I’m fascinated by the different approaches researchers take when studying videogames. Recently, The Dallas Morning News reported that Dr. Michael Savoie, director of the Center for Information Technology and Management at the University of Texas at Dallas School of Management, in partnership with Elizabeth Hubbard, CEO of Your Money Matters Institute, and game developers Dave and Emily Rushton with Sensory Sweep Studios, conducted a survey of 43 mothers and 57 daughters aged 8-18 in 7 states.
The need for the survey is twofold. From an academic perspective, universities remain concerned about interesting female students in STEM (Science, Technology, Engineering, & Math) studies. From a marketing perspective, the researchers indicated girls spend more than boys … except on videogames. Tapping into the 36 million strong market of females age 6-20 in the US represents a lucrative potential for gaming companies.
The researchers found moms and daughters held similar likes and dislikes of various aspects of videogames. Here are some highlights of the findings:
- Almost 1 in 5 (17%) of moms surveyed have never played a videogame
- All girls surveyed have played a videogame at some point. Two-thirds are currently playing.
- 60% of the daughters define videogames as fun. Only 37% of their mothers do, however.
- Nearly 1 in 3 (28%) mothers think videogames are a complete waste of time. Only about 1 in 10 (9%) girls feel the same way.
- Roughly the same (21% moms, 17% daughters) say that videogames are good for learning.
- Girls like virtual worlds (VWs), especially ones that let them get immersed in horses, weddings, fashion, etc.
- The researchers feel that combining the simulation of real life activities in VWs is a highly effective way of providing learning opportunities to girls through videogames.
- Non-violent interaction combined with role-playing and rewards are key to developing games girls like.
- The researchers suggest a market potential of $1 billion if game developers approach the girls/young women market correctly. Another $200 million might be realized in serious games sales if moms can be convinced to buy games that teach shopping or other important life skills.
Although the results of the study have not yet been published, Dr. Savoie has presented the findings at the international conference, “Learning with Games 2007” in Sophia Antipolis, France. His PowerPoint presentation, in Acrobat format, is available here.
References
Godinez, V. (2007, October 13). UTD study looks at girls and video games. Dallas Morning News. [Online]. Available: http://www.dallasnews.com/sharedcontent/dws/ent/stories/
DN-gamer_1013gl.ART.State.Edition1.4238b13.html
Survey finds girl gamers and mothers think alike. (2007, October 3). The University of Texas at Dallas Press Release. [Online]. Available: http://www.utdallas.edu/news/archive/2007/10-04-002.html