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Click here to purchase detailed Roy Morgan Target Profiles available for Game Consoles & Hand-held Gaming Devices in New Zealand

The latest Roy Morgan Games Console data shows that 18.7% of New Zealanders aged 14+ (649,000 people) live in a household with a next generation games console.  PlayStation 3 leads with 7.9% of New Zealanders (275,000) having one in their household. Xbox 360 has 7.6% (264,000) while Wii has 6.5% of New Zealanders (223, 000).

Percentage of people 14+ whose household owns a Next Generation Games Console

Source: Roy Morgan Single Source (New Zealand): February 2010 — April 2010. n =2,772.

Andrew Braun, Industry Director Mobile, Internet & Technology, Roy Morgan Research, says:

“Sony PlayStation 3 leads the market in New Zealand followed by the Microsoft Xbox 360 and Nintendo Wii. This is very different to the Australian market where the Nintendo dominates with 19.3% of Australians 14+ having a Nintendo Wii in their household, well ahead of second placed Xbox 360 with 8.7%.

“Microsoft and Sony both announced products directly competing with the Nintendo Wii motion sensing device at the Electronic Entertainment Expo held in Los Angeles in June this year. Sony announced the impending release of the PlayStation Move motion sensor and Microsoft announced the November release of Kinect, which is a motion and voice command sensor that does not require any hand held controller.

“It will be interesting to see how consumers take up these new devices and the impact they will have on the respective market shares of these companies.

“Also of note, Roy Morgan Single Source data indicates that while Sony PlayStation has more male owners than female owners, Nintendo Wii and Xbox 360 owners are more likely to be female.  Moreover next generation game console owners are more likely to be a mobile internet user, agreeing with the statement ‘I need a mobile phone to access the internet.’”

Click here to purchase detailed Roy Morgan Target Profiles available for games consoles and hand held gaming devices owned within the household, bought in the last 12 months and intend to buy in the next 12 months.

These profiles provide a broad understanding of the target audience in terms of demographics, attitudes, activities and media usage in New Zealand. The same information is also available in Australia.

http://www.roymorganonlinestore.com/Browse/New-Zealand/Technology/Game-Consoles.aspx

For comments or further detail, please contact:

Glenda Wynyard, Business Development Consultant

Email: Glenda.Wynyard@roymorgan.com

Telephone: +64 9 912 7032

Andrew Braun, Industry Director Mobile Internet and Technology

Email: Andrew.Braun@roymorgan.com

Telephone: +61 (3) 9224 5116

About Roy Morgan Research

These findings are derived from Roy Morgan Research Single Source data. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has more than 65 years’ experiences in collecting objective, independent information on consumers.

Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size	Percentage Estimate
	40%-60%	25% or 75%	10% or 90%	5% or 95%
1,000	±3.0	±2.7	±1.9	±1.4
2,500	±1.9	±1.7	±1.2	±0.9

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