Percentage of Australian people 14+ who live in a household that owns a hand held games console


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


Nintendo dominates the handheld games market and in 2011 is planning to release its new handheld console, Nintendo 3DS, which was officially announced at the Electronic Entertainment Expo in Los Angeles June 2010. Similarly Sony announced over 70 new games title for PSP by the end of this year.


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

“It is interesting to note that Nintendo’s strength is coming from households with children under 16 years old. Further analysis shows that people in households with children aged 6-11 are roughly 3 times more likely than the average Australian  to have a Nintendo DS. On the other hand Sony PSP’s market tends to be a little older. This could be due to a number of factors, including the higher price for the PSP.

“It will be interesting to see whether Nintendo maintains a similar price for the 3DS as it does for the DS models, and how price and cutting-edge technology will impact Nintendo’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.

Target Profiles are also available for mobile phone handset users for nine brands of phone. 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