Video-Game Penetration Grows.

Roughly 36 million households in the United States own a video-game console; this is up from approximately 34 million a year ago, according to the Yankee Group’s recently completed Technologically Advanced Family (TAF) Survey.

The survey results indicate that while a significant portion of next-generation video-game console sales is coming from households upgrading their video-game platform, the market is slowly continuing to expand. Families with children represent the lion’s share of video-game system owners, with more than 80% of households surveyed with children ages 13 to 17 already owning at least one video-game system. On average, video-game households own 1.4 consoles per household.

“The results signal that while the industry is clearly a mature one, there is still room for growth,” said Steve Vonder Haar, director of the Yankee Group’s Media & Entertainment Strategies practice. “Console manufacturers are hoping that by transforming the console from a stand-alone video-game system into a home entertainment system, they will be able to jump-start console growth beyond its current 1% to 2% per year.”

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