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That is indeed a surprising statistic!
I guess given the study is for all of North America, a lot of latin american countries are also included, where new hardware might be too expensive for a lot of working class households. I know at least that the Master System and Megadrive are huge in Brazil.
I also think that a lot of the retro system players might be elapsed gamers rather than retro enthusiasts. They might not care about or have time to play new games, but from time to time they fire up their old console for nostalghia.