Percentage is also a terrible metric for that, because it ignores total population. Taking the argument to an extreme: 100% of the people that exactly match my

Percentage is also a terrible metric for that, because it ignores total population. Taking the argument to an extreme: 100% of the people that exactly match my profile play video games (ie, I play games), but that doesn't mean they should focus a retarget on me and ignore their other clients. From US census data[0]: 112 million people are 18-44, while only 97 million people are 45+, with only 62 million in the 45-64 range (which is probably most of the older video game players). So there needs to be a 15% higher percentage of older game players (assuming they all play) or an 80% higher percentage of older game players if we use just the 45-64 group. Certainly, either case requires more than a "slightly higher" percentage for them to be the main market for games, ignoring any differences in amount of money or time spent gaming (which is also a significant pattern). [0]: http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf (Table 1) Edit: The comment to which I was replying was deleted, but I'll repost it here for context (minus the poster name). ---------- > According to data collected by the Entertainment Software Association, the percentage of people over 50 years old playing games is slightly higher than the percentage of people under 50 playing games. We ARE your audience. It would be interesting to adjust that data for amount of time spent gaming and amount of money spent on gaming related products. Somehow I don't get the impression that COD servers at peak times are rammed full of senior citizens.