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BizReport : Research archives : June 08, 2009

Mom-Gamers are turning on consoles

As many studies have found women, especially moms, are a big part of the fast-growing gamer climate in the US. However, a new study from Solutions Research Group shows that American woman play console games nearly as often as they play online games.

by Kristina Knight

As in 2008, 35% of women (ages 12 +) report playing console games; most of these women play "Guitar Hero", and just over half (54%) report playing PC or online games.

It is interesting that the console-online connection is related to age. 62% of younger women report using consoles or handhelds, 45% of moms with kids under age 12 are playing on consoles but only about 20% of women over 40 are playing console games. Of those playing on consoles, Sony's PlayStation 2 is the largest player, following by the Nintendo Wii. However, iPod Touch and the iPhone are also in the top ten rankings.

In addition to Guitar Hero, women are having fun playing Wii Fit and Nintendo's Mario series of games. Why are games being played by more and more women?

"Another reason for the increasing popularity of gaming among moms is an opportunity to spend time with the kids. Guitar Hero provides a nostalgic music experience for moms while actively engaging a child on their own turf. No wonder it is the most popular game," said Donna Hall, the co-author of the study.

The results are part of Solutions Research Group's Women & Digital Life Study.

Tags: game advertising, game targeting, gaming, online games, Solutions Research Group

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