Nearly 90% of American parents with children who play video games are aware of the ESRB ratings, and 85% use them regularly when buying games for their families — both of which increased from the same study conducted last year (see historical chart). In fact, 3 in 4 parents (73%) reported checking the ESRB rating "every time" before deciding whether to purchase or rent a game for their child, an increase of 10 percentage points over last year.
"It's extremely encouraging that the vast majority of parents are involved and informed when it comes to choosing which games are appropriate for their families," said ESRB president Patricia Vance. "The ratings continue to be a very important, if not the most important tool to help parents make an informed decision, and it's clear that parents are using and relying on them in growing numbers."
"Awareness and use of the ratings is clearly continuing to rise to considerably high levels, still showing steady growth from where they were just a few years ago," said Jay Campbell of Peter D. Hart Research Associates. "What is quite telling is that the number of parents who say they 'never' allow their children to play M-rated games rose as those who 'sometimes' do declined. This suggests that parents are becoming more assertive in using the ratings to set and enforce restrictions with respect to the games they allow their children to play."
Among the study's other findings:
— 87% of parents find it "very important" to be able to monitor and
regulate what their children watch, read and play
— 90% of parents surveyed said that the ratings are "very" (55%) to
"somewhat" (35%) helpful in helping them buy and rent games they deem
appropriate for their children
— 91% say the ESRB ratings are the "most important" (17%), a "very
important" (52%), or a "somewhat important" (22%) consideration when
— Other than ESRB ratings, parents turn to packaging (31%), other parents
(29%), or their children (21%) as the top three sources of information
— 83% said that they would consider parental control settings to be
"very" (53%) to "somewhat" (30%) helpful in allowing them to control
the games their kids play
Source: Entertainment Software Rating Board
CONTACT: Eliot Mizrachi of Entertainment Software Rating Board,
Web site: http://www.esrb.org/
(Re-Printed with permission from PR Newswire)"