Percentage of people 14+ who live in a household with a next generation games console


Source: Roy Morgan Single Source (Australia): April 2009 – March 2010. n = 18,929.


These findings are important considering the latest announcements at the June 2010 International E3 gaming expo in Los Angeles, where both Sony and Microsoft announced direct competition to the Nintendo Wii motion sensing device:

• Sony announced the impending release of the PlayStation Move motion sensor;

• Microsoft announced the November (US) release of Kinect – a motion and voice command sensor that does not require any hand held controller.


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

“Over the last few years, the Wii has attained greater penetration due to its motion based game play than Microsoft and Sony combined. Wii allows gamers to interact wirelessly, using a motion sensor and hand held device to control the gaming experience. This week Sony announced the launch of its motion based gaming development the Sony Move, which appears to be based on similar technology to the Wii. Microsoft unveiled Kinect, which takes motion based gaming to a new level by removing the need for a hand controller as game play is based solely on body movement and voice commands.

“All three manufacturers will be keen to see the take up of these new devices and the impact on Nintendo Wii’s market share.”


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 Australia.


For more details contact:

info@roymorganonlinestore.com