According to a study of consumers age 8-24, the Wii was the top brand among gaming devices, surpassing the PS3 and Nintendo DS. This result gives the system the Video Gaming Platform Brand of the Year, according to the 2012 Harris Poll Youth EquiTrend study by Harris Interactive, despite down sales for the system as a whole.
“For video gaming to have the highest equity scores compared to all other tech categories, and Wii the highest within the category, implies that Wii has serious potential to stretch into other products,” said Jeni Lee Chapman, Executive Vice President and leader of Harris’ Brand and Communication Consulting group. “Just as Apple entered the hearts and minds of consumers through music with iTunes and the iPod, Nintendo has entered into youth’s heart with their video gaming platform. One day we may be saying, ‘move over Apple, here comes Wii.'”
While Wii is tops among gaming devices, Apple leads Computer, Mobile Phone, and Computer Tablet among consumers age 13-24. The Youth EquiTrend study evaluates measures of Equity, Emotional Connection, and Brand Advocacy.
“Within personal electronic brands, these findings clearly show that among teens and young adults, it’s Apple’s world. We’re all just along for the ride,” said Regina A. Corso, Senior Vice President for Youth and Education Research at Harris Interactive. “With each new Apple generation and gadget, competitors are playing catch-up and youth are ready to leap on board. iPad is a great example of a new Apple product dominating its industry””the tablet already has the largest equity lead over competitors than either of its sister brands.”
