MBLM published a study concluding that Millennials' preferred console brand is not the same as that of Gen Z. According to the company, consumers born between 1981 and 1996 prefer PlayStation, while the generation of players that was born between 1995 and 2012 he likes Xbox better.
The "Brand Intimacy Study" is the result of analyzing a set of data collected over the past decade and presents us with a set of curious results. The second is the fact that respondents refer to the gaming ecosystems of Sony and Microsoft with the names of the brands that title them, which demonstrates how cemented they are in this sector.
In the top 10 of the Millennials, other names from the technological industry stand out, such as the case of Amazon, Apple, YouTube and Nintendo, but the PlayStation that leads the list. "In our studies, PlayStation has proved to be a strong brand among millennials and in 2020 it managed to reach the top. As we saw in 2019, this generation develops strong ties with brands in the media space and in the entertainment industry. The combination of the esports phenomenon and the impact of hardware platforms have elevated PlayStation rankings. Surprisingly, more than 50% of millennials in our survey have some intimacy with the brand, "writes MBLM in a statement (via IGN).
Despite the rise of PlayStation among millennials, the study's author explains that Gen Z's preference for Xbox may be justified by the PC's popularity among young people. MBLM believes that gaming on Windows is confused with the brand of the Microsoft console, since the technology itself has done to add more and more territory of video games under the Xbox brand. The success of Minecraft and Fortnite, for example, contributes to this.
The full MBLM report will be released later this week, on February 14th. Note that, in order to prepare the "Brand Intimacy Study 2020", the responsible team analyzed responses from 6,200 consumers and 56,000 brand evaluations from 15 different industries in the USA, Mexico and United Arab Emirates.