Game consoles and software sales hit record numbers in the UK in 2007. Console unit sales reached 7.4 million in 2007, an increase of 45% and equivalent to one in almost every three households. At the same time 76 million games were sold, a rise of 16%. Analysts suggest that this is due to the widening appeal of games consoles with 'mum and dad' driving demand. "Nintendo, Microsoft and Sony – are competing intensely. But it's not yet over: demand has not peaked yet." said the chief analyst at Screen Digest.