Unveiling gamers' choice – What matters most in console brand selection?
October 13th, 2023, Kineree Shah

Unveiling gamers' choice – What matters most in console brand selection?

When it comes to what makes a brand a consumer favorite, there are a wide range of factors – both conscious and unconscious. This study looks at the preference of gamers across six markets and asks them what factor they believe is the most influential in making a particular console-maker their favorite. By understanding what primarily drives brand loyalty and preference in these markets, the survey reveals some surprising and some expected trends.


Nearly one in five Australian consumers cite functionality and value for money as the most influential factor (19% and 18% respectively). The notion of brand status is also important here, influencing 15% of gamers while nearly one in 10 consider durability important (9%). However, a striking feature in the Australian market is that over one-fifth of consumers (21%) state they don’t have a favorite brand in this category. 


For Indian gamers, functionality takes the lead, with over a quarter (26%) considering it the most influential factor. About one-fifth prioritise value for money (18%). Notably, design language and aesthetics stand out more prominently in India than in some of the other surveyed markets, with 15% of respondents deeming it vital. However, only 4% say they don't have a brand preference, displaying a strong brand allegiance in the Indian market.


Coming to UAE, value for money (24%) and functionality (20%) emerge as top factors. However, it's interesting to observe that durability is more significant here than in most other markets, influencing nearly one in five consumers (18%). Only 3% of gamers here say they don’t have a favorite brand.


Swedish gamers are quite the opposite. While functionality is crucial for 16%, a striking one-third (32%) of gamers say they don’t have a favorite gaming console brand. Value for money and durability both influence fewer consumers here, affecting only 12% and 9%, respectively.

Great Britain

As for the British market, functionality dominates, influencing over one-third (35%) of gamers. It’s followed distantly by value for money at 15%. Similar to the trend seen in Sweden, nearly a quarter of British gamers (24%) don’t express allegiance to any specific gaming brand.


In the US, functionality and value for money tie, each influencing one-fifth of gamers (21%). The durability of the brand's products is essential for one in ten. One in five American gamers say they don't have a preferred brand (19%).

Across most surveyed markets, functionality emerges as a considerable influence of brand preference, closely followed, or paralleled by value for money. Interestingly, in markets like Sweden and Britain, a considerable portion of consumers remains brand agnostic, not expressing a distinct favorite. On the flip side, markets like India show a strong inclination towards brand loyalty, with a small percentage not choosing a favorite. Factors like design language in India and durability in the UAE also present intriguing, localized trends that brands may want to consider in their marketing strategies.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 127 and 375 for each market. All surveys were conducted online in August 2023. Data from each market uses a nationally representative sample apart from India, which use urban representative samples. Learn more about YouGov Surveys: Serviced.