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Video Game Consoles and Peripherals - UK - October 2011

“There is no doubt that a strong software offering aimed at traditional audiences for the PlayStation 3 and the Xbox 360, utilising the PlayStation Move and the Kinect, will eventually be successful. However as well as producing software aligned to their own demographics, both Sony and Microsoft could potentially gather a larger share of the elusive casual market – with the aim of ultimately bringing them into their respective environments – by explicitly targeting casual consumers of their peripherals with dedicated, large-scale and high publicity releases of game genres that have proven themselves successful already – such as light-hearted, multiplayer party games, or child-friendly platformers, where Nintendo has built proven franchises popular with casual consumers. Once these casual consumers have then been drawn into their gaming environments, the targeting of a wider span of game genres can be implemented.”

– Samuel Gee, Technology Analyst

Some key questions answered in the report include:

  • How can console manufacturers convince consumers to purchase ageing consoles?
  • Can traditional consoles steal some of the broader gaming consumer base initially lured in by the Wii?
  • Can console-based streaming internet services see greater growth?
  • Are traditional gaming controls a dying breed?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast value of UK console sales, 2006-16
              • Figure 2: Consumers who have purchased a next generation console in the past 12 months, 2007-11
            • Market factors
              • Growth of atypical market set to continue between 2011-16
                • Increased functionality becoming more important for consumer electronics
                  • Strong software sales necessary to maintain interest in peripherals
                    • Figure 3: Ownership of peripherals, July 2011
                  • The consumer
                    • Console ownership
                      • Figure 4: Ownership of consoles, July 2011
                    • Peripheral ownership
                      • Figure 5: Ownership of peripherals, July 2011
                    • Play time
                      • Figure 6: Console owning consumers, by gamer type, July 2011
                    • Activities performed on a console
                      • Figure 7: Activities performed on a console, July 2011
                    • Important factors in purchasing a new console
                      • Figure 8: Important factors in purchasing a new console, July 2011
                    • Attitudes towards console activity
                      • Figure 9: Attitudes towards consoles and gaming, July 2011
                    • Targeting opportunities
                      • Figure 10: Target groups, July 2011
                    • What we think
                    • Issues in the Market

                        • How can console manufacturers convince consumers to purchase ageing consoles?
                          • Can traditional consoles steal some of the broader gaming consumer base initially lured in by the Wii?
                            • Can console-based streaming internet services see greater growth?
                              • Are traditional gaming controls a dying breed?
                              • Future Opportunities

                                • Inspire Insights
                                  • Trend: Experience is all
                                    • Trend: Make it mine
                                    • Internal Market Environment

                                      • Key points
                                        • Family-oriented entertainment proves itself a success
                                          • Figure 11: Purchase of consoles in the last 12 months, 2010-11
                                          • Figure 12: Frequency of playing video games or consoles on weekdays and weekends, by family lifestage and by all adults, September 2009
                                        • High definition graphical output now an expected feature
                                          • Figure 13: Ownership of HDTVs, April 2009-April 2011
                                        • Sony retrofits old games with new graphics
                                          • Popularity of tablets reflected in new console offerings
                                            • Smartphones and portable media players encroach on portable console territory
                                              • Figure 14: Smartphone ownership, April 2009-August 2011
                                            • Full-body-control solutions sell well, but are let down by software…
                                              • … although it is popular with homebrew solutions
                                                • Manufacturers move to accommodate broader social network use
                                                  • Figure 15: Numbers of social networks ever used, March 2011
                                                • Scope for piracy increased as Sony sues hacking group
                                                  • Difficult economic climate prompts a cut in R&D
                                                    • Positioning of the Wii as ‘must have toy’ prompts new Nintendo console
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Slow economic recovery and price discounts will aid sales
                                                          • Figure 16: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                        • Appealing to atypical consumers widens available market
                                                          • Figure 17: Forecast adult population trends, by lifestage, 2006-16
                                                        • Online console services to reach a wider audience
                                                          • Figure 18: Broadband penetration, 2006-11
                                                        • Increase of 25-34s will require more multifunctional devices
                                                          • Figure 19: Trends in the age structure of the UK population, 2006-16
                                                      • Competitive Context

