According to a recent survey conducted by the research firm Online Testing eXchange (OTX), gamers who purchase the Xbox 360 are twice as likely to upgrade other parts of their home entertainment experience as gamers who aren't planning to pick up Microsoft's latest console. The findings are the first results to emerge from OTX's GameTraxx service, which tracks consumer interest in games and trends across PC, console, and handheld platforms.
OTX has expanded its survey business into the gaming realm in part because of the ripple effect games are having on other media it examines. An October OTX survey reported that the primary reason for moviegoers' decreasing trips to the theater was "an improved home entertainment experience."
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