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Gaming Consoles - US - September 2015

"Content has always been important for video game consoles, as exclusive titles have long defined the legacies of brands like Nintendo. As consoles become increasingly more connected, multifunctional devices, the hardware is increasingly defined by the software and services it offers. Consoles are challenged to find ways of meeting these demands while continuing to deliver an experience that still resembles traditional console gaming."
- Bryant Harland, Technology Analyst

This report discusses the following key topics:

  • Console unit sales continued decline
  • Previous generation still leads in consumer ownership
  • Significant purchase intent for Steam Machine
  • Consumers questioning the value of consoles

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Console unit sales continued decline
            • Figure 1: Total US unit sales and fan chart forecast of video game consoles, at current prices, 2010-20
          • Previous generation still leads in consumer ownership
            • Figure 2: Video game console ownership, by console generation, June 2015
          • Significant purchase intent for Steam Machine
            • Figure 3: Selected video game device purchase intent, June 2015
          • Consumers questioning the value of consoles
            • Figure 4: Video game console purchasing attitudes, by gender and age, June 2015
          • The opportunities
            • Leverage the emphasis on software
              • Figure 5: Attitudes toward video game consoles – Any agree, by age, June 2015
            • Increase consoles’ value with customizable bundles, backwards compatibility
              • Figure 6: Attitudes toward video game consoles – Any agree, by age, June 2015
            • Leverage brand loyalty among early adopters
                • Figure 7: Attitudes toward video game consoles – Any agree, by age, June 2015
              • What it means
              • The Market – What You Need to Know

                • Console unit sales in decline
                  • Close competition for gamers’ time
                    • Internet speeds still a barrier to streaming
                    • Market Size and Forecast

                      • Console market shifting focus to software
                        • Figure 8: Total US unit sales and fan chart forecast of video game consoles, at current prices, 2010-20
                    • Market Perspective

                      • Equal share of gamers play on computers and consoles
                          • Figure 9: Platforms used to play video games, February 2015
                      • Market Factors

                        • Video game streaming still limited by consumers’ internet speeds
                            • Figure 10: Average internet speed, by state, Q1 2015
                        • Key Players – What You Need to Know

                          • Nostalgia can work for consoles too
                            • Nintendo’s Wii U struggling
                              • Content is king for consoles
                              • What’s Working?

                                • Increasing the value of consoles with nostalgia
                                • What’s Struggling?

                                  • Nintendo struggles with the Wii U
                                  • What’s Next?

                                    • Continued shift toward software and services
                                      • A resurgence in online subscriptions may be on the horizon
                                        • Figure 11: Incidence of playing video games online, 2011-15
                                        • Figure 12: Incidence of kids playing video games online, by age, November 2013-December 2014
                                        • Figure 13: Incidence of teens playing video games online, by age, November 2013-December 2014
                                    • The Consumer – What You Need to Know

                                      • Majority of adults own at least one console
                                        • Hispanics show heightened purchase interest for new devices
                                          • Gamers pressured by time constraints
                                          • Video Game Console Ownership and Purchase Intent

                                            • More than half of adults report owning or playing video game consoles
                                              • Figure 14: Video game console ownership, June 2015
                                            • Current generation consoles still lag behind previous generation
                                                • Figure 15: Video game console ownership, by console generation, June 2015
                                              • Purchase intent for virtual reality, Steam Machine and NVIDIA Shield
                                                • Figure 16: Selected video game device purchase intent, June 2015
                                              • Consumer ownership of older gaming consoles
                                                • Figure 17: Old generation video game console ownership, by age, June 2015
                                              • Hispanics show higher purchase intent for current generation and future consoles
                                                • Figure 18: Old generation video game console purchase intent, by Hispanic origin, June 2015
                                              • Price, competition from other devices present barriers to console ownership
                                                • Figure 19: Reasons for not owning video game consoles, June 2015
                                            • Perception of Video Game Console Brands