                                                        • Key points
                                                          • Cinema attendance high, regardless of financial situation
                                                            • Figure 20: Frequency of cinema-going, by current financial situation, February 2011
                                                          • Book sales suffer, but reading frequency increases
                                                            • Figure 21: Any hardback or paperback purchaser in the last 12 months, 2006-10
                                                            • Figure 22: UK total sales of books, by value, 2005-10
                                                          • Television viewership also on the rise
                                                            • Figure 23: Hours of viewership of television per head, per day, in the UK, 2005-10
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Sifteo
                                                              • Wii U Tablet
                                                                • The PlayStation Vita
                                                                  • Industry leaders predict strong growth for 3D
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Market decline will see a gentler fall in 2011
                                                                        • Figure 24: UK sales of consoles, by value, 2006-11
                                                                      • Microsoft and Sony products maintain steady interest
                                                                        • Figure 25: Next-generation consoles (fixed and portable) purchased by consumers in the past 12 months, 2007-11
                                                                        • Figure 26: Consumers who have in the house or who have purchased a Nintendo Wii, PlayStation, PlayStation 2, PlayStation 3, Xbox, or Xbox 360 in the last 12 months, 2007-11
                                                                      • Microsoft global performance
                                                                        • Sony global performance
                                                                            • Figure 27: Sales of PSP units worldwide, 2009-11
                                                                          • Nintendo global performance
                                                                              • Figure 28: Worldwide like-for-like shipped fixed consoles, Q2 2010 and Q2 2011
                                                                            • New Sony and Microsoft consoles expected to arrive in 2014
                                                                              • Market forecast
                                                                                • Figure 29: Forecast value of UK console sales, 2006-16
                                                                            • Market Segmentation

                                                                              • Key points
                                                                                • Fixed consoles outsell portable units
                                                                                  • Figure 30: Total console market share (%), by value, 2010
                                                                                • Microsoft leads in volume sales, but Sony equals its value share
                                                                                  • Figure 31: Percentage of next generation fixed console sales in the UK, by volume, 2010
                                                                                  • Figure 32: Percentage of next generation fixed console sales in the UK, by value, 2010
                                                                                  • Figure 33: Percentage of next generation portable console sales in the UK, by volume, 2010
                                                                                  • Figure 34: Percentage of next generation portable console sales in the UK, by value, 2010
                                                                                • Nintendo consoles the most widely-owned in-home
                                                                                  • Figure 35: Consoles owned in the home, 2007-11
                                                                                  • Figure 36: consoles purchased in the last 12 months, 2007-11
                                                                              • Companies and Products

                                                                                • Microsoft
                                                                                  • Sony
                                                                                    • Nintendo
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • Higher adspend pays off for Kinect
                                                                                          • Figure 37: Ad-spend: Microsoft Kinect vs PlayStation Move, by Advertiser, Jun 2010-Jun 2011
                                                                                        • Adspend in general increases into 2011
                                                                                          • Figure 38: Console manufacturer adspend (for consoles and games) in the UK, 2010-11
                                                                                        • Nintendo outspend competitors
                                                                                          • Figure 39: Console and game related adspend for Nintendo, Microsoft and Sony, 2010-11
                                                                                        • TV garners almost 8/10ths of all adspend
                                                                                          • Figure 40: Adspend for consoles and peripherals, by medium, Jan-Sep 2011
                                                                                      • Console Ownership

                                                                                        • Key points
                                                                                          • Two out of three next generation consoles fail to match popularity of old favourite
                                                                                            • Figure 41: Console ownership, July 2011
                                                                                          • Offspring more likely to own Xbox 360
                                                                                            • Figure 42: Next generation console ownership either owned, or have in the home, July 2011
                                                                                          • Ownership trends not encouraging for 3DS
                                                                                            • Young professionals most likely to purchase the PS3
                                                                                              • Figure 43: Consumers who do not currently own a console but who plan to purchase one, by age, July 2011
                                                                                            • Wii still most potentially popular with retirees
                                                                                              • Figure 44: Ownership of consoles, by employment demographic, July 2011
                                                                                              • Figure 45: Consumers who do not own a console but who intend to purchase one, by employment demographic, July 2011
                                                                                            • Multiple console ownership show scope for ‘trade ins’
                                                                                              • Figure 46: Ownership of consoles (side), by ownership of consoles (top), July 2011
                                                                                            • Nintendo devices show greatest popularity across all gamer types
                                                                                              • Figure 47: Fixed console ownership, by player type, July 2011
                                                                                              • Figure 48: Portable console ownership, by player type, July 2011
                                                                                          • Peripheral Ownership

