ESRB-Related Research
Awareness & Use of ESRB Ratings
87% of parents are aware of the ESRB rating system
69% of parents are aware of content descriptors
76% of parents regularly check the rating before making a purchase
82% of the time parents agree with the ratings assigned by the ESRB
52% of parents say they "never" allow their children to play M-rated games with another 41% saying they "sometimes" do. Only 5% say they "generally" allow their children to play M-rated games. Parents who only have children under age 13 are more than twice as likely as those who only have children 13 and older to "never" allow their children to play M-rated games.
For those parents that at least sometimes allow their children to play M-rated games, they consider the following four key factors in making their decision:
- They plan to monitor or play the game with their children.
- They read the information on the game's package to determine if it is appropriate for their children.
- They are confident that their children know it is just a game and it's not real.
- Their children can handle what is in the game without it affecting their behavior.
Source: Peter D. Hart Research Associates, Awareness & Use [May 2009] and Validity [November 2005]
According to a survey of parents conducted by the Henry J. Kaiser Family Foundation, parents said that among all entertainment rating systems (TV, movies, music and games), the ESRB ratings are the most useful, with 91% finding them "very useful" (58%) to "somewhat useful" (33%). - "Parents, Children & Media" [June 2007]
Federal Trade Commission
The U.S. Federal Trade Commission (FTC) conducts a regular review of ESRB's activities and effectiveness and reports its findings to Congress. The FTC has also conducted research about the ESRB rating system. Among their most recent findings*:
89% of parents are involved in the purchase or rental of a video game for their child
87% of parents are aware of ESRB ratings
73% use ratings "all," "nearly all" or "most of the time" when buying games
87% reported being "very" to "somewhat" satisfied with ESRB ratings
93% said ESRB ratings are "moderately" to "very easy" to understand
Source: Federal Trade Commission Report to Congress, "Marketing Violent Entertainment to Children," [April 2007]
FTC on the ESRB
"The [ESRB rating system] is a useful and important tool that parents increasingly use to help them make informed decisions about games for their children." - Report to Congress [April 2007]
"Of the three entertainment sectors [movies, music, and video games], the electronic game industry continues to have the strongest self-regulatory code..." and "...compliance with the ESRB code was high in all media." - Report to Congress [December 2009]
"The video game industry outpaces the movie and music industries in the three key areas that the Commission has been studying for the past decade: (1) restricting target-marketing of mature-rated products to children; (2) clearly and prominently disclosing rating information; and (3) restricting children’s access to mature-rated products at retail." - Report to Congress [December 2009]
"The video game industry continues to do an excellent job of clearly and prominently disclosing rating information in television, print, and Internet advertising and on product packaging..." - Report to Congress [December 2009]
"The Commission commends the ESRB for its new online ratings [sic] summaries...this tool should enhance parental understanding of the ratings and the ratings process." - Report to Congress [December 2009]
FTC Mystery Shops
The FTC also periodically conducts nationwide undercover shops of movie theaters and movie, music, and video game retailers. Their most recent survey found that 80% of individuals under the age of 17 were turned away when trying to purchase or rent M-rated games.
Source: Federal Trade Commission Report to Congress, "Marketing Violent Entertainment to Children," December 2009 (press release).
* FTC's most recent Report to Congress issued in December 2009 did not repeat the parent survey conducted in April 2007.
