Australia's average gamer gets older and more womanly

Study shows women as the video game industry’s fastest growing demographic

The stereotypical pasty and pimply-faced teenaged gamer may be in for a rude shock after the latest research findings from the Interactive Entertainment Association of Australia (IEAA) suggests the average Australian video game player is actually 28 years old and soon to be a woman.

The report titled, Interactive Australia 2007, was conducted by Dr Jeff Brand, associate professor of communications and media at Bond University. After interviewing 3386 random respondents from 1606 households, he found more than 79 percent of Australian households had devices to play video games.

Dr Brand described the explosive adoption of video games and game devices as "an historic shift in culture".

"But the problems with cultural shifts is that they are surrounded by fear, myths and stereotypes," he warned. "The myth that exists today about video games is that they are a fringe medium which is far from the truth. Computer games are in fact a mainstream medium, end of story."

Women, who have traditionally been ignored as active gamers, represented the video game industry's fastest growing demographic, jumping to 41 percent (up from 38 percent in 2005), while the average age of a gamer increased from 24 to 28 years of age.

"The fact of the matter is that today computer games are for adults, and women represent the fastest growing single demographic for gameplay," said Dr Brand. "In five or six years, we'll see that the average gamer is female and nearing the average age of the average Australian."

The report also revealed Australians were confused by the current video game classification system and supported the call for a common classification system for games and film.

While no question in the survey related to the introduction of an R18+ classification for video games, Dr Brand quoted research from a Gameplay Australia 2005 report that showed 88 percent of Australians were in favour of an R18+ classification to assist consumers in making informed decisions when buying games.

The study also debunked the myth of gaming as an anti-social past-time. It found only one in five players preferred to play games alone and only 8 percent never play with others.

Another positive finding was parents' acceptance of video games. While it reported 35 percent of gamers were parents, it found 77 percent of parents regularly played games with their children.

"Interactive games are seen as a fun, positive entertainment choice for the majority of Australians," said IEAA CEO, Chris Hanlon. "Parents are increasingly playing computer and video games themselves and with their children. They value the skills kids learn through interactive games, and can see the benefits both socially and educationally."

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments

Cool Tech

Breitling Superocean Heritage Chronographe 44

Learn more >

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?