                                                                                            • Key points
                                                                                              • Practical peripherals most popular
                                                                                                • Figure 49: Peripheral ownership, July 2011
                                                                                              • Future purchase trends differ from ownership
                                                                                                • Figure 50: Ownership of peripherals, July 2011
                                                                                                • Figure 51: Consumers who do not currently own, but intend to purchase a peripheral, July 2011
                                                                                              • Peripheral sales potential
                                                                                                • Figure 52: Ownership of peripherals, by those who own headsets and microphones, July 2011
                                                                                            • Play Time

                                                                                              • Key points
                                                                                                • Over half of console owners identify as casual gamers
                                                                                                  • Figure 53: Console owning consumers, by gamer type, July 2011
                                                                                                  • Figure 54: Membership of gaming groups, by age demographic, July 2011
                                                                                                • Income has little influence on gamer type
                                                                                                  • Figure 55: Membership of gaming groups, by employment status, July 2011
                                                                                                  • Figure 56: Membership of gaming groups, by gross annual household income, July 2011
                                                                                              • Activities Performed on a Console

                                                                                                • Key points
                                                                                                  • Console use for non-gaming activity remains steady
                                                                                                    • Figure 57: Activities consumers perform on consoles, July 2011
                                                                                                    • Figure 58: Participation of nongame related activities on consoles in the last 12 months, 2010-11
                                                                                                  • Investment in online gaming networks helps retain core following
                                                                                                    • Figure 59: Participation in online game related activities within the last 12 months, 2010-11
                                                                                                  • Xbox 360 marginally more social console
                                                                                                    • Figure 60: Activities performed on a fixed or portable console in the last 12 months, by PS3 and Xbox 360 ownership, July 2011
                                                                                                  • Demographic trends conform to typical patterns
                                                                                                    • Purchasers of game downloads are console-based social networkers
                                                                                                      • Figure 61: activities performed on a console, by those who buy game downloads, July 2011
                                                                                                  • Important Factors in Purchasing a Console

                                                                                                    • Key points
                                                                                                      • Games still most important factor in console purchases
                                                                                                        • Figure 62: Features desired on a console, July 2011
                                                                                                      • Affluent consumers concerned with newer technology
                                                                                                        • Figure 63: Desire for online gaming facilities, download services or Blu-ray disc/DVD compatibility in a new console, by annual household income, July 2011
                                                                                                      • Widest audience looking for cross-platform machines
                                                                                                      • Attitudes Towards Consoles and Gaming

                                                                                                        • Key points
                                                                                                          • Widest appeal games are lightweight and social
                                                                                                            • Figure 64: Consumer attitudes towards consoles and gaming, July 2011
                                                                                                          • Consumers tempted by money saving deals or offers
                                                                                                            • Tendency to purchase online crosses formats
                                                                                                              • Figure 65: Attitudes towards console gaming, by consumers who purchase a game, television or film download, July 2011
                                                                                                          • Targeting Opportunities

                                                                                                            • Key points
                                                                                                              • Figure 66: Target groups, July 2011
                                                                                                            • Patient Players
                                                                                                              • Key characteristics
                                                                                                                • Who are they?
                                                                                                                  • Marketing message
                                                                                                                    • Cutting Edgers
                                                                                                                      • Key characteristics
                                                                                                                        • Who are they?
                                                                                                                          • Marketing message
                                                                                                                            • The Casually Specifics
                                                                                                                              • Key characteristics
                                                                                                                                • Who are they?
                                                                                                                                  • Marketing message
                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                      • Figure 67: Ownership or purchase of portable and static games consoles in the last 12 months, 2007-11
                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                      • Figure 68: Video game console market forecast, 2006-16
                                                                                                                                      • Figure 69: Best and worst case video game console market forecasts, 2011-16
                                                                                                                                  • Appendix – Console Ownership

