The majority (82%) of parents and children (75%) who play video games are familiar with the Entertainment Software Rating Board (ESRB) ratings system, according to a new survey by The Harrison Group conducted on behalf of Activision.

Additionally, 63% of parents with children who play games consider themselves gamers with the number increasing to 83% for parents ages 35 and younger, and 70% of parents pay close attention to the ratings when purchasing a game for themselves or their families.

"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 Publishing.

"Our ‘Ratings Are Not A Game’ education initiative underscores our commitment to helping parents better understand and utilize the ratings system as they select age appropriate games and determine the best way for the entire family to enjoy the gaming experience."

Other key survey findings include:

• Gamers devote 32% of their leisure time to entertainment with video games accounting for the largest share – approximately 19%.
• 76% of parents agree that video games are a part of their family’s life, and are something they’re very comfortable with.
• Among parent gamers, 52% of their video gaming playing time is spent with their children.
• Approximately 62% of parents conduct research before purchasing a video game that their child wants.