FAMILY
1
Good at providing escapism
31%
46%
2
Entertaining
30%
52%
3
Fun
21%
42%
PEGI RATING SYSTEM
43%
of parents have children who play games
32%
Parents
68%
Non parents
28%
Play games with
their children
16%
Don't play games
with their children
43%
Their children
don't play games
No difference
Competitive
72%
Have fun
16%
48%
Aggressive
43%
Creative
43%
Social
7%
59%
Develop skills
31%
19%
27%
21%
13%
26%
40%
13%
31%
59%
aware of PEGI age rating
symbols
aware of PEGI content
symbols
62%
agree PEGI ratings should apply to app games
agree PEGI ratings should apply to games on social
network sites
6%
24%
36%
35%
20%
Don't know
18%
67%
Spend time alone
Informed
Less
33%
59%
EFFECT OF GAMES ON CHILDREN:
PARENTS OF CHILDREN WHO PLAY GAMES
More
56%
% AGREE WITH STATEMENT THE MOST
The age rating system for videogames should be stricter
overall than that used for movies
The age rating system for videogames and movies
45%
should be the same
The age rating system for movies should be stricter
6%
overall than that used for videogames
28%
21% Don’t know
ALSO AVAILABLE FROM ISFE AND IPSOS MEDIACT:
GameTrack is a multi-country tracking survey that provides companies and organisations with a
complete 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 currently
niche devices such as smart TVs.
Similarly, it includes all types of games – from packaged (new, pre-owned and rental) to apps (paid and
free) to online games (including downloads, subscriptions, browser games and games on social network
sites).
GameTrack reports each quarter and is based on a nationally representative sample of over 6,000
individuals aged 6+ in each country for each wave, providing a reliable and robust true measure on how
the games market is shifting and the underlying dynamics of the industry.
COUNTRIES COVERED
USA
UK
FRANCE
GERMANY
ONLINE
APPS
TIME SPENT
PACKAGED
ACQUISITION
VALUE
SPAIN
LATEST GAMETRACK DATA
% PLAYING GAMES IN PAST 12 MONTHS – Q3 2012
Base: all 6+ population
ANY video gaming
20m people
29m people
22%
ANY Packaged
ANY Apps
35%
14%
26m people
29%
10%
19%
ANY Online
50%
8%
Social
8%
Multiplayer
8%
6%
Browse
8%
7%
9%
13%
14m people
20%
8%
25%
Downloads
40%
20%
8%
18%
7%
9%
4%
8%
40%
18%
7%
9%
4%
8%
GameTrack provides a complete view of the videogames market - from overall incidence
of gaming to time, volume and value breakdown of specific devices and types of games.
FOR MORE INFORMATION
DIRK BOSMANS
Communication Manager
Interactive Software Federation of Europe
t: +32 (0) 2 612 1772
e: [email protected]
w: http://www.isfe.eu
PAUL MASKELL
Research Director
Ipsos MediaCT
t: +44 (0) 20 8515 3467
e: [email protected]
w: http://www.isfe.eu