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They don't prefer any of them. The US has the smaller level of brand loyalty. They just want the cheap box. PS4 was cheaper in the beginning, it won. After that, they had the same price, but PS4 packed more power and that favoured it on the tie, PS4 won. X1 now is cheaper, it wins. Easy math.

Anyway, I don't thin we can say they prefer MS when PS4 is almost 1M ahead after 1 year. X1 is losing market share. MS had US on its hand, now they are close to a tie, they had a smaller share on EU, now they have a tiny one, they had almost nothing in Japan, now they have nothing.