How educated are consumers? How can this affect sales?

[MaxwellGT2000]

I see the folks that buy Wii games know what they're looking for even though these are the stereotype of people who don't know what video games are (the 40 and 50 year olds) and they seem the most educated about what they're buying, it's just odd looking at the demographics, at least for my store, is anyone's store like this as well?