The Guardian's US correspondent John Sterlicchi reports in an analysis:
Alpha mothers, pre-teen girls, senior citizens -- these are just three demographic groups that show Nintendo's success in diversifying its customer base that sales of its DS and Wii are leaving its main competitors Sony and Microsoft in the dust. Even as Nintendo's share price is reaching new heights and breaking records, [read the full article for figures,] analysts including Goldman Sachs believe there is still an upside and recommend a "buy".
Wedbush Morgan analyst Michael Pachter believes Wii Sports and the ease of Wii's controller have opened up video games to new demographics. Nintendo is also using Evite and MySpace to nurture the proliferating Wii parties, which started without input from the company. Nintendo is also dispatching "street teams" of Wii evangelists to events such as home shows and fitness expos and advertising in women's magazines to continue to broaden Wii's appeal.
Pachter two seven-year-old daughters who are raising dogs on their DS, and he is astounded by his wife's conversion to video games. "I know before the girls got Nintendo Dogs, my wife had never played a video game in her life and she was completely opposed on moral and educational grounds to my kids even picking up a DS. Now she thinks it is the cutest thing she has ever seen."