May 30th, 2024, Kineree Shah
Jim Ryan stepped down as PlayStation's CEO in March 2024 after five years at the helm. His tenure, which began in 2019, saw significant improvements for the PlayStation brand among UK adults. During this period, the Index score, (which averages six key metrics (Impression, Quality, Value, Reputation, Recommendation, Satisfaction), jumped by 7.5 points from 19.5 on April 1, 2019, to 27 points on March 31, 2024. This score reflects a blend of metrics that show how well the brand is perceived.
Consideration scores also rose, with more people considering PlayStation for their next purchase, moving from 13.5% to 17.8% (+4.3 points). Purchase Intent, which tracks those most likely to buy a PlayStation, saw an increase from 3.5% to 6.1% (+2.6 points). Additionally, the number of Current Customers, those who already own a PlayStation, went up from 19.3% to 25% (+5.7 points).
Breaking it down by age groups, the improvements were evident across the board. Among the 18-34 age group, the Index score increased from 36.6 to 41.6 (+5 points). For those aged 35-49, it went from 29.4 to 34.6 (+5.2 points). The 50+ age group also saw a rise, with their Index scores climbing from 8.5 to 14 (+5.5 points). Current Customers scores also showed growth: 32.6% to 38.1% for ages 18-34 (+5.5 points), 31% to 34% for ages 35-49, and 8.8% to 11.9% for those 50 and older (+3.1 points).
Under Jim Ryan's leadership, PlayStation's brand in the UK strengthened significantly, making it a more popular choice among consumers of all ages. His tenure clearly had a positive impact, driving the brand forward and increasing its appeal across the board.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. PlayStation’s scores are based on an average daily sample size of 1000 UK adults between April 1, 2019, to March 31, 2024. The figures are based on a 12-week moving average. Learn more about BrandIndex.