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Video games are no longer just a form of entertainment for children and young adults alone, and the old stereotypes of a gamer no longer apply. The ESA's "2010 Essential Facts About the Computer and Video Game Industry" show that 67 percent of American households play computer and video games. The research also reveals other interesting demographic facts about today's gamers and the games they play, including: * The average gamer is 34 years old and has been playing for 12 years. * Forty percent of all players are women and women over 18 years of age are one of the industry's fastest growing demographics. Today, adult women represent a greater portion of the game-playing population (33 percent) than boys age 17 or younger (20 percent). * Twenty-six percent of game players are over the age of 50, an increase from nine percent in 1999. This figure is sure to rise in coming years with nursing homes and senior centers across the nation now incorporating video games into their activities. * Sixty-seven percent of homes in America own either a console and/or PC used to run entertainment software. * Fifty-eight percent of online game players are male and 42 percent are female. Forty-two percent of heads of households report they play games on wireless devices such as a cell phone or PDA, up from 20% in 2002. * Ninety-three percent of the time parents are present at the time games are purchased or rented. Seventy-six percent of parents believe that the parental controls available in all new video game consoles are useful. In addition, 64 percent of parents believe games are a positive part of their children's lives."