Consumer Study - Interactive Software Federation of Europe

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Interactive Software Federation of Europe t: +32 (0) 2 612 1772 e: [email protected] w: http://www.isfe.eu. FOR MORE
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