While the video-game industry often notes that their games take viewers away from traditional television watching, the industry is less willing to discuss the fact that it tends to lose players as they enter adulthood. If this continues, it could be a worrisome trend for the video-game industry. The business continues to have sales growth that is greater than movies and other traditional forms of entertainment, but game companies, including Nintendo, are beginning to address the problem posed by changing demographics. Currently, the chief market for video games is represented by young males, but as the so-called Millennials, or those born between 1980 and 2000, mature, companies worry that their sales could fall. According to Mike Vorhaus, managing director of Frank N. Magid Associates, a consulting and research firm, there are several stages of 'drop off' in game playing as consumers age. The first occurs when males enter the 18-to-34-year-old bracket, and the percentage of those who play console games at least once per week falls from 78 percent to 42 percent. When male players reach the 35-to-44 age bracket, their weekly game play falls to 24 percent. There is a similar downward trend for women, but they play console games less frequently than men in almost all of the age brackets. Forty-eight percent of the 'lapsed gamers' say they got too busy with other things to play video games, while 40 percent say they just got bored with playing.