Nearly 1/3 of 360 owners unaware of XBLA

In the first industry research column, part of a series coming to GameDaily.biz, Frank N. Magid Associates look at the current state of online gaming on the Xbox 360 as well as Xbox Live Arcade usage. In an online survey of 1800 U.S. homes, 149 were found to own an Xbox 360. Among these homes, 64% were found to play games online, which isn't terribly surprising given Microsoft's focus on Xbox Live as a differentiating factor between the Xbox 360 and other consoles. Much more interesting are Magid's statistics concerning Xbox Live Arcade. While the survey discovered that 70% of the surveyed homes have used Xbox Live Arcade, only 28% have actually made a purchase. What is really alarming, however, is that a full 30% of those surveyed were completely unaware of Xbox Live Arcade. In other words, nearly a third of those surveyed didn't know that XBLA even existed. If this percentage translates to all 360 owners, then Microsoft has some serious marketing to do.

Then again, we're not too surprised. After all, 60% of PS3 owners don't know that their console has a Blu-Ray drive.

[Via Joystiq]