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Study Finds Wii Leading Consumer Brand Perception
by Brandon Boyer
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December 12, 2006
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Toronto-headquartered research firm BrandIntel has released the latest in its weekly next-gen tracker studies finding the Wii seeing more competition from the Xbox 360 for positive sentiment.
The tracker bases its 'sentiment averages' based on a number of discussion criteria such as general appeal, purchase intent, and brand image to get an overall look of consumer perceptions of each individual next-gen console.
According to BrandIntel, perceptions of the Wii have 'cooled' somewhat due to availability shortages, but the company says, it continues to be in the overall top discussion position due to its low cost and revolutionary controls.
As such, the purchase intent for the Wii alone is generating as much discussion as the other two consoles combined. BrandIntel also adds that the drop in discussion share could be because of 'unimproved sentiments for graphics,' as well as the availability issue.
Microsoft's Xbox 360 maintains a solid overall number two share in consumer perception, despite the launches of its next-gen competitors, maintaining above average sentiment scores in 70% of BrandIntel's criteria. It is, of course, leading by far in availability, with both the PS3 and Wii in short supply. The company has also found it alone covers 45% of all online-gaming related discussion, with 75% approval of its online features. Its current software lineup and graphic abilities also hold it steady against the competition.
Finally, Sony's PS3 trails the other two consoles, as it struggles, says BrandIntel, to reverse negative perceptions, scoring below average in all of the analyst's criteria.
While its graphics show the highest rate of positive discussion for the console - despite slightly trailing the Xbox 360 - and its processor ranks above average, overall perceptions are tarnished by its low availability, and especially by its price/value ratio. "Discussion of the Cell Processor and graphics, says BrandIntel, "may be the key to changing consumer perceptions in the future as it currently represents its strengths."
The full findings of BrandIntel's study can be seen via its website.
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