In response to a number of different threads about "Well Sony say they shipped 5m PSPs in Europe so they must have sold close to this amount" etc, I've decided to attempt to demonstrate just how wildly inflated Sony shipped numbers are.
Lets concentrate on North America.
This is what Sony have shipped to NA:
These are NPD numbers for USA only:
Now, I'm going to make a few assumptions:
1) Canada represents around 6% of the US market (supported by total revenue per year, snippets of sales we have etc) and that the pattern of the Canadian market is the same as the US with same games released, similar price cuts etc.
2) NPD isn't exact. We assume for simplicity that the error is consistent from month to month, which is fairly reasonable over the timescale of a few years as monthly fluctuations will average out over the large sample time.
The result of this is a "scale factor" that can be applied to NPD data to represent actual NA sell-through, taking into account both Canada (scale factor on it's own of around 1.06) and inaccuracies in NPD.
Luckily, we have a very handy 'pinch-point' at Sep 04, when very small shipments had been made by Sony as they wanted to use up PS2 stock to make way for PSTwo. Only 700k had been shipped between Apr 04 and Sep 04 for example, whereas NPD said that 1.64m had been sold in US alone.
Now, if we take the total NA shipments as of Sep 04, we have 30.23m. NPD sell-through in the US upto Sep 04 is 24.58m.
If we divide the 30.23 by 24.58 we get 1.23. Say we round down to 1.2 to take into account the small amount of stock that may have remained, we can assume that of the 30.23m shipped in NA, we had (1.2 x 24.58) 29.5m sold-through (using our 6% Canada split we have 27.83m in the USA and 1.67m in Canada).
This all seems reasonable so far, NPD is under-reporting PS2 numbers a bit (24.6m vs 27.8m). Of course we have made a number of assumptions. The scale factor could be lower than 1.2 if more stock was on shelves, but it couldn't be any higher than 1.23 as they can not have shipped more than they sold. To keep the sceptics happy, we will use the 1.23 factor from now on.
Now let's scale all NPD up by 1.23 to represent NA sell-through and compare back to Sony shipments:
Look at the end column. This is the difference between the shipped numbers and our sell-through, which would represent whatever "stock" was on shelves. Using even this most extreme case, there are apparently 1.39m PS2s on shelves at the moment, 1.99m at the end of Sept, and 4.2m at the end of Sep 02.
Would 2.5m PSPs sitting in Europe as of the end of 2005 be that unrealistic?
My explanation is not that it's a conspiracy or that Sony are lying. Likely that they shipped a lot of PS2s early on and are doing the same with PSPs as they know they can sell them. You'll find that PSP shipments this quarter will likely be very low, as with some periods above, when Sony wait for stocks to go down before shipping more.
My final point is that I think the 1.23 factor we used was too high. Dividing by the 1.06 for Canada this suggests that NPD are tracking about 10% to low which seems high to me. It would also suggest that there was no stock at the end of Sep 04 (which the above table shows), which is unlikely. Shortages didn't hit until Nov / Dec. A more likely picture would be using a factor of 1.2 which gives even larger discrepancies as expected. I've done the same thing for GBA / XB etc and they also seem to give this figure of about 1.2 or a little below (1.18) so it seems reasonable to suggest that if you take NPD x 1.15 - 1.2 then you get pretty close to NA actual. Using 1.2 for PS2:
I know I've mad a few key assumptions here, but I think they are all pretty reasonable given the timescales and so forth that we are looking at here.
Discuss
Lets concentrate on North America.
This is what Sony have shipped to NA:
Code:
Date Shipment LTD
Mar-01 3.01 3.01
Sep-01 5.23 8.24
Mar-02 2.35 10.59
Sep-02 7.35 17.94
Mar-03 4.27 22.21
Sep-03 5.21 27.42
Mar-04 2.11 29.53
Sep-04 0.70 30.23
Mar-05 5.12 35.35
Sep-05 3.43 38.78
Dec-05 2.21 40.99
These are NPD numbers for USA only:
Code:
Date NPD Sell-thu NPD LTD
Mar-01 2.13 2.13
Sep-01 1.96 4.09
Mar-02 4.32 8.40
Sep-02 2.77 11.17
Mar-03 5.82 17.00
Sep-03 1.90 18.90
Mar-04 4.05 22.95
Sep-04 1.64 24.58
Mar-05 3.59 28.17
Sep-05 1.74 29.92
Dec-05 2.29 32.20
Now, I'm going to make a few assumptions:
1) Canada represents around 6% of the US market (supported by total revenue per year, snippets of sales we have etc) and that the pattern of the Canadian market is the same as the US with same games released, similar price cuts etc.
