Socialising, finding stress relief and finding ways to pass the time are increasingly being done in the virtual world - with an average time of 85 minutes a day spent "gaming".
A recent study of more than 2000 Kiwis revealed that 98 per cent of New Zealand families had a device and eight out of 10 owned multiple game devices.
The study, conducted by Bond University and the Interactive Games & Entertainment Association, found 67 per cent of Kiwis played video games, 44 per cent of over-65s play and the average player age is 34.
Lead author and professor of communication and media at Bond University, Queensland, Dr Jeff Brand, said the findings showed "interactive games have become a huge part of our culture and while the key reasons remain playing for fun and to pass time, games increasingly serve other uses".
"New Zealanders are playing for social connectedness, whether that be family or friends. They're playing to reduce stress, to be challenged, to learn, to keep the mind active, or for physical and mental-health benefits."