Conducted as a part of Activision's "Ratings are Not a Game" initiative meant to increase general awareness and influence of the ESRB rating system, the results indicate that 82% of parents and 75% of children surveyed are familiar with the ESRB. Activision president and CEO Mike Griffith said the 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."

Of the parents polled, 63% also considered themselves gamers, though this number jumped to 83% when considering parents younger than 35 years old. Seventy percent of all the parents surveyed said that they "pay close attention to the ratings when purchasing a game for themselves or their families."

Among the more notable findings, the survey results indicate that 76% of parents are comfortable with video games being a regular part of their family's lives and that 52% of their time spent gaming is with their kids. Interestingly, though not surprisingly, the study also found that gamers spend approximately 32% of their leisure time playing video games.

These positive responses reinforce the growing case for the assertion that parents are aware of the games their kids play and in many cases are actively participating along with them.