A new report commissioned by Dutch youth marketing agency JuniorSenior Research claims that, amongst the 4,000 Dutch children aged up to fifteen years old interviewed, 61 percent were found to play games on a daily basis.
While not necessarily indicative of the industry at large, the survey may emulate the general tastes of the European region. Interestingly, 65 percent of those polled said they preferred to play games on the PC, with only 12 percent admitting to pirating games. Even children as young as nine years old said that they were happy to save money in order to buy games, with 54 percent of all age groups favoring purchases made at toy shops.
The majority of children (32 percent) learned about games through their friends, with advertising the second most likely source of new information (26 percent) and television shows third at 11 percent. A massive 92 percent of children admitted to having seen an advert for a game, the majority (63 percent) of these on television. Over 15 percent had also remembered seeing adverts online, while 11 percent mentioned seeing adverts in magazines.
The percentage for print adverting rose considerably for older children, suggesting that the older they get, the wider the range of media they are exposed to. A full copy of the research paper can be obtained by contacting
JuniorSenior Research.
