ESA Releases Game Holiday Purchase Trends

The North American trade body the Entertainment Software Association (ESA) has announced the results of its latest Holiday Game Purchasing survey, which was conducted by KRC Research late last month. According to the survey, 31% of Americans plan to give or receive a computer or video game this holiday season. In addition, KRC Research surveyed a number of sub-markets, revealing that 22% of Americans households without children plan to give a computer or video game as a gift this holiday season. Also, nearly half of homes with children age 12 to 17 (49%) will give a game as a gift, slightly more than the 43% of homes with children under the age of 12. The largest demographic increase of those receiving computer and video games as gifts are adult men. Thirty-five percent of adult men will receive a computer or video game as a gift this holiday season, up from 26% last year. 35% of adults giving computer or video games are giving them to girls and women. This Holiday Game Purchasing Survey was conducted during October, 2005 for the ESA by KRC Research, and surveyed a random national sample of 1,026 American adults. Interestingly, last year's survey found that 37% of those polled planned to either give and or receive a computer or video game in the 2004 holiday season, meaning a 6% decline from last year, possibly due to the impending console transition.