70 per cent of parents consult the ESRB rating of a game before purchasing it for their children, a survey has revealed, and 82 per cent are familiar with how the ratings system works.
Additionally, 75 per cent of children are also familiar with the ratings, according to the study, which was conducted by The Harrison Group and Activision, as part of the publisher's Ratings Are Not a Game educational initiative.
By polling 1201 gamers and their parents, the study revealed that 63 per cent of parents with children who play games also consider themselves to be gamers.
That figure increased to 83 per cent for parents aged 35 and younger.
70 per cent of parents said that they paid close attention to ESRB ratings when purchasing a game for themselves or their families, and 62 per cent said they conducted research before purchasing a game their child wanted.
Further findings were that gamers devote 32 per cent of their leisure time to entertainment, with videogames accounting for the largest share of that time - 19 per cent.
76 per cent of the parents quizzed said that videogames were a part of their family's life and something they felt very comfortable with.
Among parent gamers, 52 per cent of their gaming time was spent playing games with their children.
"Parents rely on and value the ESRB ratings in helping them decide which games to allow their children to play," said Mike Griffith, president and CEO of Activision.
"Our Ratings Are Not a Game education initiative underscores our commitment to helping parents better understand and utilise the ratings system as they select age appropriate games and determine the best way for the entire family to enjoy the gaming experience."