What Consumers Think About the ESRB
The system receives positive reviews from those who count most: parents. According to a 1999 study by Peter
D. Hart Research Associates, 80% of Americans who were explained how the ESRB system works said it would
be “helpful” or “very helpful.” In a separate July 2000 study, Hart Research Associates conducted mall-intercept
interviews with 410 adults nationwide, including 246 parents who were shown videotapes of game clips and
asked to rate them based on the ESRB standards. The survey found that “in 84% of all instances, games are
rated equal to or less strictly than the official ESRB rating.” Hart found that the ESRB is “twice as likely to be
more conservative than the public” in rating decisions. With respect to the content descriptors, the survey found
“participants are generally in agreement with the ESRB on violence descriptors, and in instances in which there
is disagreement, they are usually less strict than the ratings board.” Also in the 1999 survey by Peter Hart, 75%
of those surveyed said that parents not government or game makers bear the primary responsibility for
monitoring the computer and video games their children play.
The system receives positive reviews from those who count most: parents. According to a 1999 study by Peter
D. Hart Research Associates, 80% of Americans who were explained how the ESRB system works said it would
be “helpful” or “very helpful.” In a separate July 2000 study, Hart Research Associates conducted mall-intercept
interviews with 410 adults nationwide, including 246 parents who were shown videotapes of game clips and
asked to rate them based on the ESRB standards. The survey found that “in 84% of all instances, games are
rated equal to or less strictly than the official ESRB rating.” Hart found that the ESRB is “twice as likely to be
more conservative than the public” in rating decisions. With respect to the content descriptors, the survey found
“participants are generally in agreement with the ESRB on violence descriptors, and in instances in which there
is disagreement, they are usually less strict than the ratings board.” Also in the 1999 survey by Peter Hart, 75%
of those surveyed said that parents not government or game makers bear the primary responsibility for
monitoring the computer and video games their children play.