It’s on for young and old! New research uncovers Australia’s appetite for video games


It’s on for young and old! New research uncovers Australia’s appetite for video games

Oct 10, 2011

Media Release

Sydney, 11th October 2011 – New research into how Australians are playing video games has found nine out of ten Australian households own a device for playing games, and nearly one in five gamers play social network games.

In households that play computer or video games, 43 per cent use a mobile phone and 13 per cent use a tablet computer to play games.  A further 13 per cent play video games on a handheld device.

The 4th report in a series conducted by Bond University, Digital Australia is based on a random sample of over 1200 Australian households and provides data on video and computer game use and attitudes, as well as the broader consumption of digital media.

Dr Jeff Brand, Associate Professor at Bond University and author of the report, says the growing use of mobile devices such as  smartphones or tablet computers to play games has created a pattern of “snack gaming” in Australia. “The average Australian gamer is 32 years old and we’ve moved well away from the traditional teenage boy stereotype of a gamer. Australian gamers are parents and  grandparents ‘snacking’ on games when they’re commuting to work on the bus or train, or while they’re filling in that little bit of time  between meetings.

Research shows people who play video games on a mobile or tablet computer are trying to pass time and the majority play games  between 30 minutes to an hour at a time every other day, instead of playing long periods of time every day,” says Dr Brand.

43 per cent of Australian gamers buy games traditionally from a local retailer whilst 22 per cent buy games new from a download store  such as PlayStation Network or Xbox Live) and 14 per cent buy games from an online store.

Ron Curry, CEO of Interactive Games & Entertainment Australia (iGEA) adds, playing video games has truly become a family affair.  “Four in five parents are playing video games with their children and most believe it’s a great way to educate and spend time with their children.”

“Australian gamers are growing up and 43 per cent of people aged over 50 now play video games.”

Other key findings of the report include:

  • 47 per cent of gamers are females and this number has steadily increased since 2005.
  • The average adult gamer has been playing for 12 years.
  • 75 per cent of gamers are 18 years or older.
  • The Australian computer games industry hardware and boxed software sales totaled $1.7 billion in 2010.
  • 44 percent of households that play computer and video games also own a portable music device compared to only 3 per cent of  households that don’t play video or computer games.
  • 21 per cent of game households also own a BluRay device compared to 7 per cent of households that don’t play games

To download a full copy of the Digital Australia report, please visit: http://igea.wpengine.com/2011/10/digital-australia-2012-da12/

 

About the iGEA

The Interactive Gaming &Entertainment Association proactively represents companies that publish, market and/or distribute interactive games and entertainment content.  The iGEA aims to further advance the industry and the business interests of its members through informing and fostering relationships with the public, the business community, government and other industry stakeholders.  The iGEA is administered by a Board of Directors and supported by the CEO, Ron Curry.  The iGEA was formerly known as the Interactive Entertainment Association of Australia (IEAA).

 

For media interviews or to coordinate a photo, please contact:

Corrie McLeod (corrie@espressocomms.com.au or 0419 526 848) OR
Grace Gabriel (
grace@espressocomms.com.au or 0431 528 127)

 

*Digital Australia 2012 is a study of 1252 Australian households and 3533 women, men, girls and boys in them.  These participants were from an online national random sample using the Nielsen Your Voice Panel.  The survey was conducted in July 2011.

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