Entertainment Software Rating Board's (ESRB) videogame rating system is a hit with parents.
According to a survey conducted by The Harrison Group which has been released by Activision today - and which forms part of the publisher's "Ratings Are Not a Game(R)" educational initiative - mums and dads "overwhelmingly agree" that the system "is a highly effective and influential tool for determining what videogames are appropriate for their children to play".
Naturally, the survey kicked out numerous statistics, key findings including 79 percent of parents revealing they pay close attention to the ESRB ratings, that figure leaping to 89 percent for parents with children aged between 8 and 12 years.
And there's more:
Eighty-four percent of parents said they are very familiar with the ESRB ratings system, compared to 65 percent of children ages 8-17 who indicated the same
More than two thirds of parents (68%) believe the ESRB ratings system is effective in helping them determine whether a specific game is appropriate for their child
A majority of parents (56%) cited a game's ESRB rating as their top purchase influencer when considering whether to buy a videogame for their children, more than any other factor
Parents said they actively research over half (52%) of all videogames prior to approving purchase for their children - including reading game reviews/previews or visiting gaming websites
"Video game ratings can only be effective if consumers understand the ratings and use them when making purchasing decisions for their families, and this study shows that parents greatly rely on and value the ESRB ratings in helping them decide which games to allow their children to play," said Patricia Vance, ESRB President. "The ESRB commends Activision on its 'Ratings Are Not a Game' educational initiative and its outstanding efforts to educate consumers about video game ratings."
Robin Kaminsky, EVP of Publishing for Activision, said the company is "delighted to learn that parents and their children are very familiar with the ESRB ratings system, but it was even more gratifying to see that such a large majority of parents are aware of, researching and active in their children's videogame purchasing and playing.
"Activision strongly supports the ESRB rating system, which we believe is the most comprehensive tool parents can use to determine which games are appropriate for their children. Looking ahead, these results will help strengthen our efforts to raise greater awareness among both parents and young people of why 'Ratings Are Not a Game.'"
