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Digital Australia 2016 (DA16)
(2015)
  • Jeffrey E Brand, PhD, Bond University
  • Stewart Todhunter, Bond University
Abstract
Digital Australia 2016 is the sixth iteration of empirical studies about demographics, self-report behaviours and attitudes around digital games. The current research is based on 1,274 households and 3,398 individuals of all ages living in those households. Adult participants responded to 80 questions about themselves and on behalf of all members of their households. The result reveals that 68% of the Australian population plays, although the proportion varies by age group. Predictably, 91% of children aged 5-14 play. However, the proportion of older adults aged 65 and over who play is as great as young children between ages of one to four. The average age of Australians who play video games is 33 years. They play for an hour-and-a-half and between three and four times a day. Video games are played by 49% of those over 50 years of age and 39% of those over 65: primarily, they say, to keep their mind active. Women and girls play for 75 minutes a day on average while men and boys play for 100 minutes on average. Casual play is nearly identical for females and males at 25 minutes a day. However males spend considerably more time on in-depth play than females, 75 minutes a day compared with 50 minutes on average. Playing is heaviest in the late teens and early twenties. Adapting a model of motivations for media use called uses and gratifications, survey participants responded to questions about why they play. Naturally, having fun and filling in time to alleviate boredom top the uses and gratifications list of most players. However, drilling down by age group produces a compelling if simple finding: for those aged 50 years and over, fun is replaced by keeping the mind active as the main reason for playing. Other findings include attitudes toward games for positive ageing, education and digital economy work.
Keywords
  • Computer Games,
  • Video Games,
  • Audience Research,
  • Demography,
  • Attitudes,
  • Survey
Publication Date
July 24, 2015
Citation Information
Jeffrey E Brand and Stewart Todhunter. "Digital Australia 2016 (DA16)" (2015)
Available at: http://works.bepress.com/jeff_brand/43/