US: Which factors make gamers prefer certain consoles over others?

YouGov Profiles data shows that over half of all American gamers own video gaming consoles (53%). In this piece we look at the factors that drive gamers’ preferences when it comes to the type or brand of the console.

The selection of games available on a console is the single most important reason gamers buy consoles. Three in ten US gamers indicate that the availability of their favorite titles on a particular system can influence their preference (30%).

In a similar vein, a quarter say that the types of games and in-game content can influence their choice (24%).

A fifth choose a type or brand of console that comes across as being ‘more fun’. The console design, customisations, controllers, and special edition packs could all help manufacturers gain a foothold among gamers that choose consoles based on fun factor. A similar portion of US gamers look at systems with the best graphics (18%) or ones that allow them to play with friends (17%).

Brand loyalty can also be a decisive factor, with about a fifth of American gamers saying one reason for choosing a certain console is that they’ve “always played on that system” (18%).

The ability to “play on the go” is considered by one in seven gamers (15%). A similar portion might opt for a brand simply because their friends play it (14%). Best gaming storylines (14%) and the console’s online capabilities (13%) can also sway decisions.

One in nine gamers might choose one type or brand of console over another because “it is more relaxing” (11%). This might have to do with the types of games available on a system and the design of gaming controllers.

YouGov Profiles shows that a third of US gamers say they are likely to purchase a console in the next six months (33%), including the 14% who say they are very likely. Manufacturers and marketers can use Profiles data to optimise their offerings for potential buyers.

Receive monthly topical insights about the gaming and esports industry, straight to your inbox. Sign up today.

Discover more gaming and esports content here

Want to run your own research? Start building a survey now

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.