Study: Impulse Purchases Amongst Gamers On The Rise
How many of you wander into GameStop with no intention of buying anything, but still walk out with a bag? Well, if nearly half of you won't admit you've done it at least once in the past six months, we might have a few liars on our hands.
According to the latest results compiled by a Canadian NPD study, 40% of gamers say they've made an "impulse purchase" in the past half-year. Of course, we're willing to bet that downloadable content is to blame for such a high number; I too have logged on to the Store just to peruse, and ended up purchasing something small. And not surprisingly, the researchers do attribute that statistic to "creative packaging, online accessibility and a rise in the availability of low cost pre-owned games." Said Matthew Tattle, NPD Group manager:
"Clearly gamers are becoming much less reluctant to spend on games. One would think it is a little unusual to see impulse purchases during a recession but it's clear that hardcore gamers will find a way to satisfy their need for something new, different and enjoyable."
Yeah, well, for the millionth time, it doesn't appear as if we're in a recession (stop listening to the propaganda and just look around, I say). Obviously, the average cost of an impulse buy is significantly lower than a planned purchase; the former averages about $27.19 while planned purchases are around $42.97. That makes perfect sense. And yes, packaging and marketing does matter, as 40% of gamers also claim that the packaging alone was either "very" or "extremely important" to them. Oh, and one last intriguing stat: the study found that girls were more likely to buy on impulse than guys...okay, I could make some kind of relevant crack here, but I won't. I promise.
...no, I promised.
10/16/2009 12:32:06 PM Ben Dutka