Gamers Ripe for High-End A/V Systems, Research Shows
Nielsen Research Group and THX find that gamers use surround sound systems, high-end video products.
By Graham McKenna
Filed in: News, Product News, Gaming
12.12.2007 ? I?m going to let you in on a little secret. Gamers like great video, but also great audio too.
That?s right, they have more multi-channel home audio rigs and HDTVs than most CE manufacturers or game developers realize.
Discussions about game rooms and the video game industry in general are not new. Quite the contrary, as the CEA and the editors of CE Pro have been discussing the importance of the $40 billion video games business, as well as their relation to the professional dealer and installer market, for quite some time.
However, until recently, there has been a lack of understanding of how important multi-channel sound, cable connections and HD video are to the average console player.
Earlier this year, Nielsen Research Group (NRG), in partnership with THX Games Director Mark Tuffy and the THX marketing team, set out to learn more about gamer habits.
Several hundred individuals, divided among Xbox 360, Wii and Playstation 3 owners, participated in the study across 20 top U.S. markets.
The criteria was simple: participants had to be at least 18 years old, own a major game console and play at least one hour per week.
The New Entertainment Hub
Ten years ago, game consoles were relegated to the bedroom. It was kids? stuff.
Today, they are front and center. According to the Nielsen study, 40 percent of all American households now have at least one console, and the majority of these are located in a living or family room.
This indicates that game consoles themselves are becoming an entertainment hub not only for playing games, but also for watching movies and listening to music.
In fact, close to half of those surveyed indicated that they use their game consoles to watch movies.
Beyond Gaming:
- 51% of PS3 users watch movies on their consoles, compared to 47% of Xbox 360 users.
- 36% of console owners say home entertainment options are the reasons for a console purchase.
- 54% of Xbox 360 consoles are located in the living room or den, compared to 55% of Wii and 44% of PS3s.
The Importance of Sound
In game development circles, audio is no longer taking a backseat to visual effects.
Game publishers are beginning to realize how important sound elements are to bringing their games to life. Some could argue that surround sound is even more critical in games because sound cues can increase the interactivity.
But do gamers really care about surround sound?
The Nielsen study revealed that more than 54 percent of PS3 and 48 percent of Xbox 360 consoles are currently connected to multi-channel (5.1 or greater), home theater systems.
In fact, more gaming consoles are now connected to surround sound systems than traditional stereo television speakers. This indicates that surround sound has grown in importance among the gaming community and more and more console owners are making the jump to multi-channel systems.
Who are the early adopters? The research shows that PS3 owners are the first to embrace multi-channel audio systems.
PS3 owners tend to be early adopters of many new technologies, followed closely by Xbox 360 owners.
PS3 Owners Drive Adoption
- Only 27% of PS3s are connected to just TV speakers.
- 30% of PS3 owners have at least a 5.1 set-up; 24% have jumped to 7.1.
- 73% PS3 owners who do not currently have a multi-channel system indicated they would be likely to upgrade to a multi-channel set-up.
Video Connectivity
This year, falling HDTV prices along with the increase of Blu-ray, HD-DVD and HD game titles will continue to drive adoption of HD technology among gamers.
The Nielsen data shows that PS3 owners are the most connected to HD displays, followed closely by Xbox 360 and Wii owners. Across all consoles owners, LCD is the HD display technology of choice, followed by plasma display and rear projection TVs.
What about connections? Component cables remain the most widely used for connecting consoles to displays.
However, the availability of HDMI inputs on next generation consoles, like the PS3, will continue to drive HDMI adoption.
- 71% of PS3 consoles were connected to an HD display (either LCD, plasma, front/rear projector).
- 66% of Xbox 360 and 65% of Wii were connected to an HD display.
The Numbers Game
What do all these numbers mean?
The console gamer represents a massive opportunity for all CE manufacturers, dealers and installers. In fact, gamers could be the next generation of audiophiles, replacing the aging vinyl and the original Star Wars crowd.
They could be the driving force behind the move to 7.1 and beyond.
The challenge for the CE industry is getting gamers to realize the impact of high quality home audio and video gear on their overall gaming experience.
Manufacturers, installers and dealers alike will need to create a step-up market from desktop systems and HTiBs to high-end in-walls and feature-rich AVRs as gaming consoles continue to make their way into living rooms.
But, before any of this can happen, the industry must get a better understanding of who and what they are dealing with.
Don?t make generalizations about gamers. Do the research. Understand their behavior.
Realize that video game consoles are not just another component in the rack, but rather a hub for all entertainment content.
Graham McKenna is the Sr. Manager of Global PR for THX Ltd. For more information, visit http://www.thx.com.
