Friday, March 9th, 2012
In 2011, approximately 1.2 million New Zealanders aged 14+ played video games, according to a nation wide survey of over 12,000 New Zealanders.
Nintendo Wii has the highest growth since the research begun in 2008 and has now taken the lead as of late last year, with 23% of gamers owning a Wii, ahead of  Xbox 360 (22%) and PlayStation 3 (21%).

Console ownership amongst game players

Source: Roy Morgan Single Source n= 12,023, Nov07-Oct08 n=2,727; Nov08-Oct09 n=3,228; Nov09-Oct10 n=3,042 and Nov10 – Oct11 n = 2,968.

Pip Elliott, Client Services Director, Roy Morgan Research, says:
“The Nintendo Wii is owned by more New Zealand gamers than any other console for the first time in the last four years.

“Wii allows gamers to interact wirelessly, using a motion sensor and hand-held device to control the gaming experience.  Since the introduction of Wii, both Sony and Microsoft have released motion-based games.

“With its motion-based game play, the Nintendo Wii appeals to a wider range of gamers, attracting more females and households with children, than Microsoft and Sony do.

“For example, 58% of Wii owners live in households with children under the age of 16, compared to 51% of PlayStation 3 owners and 50% of Xbox 360 owners.

“Furthermore, 44% of Wii owners are female gamers, compared to only 36% of PlayStation 3 owners and 34% of Xbox 360 owners.

“It will be interesting to see how this changes the demographics of game console intenders for both Xbox 360 and PlayStation 3.”

Our range out Gaming Consoles customer profiles includes Game Console Buyers, Game Console Intenders, and Game Console Owners. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


Wii console, New Zealand gamers, Xbox 360, PS3



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