Super Mario offers Nintendo a super Christmas

Nintendo

Nintendo can look forward to strong trading in the run up to Christmas, if their average November BrandIndex scores are anything to go by. The Wii and the DS comfortably outscore Sony's PS3 and PSP models, as well as Microsoft's XBox 360. BrandIndex scores are calculated across seven measures of a brand's strength, and provide a powerful insight into exactly how consumers relate to a brand. A pan-European YouGov poll released this week has also found that Mario is the most popular videogame character ever.

Nintendo's strength lies in its appeal beyond the traditional young, male videogame demographic, and the success of products such as Wii Fit, as consumers become more fitness-conscious. Many traditionally gender-specific brands have attempted to move beyond their core demographic, but this run the risk of alienating their keenest supporters. The BrandIndex scores suggest Nintendo has been successful in this gamble.

BrandIndex scores

Salary predictions

Looking to the year ahead, there are some indications that the credit crunch has impacted older workers more than younger workers. YouGov polled 1,135 UK adults who work full or part time on behalf of consultancy firm Croner, and the responses to the question ‘Are you expecting a salary increase in 2010?’ indicated a strong inverse correlation between age and the hope of increased salary. 57% of 18 to 24 year olds expected a salary increase next year, while only 33% of over-55s were so hopeful.

For all we have heard about the ‘betrayed generation’, the young are certainly much more optimistic about their career prospects than their parents: 32% of 18 to 24 year olds feel more positive about their career prospects in 2010 than they did in 2009, while only 13% of over-55s agree. It is difficult to ascertain whether this difference is down to an inherent optimism within young people (or pessimism in the old); or whether the realities of their economic prospects are fundamentally different.

Are you expecting a salary increase in 2010?