PlayStation wins Black Friday among Millenials; Nintendo slides further among GenXers

PS4

It is now well-known that video games are no longer purchased and played exclusively by young people. In fact, recent analyses show that the average video gamer is 31 years old, and about 40% of gamers are over the age of 36. Game developers are acutely aware of these facts. Otherwise, we would not be blessed with perpetual installments of Super Mario, Final Fantasy, Halo, and so on.

 

By contrast, Millennials are widely regarded as picky consumers who place comparatively less emphasis on brand loyalty. They live in the moment and their shopping consideration sets are comparatively more flexible.

 

When presented with a sales promotion, are Millennials more likely to shift their video game buying habits compared to older gamers? Between Microsoft’s Xbox, Sony’s PlayStation, and Nintendo’s Wii, who “won” Black Friday by enticing gamers to their brands?

 

To answer this question, InfoScout established a baseline group of 2,364 people who purchased video game products in October 2015.   We then contrasted their purchases to those of 1,020 Americans who purchased a video game, console or accessory during the 2015 Black Friday promotion period (starting at 6PM on Thanksgiving, and running until the end of day Friday). Gamers in the baseline group of October buyers versus Black Friday buyers were segmented into Millennial (ages 18 – 35) and Middle Age (ages 36 – 55), to compare their dollar spend on Xbox, PlayStation, and Nintendo products.

 

BlackFriday2015_ShareGamingConsoles@2x (1)

 

Based on the evidence above, Sony PlayStation clearly “won” Black Friday 2015 among Millennials, stealing 7 percentage points of market share directly from the Microsoft Xbox.  Millennials are notoriously fickle, and Sony clearly took advantage at Microsoft’s expense.  By contrast, Middle Aged video game buyers’ preferences only changed slightly (away from Nintendo) during the Black Friday shopping spree, with Xbox capturing a slightly higher share of those gamers’ wallets than PlayStation.

 

About the Data

More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 250,000 receipts reported from shopping trips on Thanksgiving night and Black Friday were analyzed to support the real-time insights above. For further information, please contact press@infoscoutinc.com

Samsung, PS4 and iPad Win with Consumers at Sam’s Club pre-Black Friday Sale

On Saturday, November 14th, Sam’s Club held its first sale of the holiday shopping season. An early ‘leak‘ of the day’s deals had delighted shoppers taking to online forums to debate which ones were the best. With 4,272 Sam’s Club shopping receipts from Saturday’s sale submitted to InfoScout through our nationally representative panel of over 300,000 Americans, we decided to tally the votes based on which deals shoppers actually bought.

 

 

The most outstanding performance goes to Samsung which sold 1.5-times as many TV’s as its nearest competitor: Vizio. Samsung led the charge with a ‘sound bar bundle’ that seemed to resonate a lot with consumers. We’ve previously seen the effectiveness of this ‘bundling’ technique being used for game console sales.

 

Speaking of bundles and games, the PlayStation 4 bundle with the ‘Uncharted: The Nathan Series Collection’ game sold more than three times as many consoles as the Xbox One bundle which included an extra controller.

 

Apple’s iPad Air 2 edged HP Notebooks by a 3-to-2 margin within the converging category of laptops and tablets. The iPad Mini, by contrast, barely even registered in comparison.

 

The real winner here was Sam’s Club which saw a significant increase in shopping trips and gained a 4% in its share of wallet among known Sam’s Club shoppers when compared to the same Saturday one-year ago. To find out if Sam’s Club just shifted sales a bit earlier in the season versus actually increasing their overall share of the Christmas shopping season, stay tuned for our real-time coverage of Black Friday and Cyber Monday.

Press contact for additional insights or data to support custom stories: CJ Acosta cjacosta@infoscoutinc.com

Client contact for real-time insights throughout the holiday shopping season: Ben Ahn ben@infoscoutinc.com

Black Friday Console War

Note this is for Black Friday 2013, click here to go to the 2014 post.

Which gaming console took over living rooms this Black Friday… the newly hyped PS4, Xbox One, or Wii U? Or, would the incumbent PS3, Xbox 360, and Nintendo Wii consoles hold their ground?

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Both Xbox consoles dominated sales on Friday, jointly accounting for 61% of the console market. Their success can be largely attributed to limited availability of the PS4 in addition to Walmart discounting the Xbox 360 down to $99 for Black Friday.

The majority of console consumers were in the giving mood on Friday as 80% purchased the item as a gift, though 10% of those admitted it would likely get pulled out from under the tree before Christmas.

Of users that purchased a console, 85% reported they plan to purchase 2+ video games during the holiday period. In fact, consumer spending on console games surpassed spending on consoles themselves this Black Friday.

Black Friday - Top Games
Here’s what consumers had to say about the gaming consoles…

PlayStation 4

“Too much hype when Sony doesn’t produce enough”

“Expensive. Games are expensive.”

“It’s too high tech none if the older ps games will work with it and everything is way to expensive I think it’s more for the adults.”

“My oldest child wanted a playstation I have no opinion.”

Xbox One

“It’s the only system that has the game my kids want. I’m not happy about it.”

“Waiting to see the first ‘Must have game'”

Xbox 360

“I think its a great system, with the Kinect, the family can get up and move around”

Nintendo Wii

“Fun for kids and families. Love the old school games that you can download”

“Older technology, so less expensive”
Data methodology:
Of over 102k shopping receipts tracked by InfoScout on Black Friday, slightly over 1,500 included purchases of a gaming console or console game. The data includes purchases at all major retailers carrying electronics including Walmart, Target, Best Buy, GameStop, RadioShack, and others. For more information related to our data and panel representation, visit our data page.