E-books Gain Appeal
When asked what types of digital content they were considering giving this holiday season, 21% of respondents cited games, followed closely by music (20%), E-books (16%), and TV shows and movies (16%). Last year, the most popular digital gifts were games (10%), music (10%), and magazines and newspaper online editions or subscriptions (9%).
However, when asked which types of digital goods they would like to receive this holiday season, the most popular gifts across all age groups were E-books (11%) and music (11%), closely followed by mobile and tablet apps (10%).
Price and Reputation Count
91% of “digital goods shoppers” say that price will either strongly influence (67%) or moderately influence (24%) their decision of where to buy their digital content gifts. Vendor reputation (87%) is also a a major influencer, as are site familiarity (83%), online product description quality (83%), and available delivery options (80%). Marketing campaigns are important to only 54%, while social media is cited by just 40% as influential to the decision process. According to the study, social media has a stronger influence on Gen Y consumers (aged 18-34), while customer support is of higher importance to lower income shoppers.
Roughly one-quarter of average holiday shoppers say that they would be encouraged to give more digital goods if they were at least 10% cheaper than their physical equivalents.
Most Want Laptops
Regardless of affordability, the most “wanted” digital device is a new laptop or desktop (24%), while the most desirable device to give is a new tablet (15%), followed by a computer (11%) or E-reader (9%). The study notes that the survey results predate the Kindle Fire announcement.
Juniper: Mobile Virtual Goods to Near $5B by ’16
The global market for mobile virtual goods and premium subscriptions is expected to reach $4.7 billion USD by 2016, according to an October 2011 white paper from Juniper Research. Findings from “Virtual Goods – Real Revenues on Mobile” indicate the Far East and China will be the overwhelmingly dominant regional driver of this growth, with Western Europe and North America coming in a distant second and third place in terms of mobile virtual goods spending. Juniper analysis indicates virtual goods, which are intangible, digital items which cost little to produce and are often sold in bulk at low prices, typically cost about $1 USD each. Many virtual goods are images of physical goods, and Juniper says in-game items are a major source of virtual good revenue for many sites. These items can often be obtained free through hours of gameplay, but most players choose to save time by buying them instead.
About the Data: Elastic Path Software’s online study polled 1,012 US adults over the age of 18 who intend to purchase gifts this holiday season (November and December 2011).