Countdown to Xbox One: The truth behind next-gen demand

Christopher Dring
Countdown to Xbox One: The truth behind next-gen demand

Pre-orders are sky high, but the latest data from Kantar Worldpanel reveals that the number of consumers eyeing Xbox One and PS4 is significantly higher.

MCV takes a closer look

Over the summer, consumer research firm Kantar Worldpanel asked thousands of people about their intention to purchase Xbox One or PlayStation 4.

Out of its panel, only 4.3 per cent were interested in Xbox One, while 7.4 per cent expressed their intention to buy a PS4 (note, this data was compiled before Microsoft bundled FIFA 14 with its Xbox One pre-orders).

But the most fascinating statistic is that out of all those people who want to go next-gen, only 14 per cent have pre-ordered a console. That means there is a huge addressable audience (86 per cent) of undecided consumers, which highlights the true potential of these new consoles.

For those that have pre-ordered, GAME is the No.1 retailer with 23.8 per cent pre-ordering from its stores and a further 16.8 per cent ordering via GAME.co.uk.

Amazon is a close second, with 32.9 per cent of next-gen pre-orders. Supermarkets have started accepting pre-orders, accounting for 7.8 per cent of next-gen orders.

For customers that pre-order, the most important thing is to get their consoles on launch day, with 42.5 per cent of those surveyed that was one of the reasons they selected their store. Best price also factors quite highly, along with ‘because it’s my favourite games retailer’.

In contrast, customers that have not pre-ordered will choose based on who is offering the best price or the best bundles. Extras, such as clubcard points, are also a compelling reason for any consumers yet to put down money for a PS4 or Xbox One.

 

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Tags: Retail , data , Next-gen , Kantar Worldpanel

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