Parents are getting more involved when choosing which video games they allow their children to play, according to a new study commissioned by the Entertainment Software Rating Board.

The study, conducted by Peter D. Hart Research Associates in early April showed that 90% of American parents with children who play video games are aware of the ESRB ratings, and 85% actually utilize them when selecting a game for their children.

60% of all parents surveyed said they never allow their children under 18 to play games with an ESRB rating of M for Mature, while 34% do so sometimes.

“It’s extremely encouraging that the vast majority of parents are involved and informed when it comes to choosing which games are appropriate for their families,” said ESRB president Patricia Vance. “The ratings continue to be a very important, if not the most important tool to help parents make an informed decision, and it’s clear that parents are using and relying on them in growing numbers.”

The study also revealed a surprising 87% of parents find it “very important” to be able to monitor and regulate what children watch, read, and play, as the ESRB rating awareness has nearly doubled since 1999.

“Awareness and use of the ratings is clearly continuing to rise to considerably high levels, still showing steady growth from where they were just a few years ago,” said Jay Campbell of Peter D. Hart Research Associates. “What is quite telling is that the number of parents who say they ‘never’ allow children to play M-rated games rose as those who ’sometimes’ do declined. This suggests that parents are becoming more assertive in using the ratings to set and enforce restrictions with respect to the games they allow their children to play.”

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Entry was posted on Saturday, May 5th, 2007 at 3:20 pm under Adult content.

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