Kids gaming market on the rise - NPD

Bringing new people into the fold is one way to grow the gaming industry. And according to a perhaps-not-so-surprising new study released by the NPD Group today, gamer growth is highest among kids.

NPD's study, titled Kids and Gaming 2011, reveals that kids aged 2 to 17 are the fastest-growing gaming demographic segment in the US, with adoption rates increasing 12.68 percent since 2009. The industry tracking firm notes this figure is well above that of the population growth for the same demographic in the US, which stands at 1.54 percent over the same period of time.

2011 figures state that 91 percent of kids play games, compared to 82 percent in 2009. Among the 2- to 17-year-old segment, the top growth was seen among kids aged 2 to 5, which has increased 17 percent since 2009. NPD said that the female gamer contingent and teens aged 15 to 17 also fueled growth.

"Year-to-date through August 2011, kids comprised 44 percent of new physical software dollar sales, representing a vitally important consumer segment for the games industry," NPD analyst Anita Frazier said of the study's findings. "Knowing how kids are spending their gaming time and dollars in both traditional and nontraditional outlets is key to staying relevant to this highly engaged audience."

Mobile devices are a key driver for the influx of gamers within this segment, NPD's study found. Gaming on traditional mobile handhelds has seen a marginal increase over the past two years, but smartphone and tablet gaming has seen substantial growth, rising from 8 percent to 38 percent over the same period.

And while the popularity of digitally distributed games may be on the rise, physical product purchases are still besting digital counterparts, with five times the revenue over the past three months.

NPD's statistics were gathered via an online survey over a two-week period from a pool of 4,136 participants aged 2 to 17. The industry firm further noted that to qualify as a gamer, "respondents had to report that they currently, personally play video games."