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Thursday, June 12, 2014
New Game Consoles are Reenergizing the Video Game Market, Shows Gaming Study


The popularity of the eighth-generation home gaming console releases has reenergized the gaming market, according to the latest research released today by the Consumer Electronics Association (CEA), driving a projected 85 percent increase in wholesale revenue for home video game consoles in 2014.

However, for ownership of traditional gaming hardware, seventh-generation consoles still lead the way, according t oCEA. Ownership among online U.S. consumers is highest for the Nintendo Wii (35 percent), Microsoft Xbox 360 (29 percent) and Sony PlayStation 3 (24 percent).

Since their debut in 2013, the new eighth-generation consoles are quickly gaining steam in terms of ownership. The Sony PlayStation 4 and Microsoft Xbox One are now owned by 11 percent and eight percent, respectively, of online consumers.

While more than half of gamers (54 percent) learn the most about games from friends, family and co-workers, a third say they also pay attention to retailer websites (33 percent), TV commercials (31 percent) and gaming news websites (30 percent). Consumers also prefer to shop for video games primarily in brick-and-mortar locations: mass merchants (36 percent), general electronics stores (32 percent) and specialty electronics stores (32 percent). A third (31 percent) of consumers also shop for video games online.

According to the CEA study, smartphone and tablet ownership rates (64 and 45 percent, respectively) are also at their highest rates in history. One in ten gamers say their primary gaming device is a smartphone (12 percent) or tablet (nine percent), on par with or closely following seventh-generation consoles such as the Xbox 360 (16 percent), PlayStation 3 (12 percent) and Wii (10 percent).

Among consumers who stated their primary gaming device is a smartphone, the most common operating system is Android (51 percent), followed by iOS (41 percent) and Windows Phone (six percent).

According to gamers, their purchase choices most often come down to the quality of games (89 percent) on the system or device. Other common reasons gamers flock to a specific device include the price of games (79 percent), ease-of-use (77 percent), price of system (76 percent) and graphics (75 percent).

In terms of the amount of games owned per primary gaming device, the attachment rates are highest for the Sony PSP, followed by gaming PCs and the Xbox 360. Most of these products have been in the marketplace for a significantly longer amount of time than the Xbox One and PlayStation 4, but both of those new consoles are showing strong attachment rates, especially with digital games, so early in their product lifecycles. The PlayStation 4 digital download attachment rate is 57 percent of physical discs (compared to 42 percent for PlayStation 3) and for Xbox One it is 62 percent (compared to 37 percent for Xbox 360).

More than half of gamers (55 percent) indicate they purchased at least one other companion product to improve the gameplay on their primary device. The most common purchases include a television (35 percent) and rechargeable batteries (13 percent).

CEA predicts wolesale revenue to reach 5.2 billion USD in 2014, an increase of 85 percent over 2013. An additional 12 percent growth is projected in 2015, as the surge of home console sales in 2014 stabilize.

CEA also projects total portable console wholesale revenue of 506 million USD in 2014, a seven percent increase over 2013. However, wholesale revenue is expected to fall slightly to 471 million USD in 2015, a seven percent decrease, as the portable console market faces continuous pressure from portable connected devices, such as smartphones and tablets.

Regarding the video game software, CEA projects 13.6 billion USD in revenue for 2014, an increase of 9 percent over 2013, due in part to attachment rates for new consoles. Additionally, revenue for 2015 is projected to be 14.4 billion USD, an increase of six percent over 2014.



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