parents, drops from 62 per cent in person to only 19 per cent. However, sibling play only drops by four per cent to 18 per cent. Even the more cerebral games such as Chess, Scrabble and Boggle saw drops in parental play (falls of 21, 42, and 28 per cent respectively) as kids are aided by the computer instead. While this study doesn’t show that board games can’t translate to digital, it does indicate that kids still see an appeal in the more hands-on way of playing, often involving their parents.
Percentage of kids who’ve played Monopoly with their parents
62%
Cluedo Monopoly
10%
WHO DO YOU PLAY THESE BOARD GAMES WITH? Friends 17%
WHAT PERCENTAGE OF PARENTS PLAY TRADITIONAL VERSUS DIGITAL BOARD GAMES? Traditional
Digital
70% 60% 50% 40% 30% 20% 10% 0%
Dubit is a specialist youth research agency and digital development studio. By utilising a deep understanding of young people’s motivations and behaviours, Dubit works with brand owners worldwide to create digital experiences that children love. Phone: 0113 394 7920 Email: research@dubitlimited.com
SEPTEMBER 2012
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