Computer Games aren't for kids - Over a third of Adults own a console.

Video games grow up as adult ownership increases.

New research conducted by Neilson has revealed that the number of adult console owners is considerably on the up. More than a third of U.S. adults own a games console and 16 percent own a portable gaming device. One of the reasons for this sophistication of the market is that games machines are finding themselves more integrated in the familiy living room environment. "The majority of those console owners, 71 percent, are married, and 66 percent have at least one child in the household.

"As game consoles have become increasingly sophisticated, families have incorporated them into their centralized home media centers, which include the television, digital recording device, digital music player and the PC," said Carolyn Creekmore, senior director of media analytics, Nielsen//NetRatings."