Consumer Awareness And Purchase Intent Of Next Generation Home Video Game Console Systems

NPD: When it comes to next-generation home video game console systems, Sony’s PlayStation 3 has the highest awareness, familiarity and purchase intent among total respondents, gamers and non-gamers, followed by Microsoft’s Xbox 360 and Nintendo’s Revolution. Brand loyalty appears to be a leading factor driving purchase intent, illustrated by the fact that a higher percentage of those interested in purchasing each next- generation system own the current generation system from the same manufacturer. The majority of current generation system owners who are very or somewhat likely to buy a new system plan on continuing to play with the system they currently own and more than half (58%) will continue purchasing games for the system they currently own. Approximately half of all those who are very or somewhat likely to purchase each system said they are willing to spend between $200 and $299, which is in-line with the price points of current generation systems during and post-launch but, n ot surprisingly, price is the most common factor driving purchase timing, with approximately one-third of those interested in buying each new system claiming they will buy it when it goes on sale, / or when the price drops.

Next Generation Console Study. Publ200511130