                                                                                                                                      • Figure 70: Console ownership, July 2011
                                                                                                                                      • Figure 71: Console ownership, by most frequently owned peripherals, July 2011
                                                                                                                                      • Figure 72: Console ownership, by next most frequently owned peripherals, July 2011
                                                                                                                                      • Figure 73: Console ownership, by peripherals with the highest consumer intent to purchase, July 2011
                                                                                                                                      • Figure 74: Console ownership, by peripherals with the next highest consumer intent to purchase, July 2011
                                                                                                                                      • Figure 75: Console ownership, by time spent playing video games, July 2011
                                                                                                                                      • Figure 76: Desire to purchase consoles, by time spent playing video games, July 2011
                                                                                                                                      • Figure 77: Console ownership by purchase date, by time spent playing video games, July 2011
                                                                                                                                      • Figure 78: Console ownership, by the activities most frequently performed on a console, July 2011
                                                                                                                                      • Figure 79: Console ownership, by activities next most frequently performed on a console, July 2011
                                                                                                                                      • Figure 80: Console ownership, by activities least frequently performed on a console, July 2011
                                                                                                                                      • Figure 81: Console ownership, by most popular important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 82: Console ownership, by next most popular important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 83: Console ownership, by least popular important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 84: Console ownership, by consumer attitudes with the highest response, July 2011
                                                                                                                                      • Figure 85: Console ownership, by consumer attitudes with the next highest response, July 2011
                                                                                                                                      • Figure 86: Console ownership, by consumer attitudes with the least response, July 2011
                                                                                                                                      • Figure 87: PlayStation 2 ownership, by demographics, July 2011
                                                                                                                                      • Figure 88: PlayStation 3 ownership, by demographics, July 2011
                                                                                                                                      • Figure 89: Xbox ownership, by demographics, July 2011
                                                                                                                                      • Figure 90: Xbox 360 ownership, by demographics, July 2011
                                                                                                                                      • Figure 91: Nintendo Wii ownership, by demographics, July 2011
                                                                                                                                      • Figure 92: PSP ownership, by demographics, July 2011
                                                                                                                                      • Figure 93: Nintendo DS or DSi (includes DSi XL) ownership, by demographics, July 2011
                                                                                                                                      • Figure 94: Nintendo 3DS ownership, by demographics, July 2011
                                                                                                                                      • Figure 95: GameBoy ownership, by demographics, July 2011
                                                                                                                                      • Figure 96: Intent to purchase a yet to be released portable console (such as the PS Vita), by demographics, July 2011
                                                                                                                                      • Figure 97: Intent to purchase a non-portable console (such as the Wii U), by demographics, July 2011
                                                                                                                                  • Appendix – Peripheral Ownership

