September NPD - Slight YoY increase reported, second best September since '07
According to just-released NPD figures, September saw a "modest increase" YoY between September '08 and September '09. In fact, last month was the second bestselling September in the US since 2007, which was so high thanks to the release of Halo 3.
"The industry managed a modest increase over September 2008, and generated the second bestselling September on record after 2007 when Halo 3 released and sold over 3 million copies that month," said NPD's Anita Frazier.
"On a unit sales basis, the industry was flat. The increase in revenues is driven by a rise in average retail prices in all categories with the exception of console hardware in which the average retail price decreased 8% from last September.
"Across all categories, the Xbox 360 platform contributed the most to industry unit and dollar sales as sales of 360 hardware, software and accessories comprised 32% of the month's revenues.
"All three console manufacturers enjoyed the impact of lower prices on unit sales as the PS3, Wii, and Xbox 360 realized an increase over August of 87%, 33%, and 31% respectively, on an average sales per week basis (keeping in mind September was a 5-week month compared to 4-weeks in August)."
The full note is after the break.
The industry managed a modest increase over September 2008, and generated the second bestselling September on record after 2007 when Halo 3 released and sold over 3 million copies that month.
On a unit sales basis, the industry was flat. The increase in revenues is driven by a rise in average retail prices in all categories with the exception of console hardware in which the average retail price decreased 8% from last September.
Across all categories, the Xbox 360 platform contributed the most to industry unit and dollar sales as sales of 360 hardware, software and accessories comprised 32% of the month's revenues.
All three console manufacturers enjoyed the impact of lower prices on unit sales as the PS3, Wii, and Xbox 360 realized an increase over August of 87%, 33%, and 31% respectively, on an average sales per week basis (keeping in mind September was a 5-week month compared to 4-weeks in August).
Compared to last September, the PS3 was the big winner, more than doubling last year's sales. This portrays a very strong consumer reaction to the price decrease as August and September both realized a lift of more than 70% over the prior month. This is the first month that the PS3 has captured the top spot in console hardware sales.
The best-selling platform overall remained the Nintendo DS which has topped hardware sales for 6 consecutive months.
Halo 3 certainly impacted the industry two years ago (Sep'07) when it was launched, and this year, Halo 3: ODST realized impressive sales making it the 6th best-selling SKU launch of all time. Five of the top 10 software items for the month were on the Xbox 360 platform.
We know all eyes are going to be on the Rock Band and Guitar Hero sales since the music/dance genre has been so closely followed by many this year. Both titles captured a spot in the top 10 for the month and at the item level, across all platforms, The Beatles: Rock Band came in third behind Halo 3: ODST and Madden NFL 10 while Guitar Hero 5 came in fourth. The Beatles: Rock Band achieved this level of success with an average retail price premium of 130% to the average retail price for software overall. The sales of Rock Band and Guitar Hero led the music/dance genre to a 72% dollar sales increase over September 2008.
Madden NFL 10 made up some ground this month. Although when launched in August the game sold 19% fewer units than its predecessor a year prior, with a second month of sales in, that deficit has been reduced to 13%, which bodes very well for the title through the holiday season.
The Wii Motion Plus captured the top spot for accessory sales this month, while Wii Remote Controller was the second best-selling item in terms of units, but generated the most dollar sales in the accessories category. Accessories for the 360 platform accounted for five of the top-10 accessory items for the month.