Online gaming is the preferred way to play for nearly a quarter of U.S. adults, who prefer it to packaged software games, TV game shows and mobile devices, according to a new study by market researcher Synovate, conducted for casual-gaming destination Vendare Media's Uproar network. When asked which type of game play is "most rewarding to you," nearly two out of five (39 percent) chose traditional board games. However, at 24 percent, online gaming emerged as the clear second choice, followed by packaged software games (18 percent) and TV game shows (15 percent). Only 3 percent said mobile devices, an emerging platform, was their favorite way to play.

The 18-24 age bracket was the only one to find packaged software games most rewarding (30 percent), followed by traditional board games (27 percent) and online games (27 percent). Those over age 65 were nearly twice as likely to prefer board games and more than twice as likely to enjoy TV games shows as the youngest respondents.

Women were half as likely as men to enjoy packaged software games (12 percent vs. 25 percent), and more likely to prefer both online games (26 percent vs. 22 percent) and TV game shows (17 percent vs. 13 percent). "Men play to get revved up, and women play to wind down," said Lynn D'Alessandro, VP of Vendare Media's Traffic Marketplace division.

"That's why men are more likely to become totally immersed in packaged games with complex sets of rules, and women disproportionately flock to casual gaming sites for a quick game of Zuma or Wheel of Fortune. Casual games are a source of relaxation that women can fit in around their many responsibilities at work and at home. And because women associate gaming with 'me time,' gaming sites can be an effective way for advertisers to reach them."

Men are nearly twice as likely as women to find mobile gaming most rewarding (4 percent vs. 2 percent), and ages 18-24 are more than twice as fond of it as ages 35-54 (5 percent vs. 2 percent).

Nonwhites are nearly twice as likely as whites to prefer packaged software games (28 percent vs. 16 percent), and less likely to go for online gaming (19 percent vs. 25 percent).

Full-time workers were nearly twice as likely as the self-employed to enjoy online gaming (27 percent vs. 16 percent), and more than four times as likely to enjoy mobile gaming (4 percent vs. 1 percent).