Two-thirds of parents believe that gaming platforms such as the Nintendo Wii are having a positive social and physical impact on kids, according to a new study.

Marketing group TNS found that concerns about children locking themselves away in their rooms to play computer games are subsiding.

The figures suggest that 60 per cent of all parents who have played games in the past six months say that their family now likes to play social games together, rising to 68 per cent for parents with 10 to 15 year-old children.

Just over half of all respondents believe that social gaming encourages children to bond with their friends.

The uptake of social gaming is helping to counter the traditional couch potato image of gamers, according to the survey.

Some 69 per cent of Wii users surveyed claimed that playing with the console rather than with more traditional games makes them feel more active.

Similarly, two-thirds of parents with children aged 10 to 15 believe that the Wii actually encourages children to exercise, and a fifth of 16 to 24 year-olds would consider giving up gym membership if they played the Wii regularly.

"Concerns about obesity and the health of our children are never out of the headlines, and neither is the debate about how to inject more exercise into their daily lives," said Amy Cashman, head of TNS Technology in the UK.

"Whether or not playing games like the Wii is an acceptable alternative to running around the great outdoors is still up to the individual.

"Although looking at the results, parents are particularly excited about the positive impact it is having on their children."

Just under a quarter of respondents indicated that playing games has become part of their repertoire of social activities like dinner parties and going to a bar with friends.

"The breadth of age groups that the Wii appeals to is revolutionising the industry, and the take up of gaming with older generations and females shows that there is still plenty of opportunity for this market to grow," concluded Cashman.

"Gaming console manufacturers need to keep up this momentum and find fresh ways to appeal to this new audience, bearing in mind that they want interaction not a sole user experience."