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Study shows 47% of New Zealand gamers are female

Posted on 25-Oct-2011 10:07 | Filed under: News

New research into how Kiwis are playing video games has found nine out of ten households own a device for playing games and nearly four in five parents with children (aged 18 and under) play computer and video games.

In households that play computer or video games, 38 per cent use a mobile phone and 9 per cent use a tablet computer to play games. A further 51 per cent of gaming households own a traditional game console.

The 2nd report in a series conducted by Bond University, Digital New Zealand 2012 is based on a random sample of over 800 New Zealand 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 a key difference between the 2012 and 2011 reports is the explosion in mobile gaming.

“Over the last year, we’ve seen a growing pattern of ‘snack gaming’ with more Kiwis using their smartphones and tablet computers to play video games. When people are traveling to work or trying to fill in that little bit of time between appointments they’re turning on their mobile devices to ‘snack’ on a video game.”

“Research shows video games are no longer the domain of teenage boys as the average Kiwi gamer is 33 years old and one in five gamers playing social network games. Game playing habits are also moderate with the majority of people playing for up to an hour at a time daily or every other day,” said Dr Brand.

37 per cent of Kiwi gamers buy games traditionally from a local retailer whilst 24 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.

Mark Goodacre, Director of Interactive Games & Entertainment Australia (iGEA) adds, “Kiwi gamers are growing up and they’re parents and even grandparents. Research shows that 41 per cent of people aged over 50 now play video games and a quarter of gamers have been playing for more than two decades. Video games are definitely on for young and old!”

Other key findings of the report include:
• 47 per cent of gamers are females.
• The average adult gamer has been playing for 12 years.
• 58 per cent of gamers play either daily or every other day.
• 92 per cent of parents who play computer games themselves use them to help educate their children.
• Action games was the most popular gaming genre in 2010, followed closely by family games according to the NPD Group Australia research
• One in four gamers say they would either be “motivated” or “very motivated” to sign up to a faster broadband service for game downloads and online play.

The NZ games industry is forecast to reach $192 million by 2015, a compound annual growth rate of 6.9 per cent according to the PricewaterhouseCoopers report, New Zealand Entertainment & Media Outlook, 2011 – 2015.

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