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ONLINE GAMES CLAIM STICKIEST WEB SITES, ACCORDING TO NIELSEN//NETRATINGS

More Middle-Aged Females Visit Online Game Sites Than Teen Males

NEW YORK — June 16, 2004 — Nielsen//NetRatings, the global standard for Internet audience

measurement and analysis, reports today that online games is the stickiest category of content sites with

surfers spending more than two hours during the month. There was more time spent on this category

than sport sites and news sites during May 2004. More than 46 million or nearly one in three online

Americans visited an online game site during May.

Slingo was the stickiest online game site in May with surfers spending an average of four hours and eight

minutes on the site. Visitors to EA Online spent an average of two and a half hours on the site, while

visitors to MSN Games spent about two hours on the site. Rounding out the top five stickiest online game

sites in May were AOL Games and Jigzone.com which kept visitors on their site for nearly two hours and

one and a half hours, respectively.

Overall, the gender make-up of the online game audience is nearly equal. Of the 46 million online game

users in May, 51 percent were male while 49 percent were female (see Table 3). Kids aged 2 to 11 made

up seven percent of the audience, while teens aged 12 to 17 made up 15 percent of online gamers.

Those between ages 35 to 49 made up the largest age demographic for online games with 30 percent or

13.7 million users in May 2004.

“The diversity of online game offerings showcases the popularity of games in the U.S.,” said Kaizad

Gotla, Internet analyst, Nielsen//NetRatings. “Ranging from sites that offer original games to content sites

that offer the latest information on popular console and PC games, the gaming industry’s presence online

is indisputable.”

Online Game Demographics

Middle-aged women were the largest demographic group for online game sites (see Table 2). Fifteen

percent of online gamers were women between the ages of 35 to 49, comprising a larger percentage than

their male counterparts and teen males.

“Contrary to popular belief, the online games category is not dominated by males or by teens,” continued

Gotla. “Rather, the popularity of online games appeals to a broad demographic online, especially among

middle-aged women.”

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