Nintendo Releases Consumer Strategy & Results

Nintendo released its Nintendo Entertainment System (NES) back in October of 1985 in New York. This trial market proved successful, especially among the target market of boys ranging in ages from 8 to 14.

Over the past two months an independent research firm followed up with 200 purchasers of the NES and the results were pretty spectacular. On a rating from 1 to 10 (1 being the worst and 10 being the best), when asked how satisfied they are with the NES adults gave an average score of 8.65 out of 10. Kids from ages 7 to 11 rated it the highest with 9.44 out of 10 and Teens gave it an equally solid 9.43 out of 10.

When asked if owners of the system had recommended the NES to friends or neighbors the results were equally positive. 89% of adults, 83% of kids and a whopping 95% of teens responded that they had suggested the NES to others. The all-important teen segment can make or break a product, so this is a good sign that perhaps Nintendo will be able to rekindle the love for video games after other companies scorched the landscape a few years back.

As for the main reasons for buying the NES are concerned, it looks like 26% of the reason was that the child asked for it. 16% was because it was new or unique. 12% said it was because of the quality of graphics. Diving into the main reason the child asked for the NES, the biggest factor was R.O.B. the robot with 19%. The variety of Game Paks and the quality of graphics tied for second at 17%.

NES Research
Credit: Steve Lin

Ignoring the limited availability of the system itself, if you’re thinking about purchasing the NES, what’s the biggest factor for you? I know I was immediately drawn to the improved graphics and variety of titles at launch. Looking overseas at the Japanese landscape of games gives me hope that hundreds of games could eventually make their way over here. Let’s hope the national launch goes well and that Nintendo can revitalize the industry.

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