                                                                                                                                      • Figure 98: Peripheral ownership, July 2011
                                                                                                                                      • Figure 99: Peripheral ownership, by peripherals with the highest ownership level, July 2011
                                                                                                                                      • Figure 100: Peripheral ownership, by peripherals with the next highest ownership level, July 2011
                                                                                                                                      • Figure 101: Peripherals which consumers do not own but intend to buy, by the most frequently owned peripherals, July 2011
                                                                                                                                      • Figure 102: Peripherals which consumers do not own but intend to buy, by the next most frequently owned peripherals, July 2011
                                                                                                                                      • Figure 103: Time spent playing video games, by most frequently owned peripherals, July 2011
                                                                                                                                      • Figure 104: Time spent playing video games, by peripherals with the next highest levels of ownership, July 2011
                                                                                                                                      • Figure 105: Time spent playing video games, by the most popular peripherals that are not currently owned, but which consumers intend on purchasing, July 2011
                                                                                                                                      • Figure 106: Time spent playing video games, by the next most popular peripherals that are not currently owned but which consumers intend on purchasing, July 2011
                                                                                                                                      • Figure 107: Activities consumers perform on consoles, by Microsoft Kinect (for Xbox 360) ownership, July 2011
                                                                                                                                      • Figure 108: Activities consumers perform on consoles, by PlayStation Move ownership, July 2011
                                                                                                                                      • Figure 109: Activities consumers perform on consoles, by Nintendo Wii Remote plus ownership, July 2011
                                                                                                                                      • Figure 110: Activities consumers perform on consoles, by Nintendo Wii ‘game enhancers’ ownership, July 2011
                                                                                                                                      • Figure 111: Activities consumers perform on consoles, by dance mat ownership, July 2011
                                                                                                                                      • Figure 112: Activities consumers perform on consoles, by health or fitness aid ownership, July 2011
                                                                                                                                      • Figure 113: Activities consumers perform on consoles, by headset and microphone ownership, July 2011
                                                                                                                                      • Figure 114: Activities consumers perform on consoles, by webcam ownership, July 2011
                                                                                                                                      • Figure 115: Activities consumers perform on consoles, by keyboard ownership, July 2011
                                                                                                                                      • Figure 116: Important factors when purchasing a console, by Microsoft Kinect (for Xbox 360) ownership, July 2011
                                                                                                                                      • Figure 117: Important factors when purchasing a console, by PlayStation Move ownership, July 2011
                                                                                                                                      • Figure 118: Important factors when purchasing a console, by Nintendo Wii Remote plus ownership, July 2011
                                                                                                                                      • Figure 119: Important factors when purchasing a console, by Nintendo Wii ‘game enhancers’ ownership, July 2011
                                                                                                                                      • Figure 120: Important factors when purchasing a console, by dance mat ownership, July 2011
                                                                                                                                      • Figure 121: Important factors when purchasing a console, by health or fitness aid ownership, July 2011
                                                                                                                                      • Figure 122: Important factors when purchasing a console, by headset and microphone ownership, July 2011
                                                                                                                                      • Figure 123: Important factors when purchasing a console, by webcam (for online gaming with consoles) ownership, July 2011
                                                                                                                                      • Figure 124: Important factors when purchasing a console, by keyboard (for online gaming with consoles) ownership, July 2011
                                                                                                                                      • Figure 125: Attitudes towards consoles and gaming, by Microsoft Kinect (for Xbox 360) ownership, July 2011
                                                                                                                                      • Figure 126: Attitudes towards consoles and gaming, by PlayStation Move ownership, July 2011
                                                                                                                                      • Figure 127: Attitudes towards consoles and gaming, by Nintendo Wii Remote plus ownership, July 2011
                                                                                                                                      • Figure 128: Attitudes towards consoles and gaming, by Nintendo Wii ‘game enhancers’ ownership, July 2011
                                                                                                                                      • Figure 129: Attitudes towards consoles and gaming, by dance mat ownership, July 2011
                                                                                                                                      • Figure 130: Attitudes towards consoles and gaming, by health or fitness aid ownership, July 2011
                                                                                                                                      • Figure 131: Attitudes towards consoles and gaming, by headset and microphone ownership, July 2011
                                                                                                                                      • Figure 132: Attitudes towards consoles and gaming, by webcam ownership, July 2011
                                                                                                                                      • Figure 133: Attitudes towards consoles and gaming, by keyboard ownership, July 2011
                                                                                                                                      • Figure 134: Microsoft Kinect (for Xbox 360) ownership, by demographics, July 2011
                                                                                                                                      • Figure 135: PlayStation Move ownership, by demographics, July 2011
                                                                                                                                      • Figure 136: Nintendo Wii Remote Plus ownership, by demographics, July 2011
                                                                                                                                      • Figure 137: Nintendo Wii ‘game enhancers’ ownership, by demographics, July 2011
                                                                                                                                      • Figure 138: Dance mat ownership, by demographics, July 2011
                                                                                                                                      • Figure 139: Health or fitness aid ownership, by demographics, July 2011
                                                                                                                                      • Figure 140: Headset and microphone ownership, by demographics, July 2011
                                                                                                                                      • Figure 141: Webcam ownership, by demographics, July 2011
                                                                                                                                      • Figure 142: Keyboard ownership, by demographics, July 2011
                                                                                                                                  • Appendix – Playtime

                                                                                                                                      • Figure 143: Time spent playing video games, July 2011
                                                                                                                                      • Figure 144: Console ownership, by time spent playing video games, July 2011
                                                                                                                                      • Figure 145: Peripheral ownership, by time spent playing video games, July 2011
                                                                                                                                      • Figure 146: Time spent playing video games, by demographics, July 2011
                                                                                                                                  • Appendix – Activities Performed On A Console

