It can be said without a doubt that the current console war is being won by Sony. The company has already sold over 10 million units to consumers around the world, significantly more than Microsoft has managed to ship to retailers. Sony Worldwide Studios head Shuhei Yoshida hinted that Sony really doesn’t know why its latest console is selling so well. Data from Nielsen suggests that switchers from other consoles like Wii or Xbox might have something to with this.

A study conducted by Nielsen back in April shows that 31 percent of all PlayStation 4 owners didn’t own a Sony console previously, however they did own a Wii or Xbox 360. The 1,200 active gamers surveyed during February and April 2014 were Americans between the ages of 7 and 54. 17 percent of all those who were surveyed did not own a previous-generation console.

The survey only asked consumers what console they owned at that time so it doesn’t reflect any consoles that they owned in the past. If a consumer sold his or her PS3 at that time to buy a PS4 they’re marked as non-PS3 owners.

One thing that did work in Sony’s favor was the $100 difference between the price of PS4 and Xbox One. At the time there weren’t any exclusive titles for Xbox One that would justify the extra $100 for the Kinect, and since most of the games available at time of launch were cross-platform, consumers appear to have gone with the cheaper option.

Filed in Gaming. Read more about PS4 and Xbox One.

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