Retail market
share of video games hardware by type, 1998–2007
Data on portable or handheld devices became
available as a separate category in 2001, including the original 8-bit
as well as the newer 32-bit portables. Nintendo’s Game Boy Advance,
the first of the 32-bit handheld consoles, was launched in Australia
in June 2001. Nintendo and Sony both launched new handheld systems in
2005, the DS and PSP respectively. In particular, the PSP has broader
camera and music features.
At the other end of the hardware capacity spectrum
are the stationary consoles using advanced computer technology to enhance
the experience of gaming. Sony launched their Playstation 2 in Australia
in 2000; this was followed by Microsoft’s Xbox, and Nintendo’s
GameCube in 2002. In 2006, Microsoft and Nintendo both launched new
consoles, with Microsoft’s Xbox 360 released at the start of the
year and Nintendo’s Wii shortly before Christmas. Sony’s
PlayStation 3 was released in March 2007.
Handheld devices or portable consoles comprised
44 per cent of the market in 2007 in terms of units sold, and 27 per
cent in terms of sales value. Sales of ‘next-gen’ (Playstation
3, Xbox 360 and Wii) totalled 37 per cent of units and 62 per cent of
value. Sales of the superseded 128-bit consoles made up 19 per cent
of units and 10 per cent of value.
Next update March 2009
Market
share (units sold)
8-bit
16-bit
32-bit
64-bit
128-bit
Next gen1
Portable consoles2
1998
23%
2%
49%
25%
n.a.
n.a.
n.a.3
1999
32%
1%
48%
16%
3%
n.a.
n.a.3
2000
45%
<1%
38%
10%
6%
n.a.
n.a.3
2001
<1%
<1%
29%
4%
29%
n.a.
38%
2002
–
<1%
9%
<1%
71%
n.a.
19%
2003
2%
–
3%
–
72%
n.a.
23%
2004
–
–
1%
–
73%
n.a.
26%
2005
–
–
–
–
51%
n.a.
49%
2006
–
–
–
–
32%
20%
48%
2007
–
–
–
–
19%
37%
44%
Market
share (value of sales)
8-bit
16-bit
32-bit
64-bit
128-bit
Next gen1
Portable consoles2
1998
14%
<1%
57%
29%
n.a.
n.a.
n.a.3
1999
25%
<1%
57%
17%
1%
n.a.
n.a.3
2000
28%
<1%
38%
9%
25%
n.a.
n.a.3
2001
<1%
<1%
18%
2%
61%
n.a.
20%
2002
–
<1%
4%
<1%
87%
n.a.
9%
2003
–
–
1%
–
85%
n.a.
14%
2004
–
–
–
–
83%
n.a.
17%
2005
–
–
–
–
53%
n.a.
47%
2006
–
–
–
–
23%
40%
37%
2007
–
–
–
–
10%
62%
27%
Source: GfK Marketing Services.
Notes:
1. Due to changing terminology in the gaming industry, ‘bit’
is no longer used when talking about the new consoles. ‘Next gen’
includes Nintendo Wii, Xbox 360 and, from 2007, Playstation 3.
2. Separate category since 2001 only; includes both 8-bit and 32-bit
devices.
3. Included in 8-bit category.
INTERACTIVE MEDIA 
