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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.

Gaming and A/V
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.

Source: THX Gaming Study, The Nielsen Company, 2007

Source: THX Gaming Study, The Nielsen Company, 2007

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Article Topics

News · Product News · Gaming · All topics

9 Comments (displayed in order by date/time)

Posted by Brad  on  12/12  at  01:18 PM

Hey Sony… bitstream audio on the PS3!  Infra-red remote wouldn’t hurt either!

Posted by Brad  on  12/12  at  01:20 PM

Uh….I meant to say, give “us” bitstream audio on the PS3!

Posted by Irfan  on  12/12  at  05:07 PM

Doesnt HD front projetor, HD rear projector and HD DLP have some overlap in there? 

i cant believe DLP would only be 2%.

Posted by Andy Anonymous  on  12/12  at  06:01 PM

I think this article has got it backwards. I believe the truth is that early adopters of high-end home theater are more likely to choose the PS3, not the other way around. And that is because such people tend to be more worried about the specs of the console than the actual library of games it offers.

Posted by SayWhat  on  12/21  at  03:12 PM

How EXACTLY can you take these results when they claim 14% of Wii owners use it to watch movies…Ummm, what?

Posted by razerangel  on  12/21  at  03:53 PM

correct me if im wrong but doesnt the ps3 support Bitstream audio since one of the firmware updates?

Posted by Steve Harbor  on  12/26  at  10:10 AM

How EXACTLY can you take these results when they claim 14% of Wii owners use it to watch movies…Ummm, what?

LOL, good point. So basically people were answering based on what they wished they could do, I guess?

correct me if im wrong but doesnt the ps3 support Bitstream audio since one of the firmware updates?

That’s listed in the options menu now, yup.

Posted by Joel B Smith  on  04/28  at  07:43 AM

What is THX? (something tells me it’s a dumb question:D)

Posted by Lee Distad  on  04/28  at  12:22 PM

And you would be correct, Joel!  smile

But don’t worry, we’re all here to learn new stuff.

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