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
•
•
•
•
•
Teen game market
Adult game market
Genres
Parents
Gaming as a social experience, in-game and
outside of the game
• How games may teach teens to be good citizens
• Takeaways
Cheats for Marketers
March 27, 2009
Methods
• RDD national telephone survey
• 1,102 youth ages 12-17 and a parent in their
home
• Margin of error +/- 3 percentage points
• Survey conducted November 1, 2007 – February
5, 2008
• Research partnership with Mills College and the
MacArthur Foundation
Cheats for Marketers
March 27, 2009
Your Teen Market is Huge.
• 97% of teens say they have played video
games
• 50% played a game “yesterday.”
• 86% play on consoles.
• 73% play on computers.
• 60% play on portable devices.
• 48% play on a cell phone.
Creative Commons License, Flickr user fille_de_photo
Cheats for Marketers
March 27, 2009
The Youth Market
• 99% of boys, 94% of girls
• Boys play more often and for longer duration
– 39% of boys play daily; 22% of girls do
– 34% of boys play 2+ hours a day; 18% of girls
do
• Younger teens play more frequently than older
– 54% of 12-14 year-olds play on any given day
– 46% of 15-17 year-olds
• Teen broadband users play more frequently
– 28% of bbd users played “yesterday”
– 20% of dial up users did so
Cheats for Marketers
March 27, 2009
And what about adults?
•
•
•
•
•
53% of adults play video games
81% of 18-29 year olds play video games
60% of 30 to 49 year olds play
40% of 50 to 64 year olds play games
23% of those 65 and older play video games
• Overall, computers are the most popular form of
gaming hardware among adults
• However, like teens, 18 to 29 year olds are more
likely to game on consoles.
Cheats for Marketers
March 27, 2009
Hardware: Adults vs. Teens
Adults Play Games On Many Devices
Do you ever use any of the following to play games whether or not you
personally have one? Do you use…to play games?
% of all
adults
Desktop or laptop computer
% of adult
gamers
% of teen
gamers
38%
73%
76%
Game console (Xbox, PlayStation, Wii, etc)
28
53
89
Cell phone, Blackberry, or other handheld organizer
18
35
50
Portable gaming device like PSP, DS, or Gameboy
13
25
62
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%.
Cheats for Marketers
March 27, 2009
Your Best Customer? The Daily Gamer
•
•
•
•
•
•
•
•
31% of teens play daily
More boys than girls (65% boys; 35% girls)
More younger teens (57% 12-14; 43% 15-17)
More likely to use portable gaming devices…
…But just as likely as everyone else to use computer, console or
cell phone
Daily gamers more likely to play with others online (20% vs. 12%)
Daily gamers are more likely to play games as a part of a guild or
group (50% vs. 38%)
Just as likely to spend time f2f and communicating with friends
Cheats for Marketers
March 27, 2009
How Often Do Adults Play Games?
Frequency of Game Play
•
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…?
Everyday or
almost
everyday
A few
times a
week
A few times
a month
Less
Often
21%
28%
27%
20%
Gamers ages 18-29
20
30
30
16
Gamers ages 30-49
20
26
25
24
Gamers ages 50-64
19
30
25
21
Gamers age 65+
36
28
17
14
Total gamers
Source: Pew Internet & American Life Project Survey, October-December 2007. N=1,063 total game players, margin of error is ±3%.
Cheats for Marketers
March 27, 2009
Teens play a wide variety of games
• 80% of teens play five or more different game genres, and
40% play eight or more types of games.
• Girls play an average of 6 different game genres; boys
average 8 different types.
Used under creative commons via flickr. Photo taken by cdammen.
Cheats for Marketers
March 27, 2009
Game Genres
We asked about 14 different game genres
• 74% play racing games (NASCAR, Mario Kart)
• 72% play puzzle games (Tetris, Solitaire, Bejeweled)
• 68% play sports games (Madden, FiFA, Tony Hawk)
• 67% play action games (GTA, Devil May Cry, Ratchet &
Clank)
• 66% play adventure games (Legend of Zelda, Tomb
Raider)
• 61% play rhythm games (Guitar Hero, DDR)
• 59% play strategy games (Civilization, StarCraft)
• 49% play simulations (The Sims, Rollercoaster Tycoon)
• More….
Cheats for Marketers
March 27, 2009
Game Genres (2)
• 49% play fighting games (Super Smash Bros, Tekken,
Mortal Kombat)
• 47% play first person shooters (Halo, Counter-Strike, HalfLife)
• 36% play role playing games (Final Fantasy, Knights of the
Old Republic)
• 32% play survival horror games (Resident Evil, Silent Hill)
• 21% play MMOGs
• 10% use virtual worlds
Cheats for Marketers
March 27, 2009
MMOGs and Virtual Worlds
Image courtesy of rosefirerising via flickr under creative
commons
Cheats for Marketers
•
20% of teens use MMOGs
– 30% of boys have played
them; 11% of girls
•
10% of teens use virtual worlds
– Boys just as likely as girls
– Younger teens more likely
than older teens: 13% of 1214 year olds; 8% of 15-17
year olds.