                                              • New gaming devices have not yet cemented their brands in consumers’ minds
                                                  • Figure 20: Correspondence analysis – Video game console brand perceptions, June 2015
                                                  • Figure 21: Video game console brand perceptions, June 2015
                                              • Time Spent Playing Video Game Consoles

                                                • Majority of console owners playing the same amount of time as last year
                                                  • Figure 22: Time spent playing video game consoles, June 2015
                                                • Consoles in tight competition for gamers’ limited time
                                                  • Figure 23: Time spent playing video games in the last seven days, by gender and age July 2015-March 2015
                                              • Role of Video Game Consoles in Consumers’ Lives

                                                • Avid console gamers concerned with content variety
                                                    • Figure 24: Attitudes toward video game consoles – Any agree, by age, June 2015
                                                  • The majority of console owners consider themselves brand loyal
                                                      • Figure 25: Attitudes toward video game consoles – Any agree, by age, June 2015
                                                    • Hispanics, Blacks more likely to view consoles as significant forms of entertainment
                                                        • Figure 26: Attitudes toward video game consoles – Any agree, race, and hispanic origin, June 2015
                                                    • Importance of Video Game Console Features

                                                      • Older console gamers less interested in social features
                                                        • Figure 27: Important video game console features – Any rank, by gender and age, June 2015
                                                      • Personalization especially powerful for lower-income households
                                                        • Figure 28: Important video game console features – Any rank, by gender and age, June 2015
                                                      • Hispanics a key audience for social media, mobile integration
                                                        • Figure 29: Important video game console features – Any rank, by race and Hispanic origin, June 2015
                                                    • Attitudes toward Buying Video Game Consoles

                                                      • One fifth of console gamers not planning to buy another console device
                                                        • Figure 30: Video game console purchasing attitudes, by gender and age, June 2015
                                                      • One fourth of parents buy higher-quality TVs as a result of video game consoles
                                                        • Figure 31: Video game console purchasing attitudes, presence of children in household, June 2015
                                                      • Opportunity: Gaming as the focus of retailers’ entertainment and media sections
                                                          • Figure 32: Video game console purchasing attitudes, presence and age of children in household, June 2015
                                                      • Video Game Consoles and Kids

                                                        • Nintendo shows strong lead among kids
                                                          • Figure 33: Kids’ video game console brand ownership, November 2013-December 2014
                                                      • Video Game Consoles and Teens

                                                        • Console ownership varied among teens
                                                          • Figure 34: Teens’ video game console ownership, November 2013-December 2014
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Console ownership data
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Correspondence analysis methodology
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                          • Terms
                                                                          • Appendix – Market

                                                                              • Figure 35: Total US unit sales and forecast of gaming consoles, 2010-20
                                                                              • Figure 36: Total US unit sales and estimate of gaming consoles, by company, 2010-15
                                                                          • Appendix – Consumer

                                                                            • Video games played in the last seven days
                                                                              • Figure 37: Time spent playing video games in the last seven days, July 2014-March 2015
                                                                            • Online services used to play video games online
                                                                              • Figure 38: Incidence of playing video games online, July 2014-March 2015
                                                                              • Figure 39: Incidence of playing video games online, 2011-15
                                                                            • Kids and video game consoles
                                                                              • Figure 40: Incidence of video game playing among kids, November 2013-December 2014
                                                                              • Figure 41: Kids’ video game console ownership, November 2013-December 2014
                                                                              • Figure 42: Kids’ video game console ownership, November 2013-December 2014 (continued)
                                                                              • Figure 43: Incidence of kids playing video games online, November 2013-December 2014
                                                                            • Teens and video game consoles
                                                                              • Figure 44: Incidence of video game playing among teens, November 2013-December 2014
                                                                              • Figure 45: Teens’ video game console ownership, November 2013-December 2014
                                                                              • Figure 46: Teens’ video game console ownership, November 2013-December 2014 (continued)
                                                                              • Figure 47: Incidence of teens playing video games online, November 2013-December 2014

                                                                          Companies Covered

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                                                                          Gaming Consoles - US - September 2015

                                                                          US $3,995.00 (Excl.Tax)