Fri, Sep 11, 2009 | 18:41 BST
NPD: Households with kids up to 12 years account for 45% of industry’s revenue
According to a report from the NPD Group, households that inhabit children up to 12 years of age account for 24 percent of videogame industry unit sales, while households with children in this age group account for 45 percent of total industry dollar sales.
This information was derived from a report titled “Kids & Cross-Entertainment Behaviors”, compiled by NPD, which cites that with an average of 68 leisure hours each week, the largest share of leisure time goes to entertainment; thus, children have a major impact on the industry.
“According to the U.S. Census Bureau, there are 53.4 million of them ages 12 and under in the U.S., accounting for 17 percent of the population. Yet for many industries, games included, they account for a much larger portion of total sales,” said NPD’s Anita Frazier.
“For the 12-months ending June 2009, this group of consumers comprised 24 percent of games industry unit sales. Tweens in particular are a highly involved group of consumers as 75 percent of this age group play video games and 81 percent are on the computer for non-homework related activities.”
According to the report, 57 percent of children ages 2-12 play video games, and 62 percent of them use a computer, representing an area for future industry expansion.