Daily gamers more likely to play
MMOGs and in Virtual worlds
•
March 27, 2009
Games, Genre & Gender
•
Boys play a greater number of genres of games
– Boys average 8 genres, girls 6 genres
– Girls top 5 genres: Puzzle, Racing, Rhythm, Adventure,
Sports/Strategy
– Boys top 5 genres: Action, Sports, Racing, Adventure, FPS
– Genres with equal levels of popularity between boys and girls:
Racing games, Rhythm games, Simulations and Virtual worlds.
•
Daily gamers play a similar range of genres as boys.
Cheats for Marketers
March 27, 2009
Cheats, Hacks and Mods
• 37% of teen gamers use cheats or game hacks
“sometimes” or “often” when playing
– 50% of gaming boys use cheats
– 23% of gaming girls use cheats
– Console gamers, daily gamers more likely to
use cheats or hacks.
• 28% of teen gamers say they have used mods to
change a game they are playing
Cheats for Marketers
March 27, 2009
Parents: Gatekeepers
•
What are parents & policy people worried about?
– Is it harmful?
– Is it helpful?
– Am I doing the right thing for my kid/kids in general?
•
On one hand, they care enough about these issues to tell us that
they monitor and are involved in their child’s game play
But on the other hand, they don’t think gaming has much of an
effect on their children.
•
Cheats for Marketers
March 27, 2009
Parental monitoring of game play varies.
Creative Commons License, Flickr user Reggie fun.
Cheats for Marketers
• 55% of parents say they
“always” check a game’s
rating before letting their
kids play it.
• Parents are more likely to
monitor game play for boys
and younger children.
• Parental monitoring does
not reduce M/AO rated
game play or witnessing of
anti-social behavior in
games.
March 27, 2009
Parental monitoring of game playing varies (2)
• 90% of parents say they always or sometimes
know what games their children play.
• 72% say they always or sometimes check the
ratings before their children are allowed to play a
game.
• 46% of parents say they always or sometimes
stop their kids from playing a game.
• 31% of parents say they always or sometimes
play games with their children.
Cheats for Marketers
March 27, 2009
The industry rating system doesn’t always
work
• 32% of gaming teens report that at least one of
their three favorite games is rated Mature or
Adults Only.
• 79% of M- and AO-rated game players are boys,
and 21% are girls.
• 12- to 14-year-olds are equally as likely to play
M- or AO-rated games as their 15- to 17-year-old
counterparts.
Cheats for Marketers
March 27, 2009
Parental views on the impact of games
• 62% of parents of gamers say video games have
no effect on their child one way or the other.
• 19% of parents of gamers say video games have
a positive influence on their child.
• 13% of parents of gamers say video games have
a negative influence on their child.
• 5% of parents of gamers say gaming has some
negative influence/some positive influence, but it
depends on the game.
Cheats for Marketers
March 27, 2009
Majority of most popular games are not violent
10 Most Frequently
Played Games
Guitar Hero
Halo 3
Madden NFL
Solitaire
Dance Dance Revolution
Madden NFL ‘08
Tetris
Grand Theft Auto
Halo
The Sims
Cheats for Marketers
March 27, 2009
Teens encounter both pro-social and
anti-social behavior while gaming
• 78% of teens who play games report they
frequently or sometimes see other players being
kind and helpful to those who are gaming
• 63% report seeing or hearing “people being
mean and overly aggressive while playing”
• 49% report seeing or hearing “people being
hateful, racist, or sexist” while playing
------------
• Three quarters of teens who see uncivil behavior
regularly see others respond.
Cheats for Marketers
March 27, 2009
Teen gaming is social.
• 76% play games with others at least some of the time.
• 65% play with other people in
the room with them.
• 27% play with others through
the Internet.
• 82% play games alone.
Creative Commons License, Flickr user tracer.ca
Cheats for Marketers
March 27, 2009
Games are social (2)
• 59% of games play in multiple ways
– 42% most often play with friends in person
– 15% most often play with friends online
– 42% most often play alone
• Dial up users less likely to play with friends
online (6% vs. 19% of bbd users)
Cheats for Marketers
March 27, 2009
Games are social (3)
•
•
•
•
•
•
47% of online gamers play mostly with people they know from
their community & offline friends
27% of online gamers only play with people they met online
23% of online gamers play with a mix of people they met online
and people they met offline
Online gamers are more likely to play in groups – 43% game in a
group or guild
Girls are more likely to play exclusively with people they know
from their offline lives.