2) NPD isn't exact. We assume for simplicity that the error is consistent from month to month, which is fairly reasonable over the timescale of a few years as monthly fluctuations will average out over the large sample time.
The result of this is a "scale factor" that can be applied to NPD data to represent actual NA sell-through, taking into account both Canada (scale factor on it's own of around 1.06) and inaccuracies in NPD.
Luckily, we have a very handy 'pinch-point' at Sep 04, when very small shipments had been made by Sony as they wanted to use up PS2 stock to make way for PSTwo. Only 700k had been shipped between Apr 04 and Sep 04 for example, whereas NPD said that 1.64m had been sold in US alone.
Now, if we take the total NA shipments as of Sep 04, we have 30.23m. NPD sell-through in the US upto Sep 04 is 24.58m.
If we divide the 30.23 by 24.58 we get 1.23. Say we round down to 1.2 to take into account the small amount of stock that may have remained, we can assume that of the 30.23m shipped in NA, we had (1.2 x 24.58) 29.5m sold-through (using our 6% Canada split we have 27.83m in the USA and 1.67m in Canada).
This all seems reasonable so far, NPD is under-reporting PS2 numbers a bit (24.6m vs 27.8m). Of course we have made a number of assumptions. The scale factor could be lower than 1.2 if more stock was on shelves, but it couldn't be any higher than 1.23 as they can not have shipped more than they sold. To keep the sceptics happy, we will use the 1.23 factor from now on.
Now let's scale all NPD up by 1.23 to represent NA sell-through and compare back to Sony shipments:
Code:
Date Sony Sony LTD NPD x 1.23 NPD x 1.23 LTD Difference
Mar-01 3.01 3.01 2.62 2.62 0.39
Sep-01 5.23 8.24 2.41 5.02 3.22
Mar-02 2.35 10.59 5.31 10.33 0.26
Sep-02 7.35 17.94 3.41 13.74 4.20
Mar-03 4.27 22.21 7.16 20.90 1.31
Sep-03 5.21 27.42 2.34 23.24 4.18
Mar-04 2.11 29.53 4.97 28.21 1.32
Sep-04 0.70 30.23 2.02 30.23 0.00
Mar-05 5.12 35.35 4.41 34.64 0.71
Sep-05 3.43 38.78 2.14 36.79 1.99
Dec-05 2.21 40.99 2.81 39.60 1.39
Look at the end column. This is the difference between the shipped numbers and our sell-through, which would represent whatever "stock" was on shelves. Using even this most extreme case, there are apparently 1.39m PS2s on shelves at the moment, 1.99m at the end of Sept, and 4.2m at the end of Sep 02.
Would 2.5m PSPs sitting in Europe as of the end of 2005 be that unrealistic?
My explanation is not that it's a conspiracy or that Sony are lying. Likely that they shipped a lot of PS2s early on and are doing the same with PSPs as they know they can sell them. You'll find that PSP shipments this quarter will likely be very low, as with some periods above, when Sony wait for stocks to go down before shipping more.
My final point is that I think the 1.23 factor we used was too high. Dividing by the 1.06 for Canada this suggests that NPD are tracking about 10% to low which seems high to me. It would also suggest that there was no stock at the end of Sep 04 (which the above table shows), which is unlikely. Shortages didn't hit until Nov / Dec. A more likely picture would be using a factor of 1.2 which gives even larger discrepancies as expected. I've done the same thing for GBA / XB etc and they also seem to give this figure of about 1.2 or a little below (1.18) so it seems reasonable to suggest that if you take NPD x 1.15 - 1.2 then you get pretty close to NA actual. Using 1.2 for PS2:
Code:
Date Sony Sony LTD NPD x 1.2 NPD x 1.2 LTD Difference
Mar-01 3.01 3.01 2.55 2.55 0.46
Sep-01 5.23 8.24 2.35 4.90 3.34
Mar-02 2.35 10.59 5.18 10.08 0.51
Sep-02 7.35 17.94 3.32 13.41 4.53
Mar-03 4.27 22.21 6.99 20.39 1.82
Sep-03 5.21 27.42 2.29 22.68 4.74
Mar-04 2.11 29.53 4.85 27.53 2.00
Sep-04 0.70 30.23 1.97 29.50 0.73
Mar-05 5.12 35.35 4.31 33.81 1.54
Sep-05 3.43 38.78 2.09 35.90 2.88
Dec-05 2.21 40.99 2.74 38.64 2.35
I know I've mad a few key assumptions here, but I think they are all pretty reasonable given the timescales and so forth that we are looking at here.
Discuss