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NPD: 26 Percent Of Kids Own A Game Console

Tom Ivan's picture

By Tom Ivan

June 9, 2009

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New research by the NPD Group has found that 26 percent of US children aged 4-14 own game consoles.

Data was collected in April from 3,212 online survey participants above the age of 23 with children aged 4-14.

“The activity which drives two of the three most-used consumer electronics devices, computers and videogame console systems, is gaming,” said NPD analyst Anita Frazier.

Recently the Entertainment Software Association said that 68 percent of American households play videogames, and that 42 percent of US homes have a game console.

kingheff1's picture
On June 10th kingheff1 said:

I'm guessing the keyword here is ownership, rather than having access to a shared "family console".

AaronMC's picture
On June 10th AaronMC said:

I'm not sure, but I remember studies going back years that showed almost identical market penetration. If anything, I think the 4-14 demographic's numbers are lower than past research.

The percentage of households with a video game system is way up, though. I remember when Nintendo was talking up the Wii/Revolution, they highlighted the 33-ish% percentage of households with a video game system that hadn't changed since the days of the original Nintendo.

I'd like to see a breakdown of usage, because on its face, the Wii has actually done what Nintendo said it would do: expand the market to previous non-gamers.

Jack_'s picture
On June 10th Jack_ said:

Only 26%? Poor kids!