                                                                                                                                      • Figure 147: Activities consumers perform on consoles, July 2011
                                                                                                                                      • Figure 148: Console ownership, by most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 149: Console ownership, by next most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 150: Console ownership, by least frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 151: Peripheral ownership, by most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 152: Peripheral ownership, by next most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 153: Peripheral ownership, by least frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 154: Time spent playing video games, by most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 155: Time spent playing video games, by next most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 156: Time spent playing video games, by least most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 157: Activities consumers perform on consoles, by most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 158: Activities consumers perform on consoles, by next most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 159: Activities consumers perform on consoles, by least frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 160: Important factors when purchasing a console, by most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 161: Important factors when purchasing a console, by next most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 162: Important factors when purchasing a console, by least frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 163: Attitudes towards consoles and gaming, by most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 164: Attitudes towards consoles and gaming, by next most frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 165: Attitudes towards consoles and gaming, by least frequently performed activities on consoles, July 2011
                                                                                                                                      • Figure 166: Most frequently performed activities on consoles, by demographics, July 2011
                                                                                                                                      • Figure 167: Next most frequently performed activities on consoles, by demographics, July 2011
                                                                                                                                      • Figure 168: least frequently performed activities on consoles, by demographics, July 2011
                                                                                                                                  • Appendix – Important Factors when Purchasing a Console

                                                                                                                                      • Figure 169: Important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 170: Console ownership, by most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 171: Console ownership, by next most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 172: Console ownership, by least important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 173: Peripheral ownership, by most Important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 174: Peripheral ownership, by next most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 175: Peripheral ownership, by least important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 176: Time spent playing video games, by most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 177: Time spent playing video games, by next most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 178: Time spent playing video games, by least important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 179: Activities consumers perform on consoles, by most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 180: Activities consumers perform on consoles, by next most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 181: Activities consumers perform on consoles, by least important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 182: Important factors when purchasing a console, by most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 183: Important factors when purchasing a console, by next most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 184: Important factors when purchasing a console, by least important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 185: Attitudes towards consoles and gaming, by most Important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 186: Attitudes towards consoles and gaming, by next most important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 187: Attitudes towards consoles and gaming, by least important factors when purchasing a console, July 2011
                                                                                                                                      • Figure 188: Most important factors when purchasing a console, by demographics, July 2011
                                                                                                                                      • Figure 189: Next most important factors when purchasing a console, by demographics, July 2011
                                                                                                                                      • Figure 190: Least important factors when purchasing a console, by demographics, July 2011
                                                                                                                                  • Appendix – Attitudes Towards Consoles and Gaming

                                                                                                                                      • Figure 191: Attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 192: Console ownership, by most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 193: Console ownership, by next most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 194: Console ownership, by least popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 195: Peripheral ownership, by most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 196: Peripheral ownership, by next most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 197: Peripheral ownership, by least popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 198: Time spent playing video games, by most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 199: Time spent playing video games, by next most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 200: Time spent playing video games, by least popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 201: Activities consumers perform on consoles, by most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 202: Activities consumers perform on consoles, by next most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 203: Activities consumers perform on consoles, by least popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 204: Important factors when purchasing a console, by most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 205: Important factors when purchasing a console, by next most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 206: Important factors when purchasing a console, by least popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 207: Attitudes towards consoles and gaming, by most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 208: Attitudes towards consoles and gaming, by next most popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 209: Attitudes towards consoles and gaming, by least popular attitudes towards consoles and gaming, July 2011
                                                                                                                                      • Figure 210: Most popular attitudes towards consoles and gaming, by demographics, July 2011
                                                                                                                                      • Figure 211: Next most popular attitudes towards consoles and gaming, by demographics, July 2011
                                                                                                                                      • Figure 212: Least popular attitudes towards consoles and gaming, by demographics, July 2011
                                                                                                                                  • Appendix – Targeting Opportunities

                                                                                                                                      • Figure 213: Time spent playing video games, by target groups, July 2011
                                                                                                                                      • Figure 214: Attitudes towards consoles and gaming, by target groups, July 2011
                                                                                                                                      • Figure 215: Target groups, by demographics, July 2011

                                                                                                                                  Companies Covered

                                                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                  • Microsoft Corporation
                                                                                                                                  • Netflix, Inc.
                                                                                                                                  • Nintendo UK Entertainment Ltd
                                                                                                                                  • Sony Computer Entertainment Europe
                                                                                                                                  • YouTube, Inc.

                                                                                                                                  Video Game Consoles and Peripherals - UK - October 2011

                                                                                                                                  £1,750.00 (Excl.Tax)