PS4 Xbox 1

Even before Microsoft launches its Xbox One on Friday, analysts already are calling Sony’s PlayStation 4 the clear victor in the new console war this year.

Many U.S. holiday shoppers have picked the video game console they plan to buy this season, with 36% of shoppers planning to purchase a Sony-branded device, followed by 27% for an Xbox product, according to Parks Associates.

Sony already has reported selling more than 1 million PS4 consoles in the first 24 hours after its release on Nov. 15.

SEE ALSO: Sony Sells 1 Million PlayStation 4 Consoles in 24 Hours

According to Parks Associates, Nintendo was the third most desired console brand, with the Android-based Ouya rounding out the pack.

Parks Associates isn’t alone.

In a separate report, research firm IHS says the PS4 will sell 2.4 million units by the end of the year, while the Xbox One will move 2.2 million consoles.

The PS4 is also expected to sell 49 million units over the next five years, while it predicts 38 million for the Xbox One during the same frame.

The PS4 costs $399, while the Xbox One is priced at $499.

Parks Associates also found that video game consoles won’t be the most purchased consumer electronics product this holiday. Instead, most consumers will opt for the newest tablets hitting the market.

“Tablets are overall the most-popular CE device this holiday season,” said John Barrett, director, consumer analytics, Parks Associates, although the PS4 and Xbox One consoles will help “get shoppers into the stores, as console shoppers prefer to shop at retail stores versus purchasing online.”

Nearly 50% of console shoppers plan to shop in-person, at a retail store, while 48% of tablet shoppers plan to shop for that device online.”

SEE ALSO: PS4 Review: Sony Evolves, Not Revolutionizes the PlayStation

Parks Associates reports 56% of U.S. broadband households plan to purchase at least one CE device this holiday, and 40% of these households intend to acquire a game console. These households plan to purchase, on average, four devices and spend over $1,000 on CE purchases.

Roughly 15% of all U.S. broadband households plan to purchase both a tablet and a game console, which could create some tension between the categories, Parks Associates said. Shoppers planning to purchase both a tablet and a game console plan to spend roughly $1,400.

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