www.toynews-online.biz Video Games
70 60 50 40 30 20 10 0
62% 60% 46% 46% Total 31% 32%
Boy Girl
15% 18% 11% 7% 10% 4%
I don’t own any that are too old for me
My Parents buy them for me
Another family member buys them
WHICH CONSOLE DO YOU OWN AT THE MOMENT?
second most popular console (owned by 41 per cent), followed by the PlayStation 3 (28 per cent). The PS3 is the console of choice for older children, being owned by 35 per cent of 12 to 13 year olds compared with 21 per cent of eight to nine year olds. One per cent of the children surveyed didn’t have access to a games console. For this study children were asked about consoles from Nintendo, Microsoft and Sony. The bad news for retailers is that the majority of children (61 per cent) aren’t expecting to get a new console this year. Those that do, have their eyes on the WiiU, with 12 per cent expecting to have Nintendo’s new console before the end of the year. 11 per cent expect to pick up a 3DS in that time and only four per cent will get a Wii, probably because they’ve already got one. Despite the launch of the Playstation Vita, only eight per of children expect to get one this year.
100 90 80 70 60 50 40 30 20 10 0
81% 79% 83% 80% 76% 73% 3% 4% 1%
I buy them myself A friend buys them for me
RESEARCH DUBIT 21
For this issue, Dubit chatted to kids about video games and consoles…
IF YOU OWN ONE OR MORE GAMES WITH AN AGE RATING OLDER THAN YOU, HOW DO YOU USUALLY GET THEM?
Total 48% 41% 35% 28% 34% 30% 22% 25% 20% 15% 16% 15% 1% 0% 1% Wii DS (not 3DS) Xbox 360
70 60 50 40 30 20 10 0
WHICH OF THESE GAMES HAVE YOU PLAYED? 66%
20% Playstation 3 PSP (all variations) 3DS Total
Don’t own or have access to any console
Boy Girl
8-9
10-11
12-13
50% 42% 40% 34% 30% 29% 23% 19% 16% 14% 7% 14% 11% 36% 32% 29% 26% 22% 19% 12% 14% 16% 12% 5% None
Modern Warfare
Grand Theft Auto
Halo Assassins Creed
Batman Arkham City/
Asylum
Dubit is a specialist youth research agency and digital development studio. By utilising a deep understanding of young people’s motivations and behaviours, Dubit works with brand owners worldwide to create digital experiences that children love. Phone: 0113 394 7920 Email –
research@dubitlimited.com
MARCH 2012 5%
Battlefield Gears of War
16% 14% 11% 6% 13% 14% 9% 11% 6% 12% 9% 8% 6%
Red Dead Saints Row
Street Fighter 4 8% 10%9% 6%
Mortal Kombat
6% 7%6% 6% 4% 7%6% 4% Resistance LA Noir 34% 27%
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