Nintendo Switch impresses modern gamers

Nintendo’s next generation console drives purchase intent for UK consumers

Ian Smith

London, UK, 14th March 2017: The launch of the Nintendo Switch has grabbed the attention of UK gamers, prompting more than a third (38%) of those aware of the new console to express an interest in purchasing it in the next three months, according to a survey by Harris 24.

The study, which aimed to gauge public awareness and reaction to the launch of Nintendo’s latest games console, found that over half (56%) the population had knowledge of the Switch prior to its launch on 3rd March, with almost three-quarters (73%) of console gamers claiming to have it on their radar.

According to the survey, more than two-thirds (68%) of those aware of the console said its major appeal was that it allows users to continue playing at the point they left off when switching between home TV screen and portable modes. Two-thirds (63%) of the nation now play games on mobile devices, and the portability combined with the gameplay of Switch will appeal to both mobile gamers, as well as home console users, giving it a far wider consumer-base than past Nintendo launches.

Importantly for Nintendo, half of those aware of the Switch (51%) said they will pay close attention to reviews before committing to purchasing the console, with two-fifths (42%) wary that it may not be as good as other consoles on the market.

“The Switch is an exciting new concept in gaming, and the key to its success is whether Nintendo can convert the initial excitement over the console into purchases,” commented Riccardo Imbriano, Research Manager, Media and Entertainment, Harris Interactive. “It will be interesting to see if the console can step up to expectations, and also whether its portable nature means it will appeal to the nation’s growing number of mobile gamers as well as those with existing consoles.”

This survey was conceived, designed, fielded and analysed within a 24-hour period, using Harris 24.

On the survey technique Susan Vidler, Head of Research at Harris Interactive commented, “Harris 24 enables clients to conduct high quality research, cost effectively, at the speed they require. This fast turnaround service has made a real impact on the ability to use the latest, up-to-date research findings to inform key business decisions that need to be made quickly.”

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About Harris

Harris Interactive is a full service, consultative custom market research agency. We are responsive, agile and committed to our clients’ success above all. We have a long history of helping brands succeed and we continuously innovate new means for obtaining insight. We set ourselves apart as we fuse sector expertise and award winning research designs with innovative tools and technology to deliver impactful, actionable insights that keep our clients ahead of what’s next.

Expert in all areas of research design, implementation, analysis, and reporting, Harris Interactive has particular strengths in customer experience, brand and new product development. Working internationally from our offices, our activities in the UK span both business-to-business and consumer markets.

At Harris our legacy, expertise and relationships made us who we are but technology drives our future and speed of delivery allows us to anticipate challenges.



  • Harris 24
  • Nintendo Switch