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Video games are a significant form of entertainment that is core to the young adult audience.

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The overall video game market is projected to grow by 8.1% compounded annually to $13.4 billion in 2011 up from $9.1 billion in 2001.

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Online games will be the fastest-growing segment - increasing by 19.3% on a compound annual basis - up from $1.1 billion in 2006 to $2.7 billion in 2011.

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Nearly 68% of Men 18-34 and 80% of Men 12-17 have a console in their home.

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For these age segments, gaming is their primary form of entertainment.

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Young men spend TWO hours a day playing video games; among the teen segment, M12-17, they play nearly 3 hours per day.