The target demographic for most games companies in the past has been fairly simple - 18 to 34 year old single, white male. In other words, developers have been writing games for themselves in the past, as this demographic has been thought to make up the majority of the market. The new survey however suggests that the majority of console owners are actually women.
A massive 44 percent of women in the survey said that they owned a games console right now, compared to only 39percent of men. A lot of this is being put down to the Nintendo Wii by industry analysts.
"The Wii has really caused a democratization of gaming, because that has opened it up to all generations and both genders," said Ann Mack, director of trendspotting for JWT.