MMOG players much more likely to play with others they met
online, and play in groups.
Cheats for Marketers
March 27, 2009
Play Around the Game
• 36% of teen gamers read game-related sites,
reviews and discussion boards
• 12% of teens gamers contribute to game related
sites with reviews, walk-throughs, comments.
• Boys and younger teens more likely to visit
game-related sites
• Online gamers and MMOG players more likely to
visit game-related sites.
Cheats for Marketers
March 27, 2009
How Games Might Make Kids Better
Citizens
(or, another potential selling point for skeptical
parents and policy makers)
Cheats for Marketers
March 27, 2009
Civics – What is it & Why is it Important?
The qualifications of self-governance are not
innate. They are the result of habit and long
training.
-- Thomas Jefferson
Cheats for Marketers
March 27, 2009
Civics – Why is this important?
Many students lack basic civic knowledge…
• 50% could not identify the correct function of the Supreme
Court
• 33% could not identify either of California’s U.S. Senators
from among a list of options (Kahne et al)
And among adults…
• 38% of adults could name the three branches of government
• 59% could name the three Stooges
Cheats for Marketers
March 27, 2009
What works?
•
•
•
•
•
•
•
Instruction in Government, History, Econ…
Discussions of Current Events
Service Learning
Extracurricular Activities
Student Voice in Schools and Classrooms
Simulations
36% reported never participating in a role-play or
simulation while in high school
Cheats for Marketers
March 27, 2009
Civic Gaming Experiences
Playing games where you:
• Help or guide other players
• Think about moral ethical issues
• Learn about a problem in society
• Learn about social issues
• Help make decisions about how a community, city or nation
should be run
• Organize or manage game groups or guilds
Cheats for Marketers
March 27, 2009
Democracy
Cheats for Marketers
March 27, 2009
Civilization IV
Image courtesy of graye via flickr under creative commons
Cheats for Marketers
March 27, 2009
Civic gaming experiences do relate to civic
engagement
• The overall frequency of
game play is not related to
civic and social isolation.
• But having frequent civic
gaming experiences is
related to greater levels of
civic engagement.
Photo by Thomas Hawk, via flickr, used under creative commons
Cheats for Marketers
March 27, 2009
More civic gaming experiences = more civic engagement.
Gaming and Civic/Political Life
% if teens with
few civic gaming
experiences
% of teens with
average civic
gaming experiences
% of teens with
frequent civic
gaming experiences
Go online to get information about
politics/current events.
55
64*
70*
Give or raise money for charity.
51
61*
70*
Stay informed about political
issues/current events.
49
59*
60*
Persuade others how to vote in an
election.
17
23
34*
Participate in a protest
march/demonstration.
6
7
15*
Volunteer
53
54
55
* Indicates statistically significant difference when compared with the percent of teens with the fewest civic gaming experiences.
Cheats for Marketers
March 27, 2009
Social game play correlates with civic engagement.
Teens who play games with others in the room exhibit more
civic participation. They are more likely to:
• Go online to get information
about politics
• Raise money for charity
• Be committed to civic
participation
• Try to persuade others how
to vote in an election
Creative Commons License, Flickr user sean dreillinger
Cheats for Marketers
March 27, 2009
Social interaction related to games increases engagement.
Game players who post to gaming websites or
discussion boards are more likely to report they:
• Are committed to civic participation
• Go online to get information about politics
or current events
• Have raised money for charity
• Stay informed about current events
• Are interested in politics
• Have tried to persuade others how to
vote in an election
• Have attended a march or protest.
Cheats for Marketers
March 27, 2009
Civic Gaming Experiences More Equitably Distributed
• Unlike civic experiences in classrooms, which are
more likely to be experienced by white, affluent
teens…
• …civic gaming experiences are equally distributed
among different groups – race/ethnicity, SES,
location
– Except gender – girls are less likely to have civic
gaming experiences than boys, even controlling
for their lower frequency of game play.
• 34% of teens have played a video/computer/console
game for school or a classroom assignment
Cheats for Marketers
March 27, 2009
Ideas for Marketers
• Your market is huge & both girls and boys play games
• But you have to get through parents to reach many teens
• Parents:
– Worry about games, but don’t do much about it
– Play games themselves, and sometimes play with their
children
– Pay lip service to ratings but don’t necessarily restrict
game play based on ratings (and some times they
can’t)
• Plenty of games have civic or pro-social opportunities
embedded in the game play (worth emphasizing)
• Games are social experiences for teens - not isolating
• Games as engines of creativity - machinima, modding
Cheats for Marketers
March 27, 2009
Full Report @ http://www.pewinternet.org
Civics White Paper @ http://www.civicsurvey.org/
Amanda Lenhart
Pew Internet & American Life Project
[email protected]
http://www.pewinternet.org