Consumers Shift to Real World Cash for Virtual Purchases

August 4, 2011 -

According to a new study conducted by VGMarket and commissioned by Playspan, U.S. gamers have shifted from using credits earned from advertising offers to "real world" payments for digital goods using debit, credit and prepaid cards. The data comes from a survey compiled in July 2011 from over 1000 gamers drawn from a VGMarket database.

According to the study, nearly one-third (31 percent) of the gaming population has used real world money to purchase virtual content. Of those who use real world money, 57 percent said they make purchases of virtual items using real world money at least once every month. Console games account for the majority (51 percent) of virtual purchases using real world money, with social networking games (30 percent) and Massively Multiplayer Online Games (MMOs) coming in at second and third, respectively.

The survey found that 72 percent of respondents indicated that they expect to spend the same or more money on games in 2011 as they did in 2010. Around 67 percent of those who intended to spend more said they were playing more online games than last year, with 42 percent saying they have more money to spend. About 32 percent claimed ease of purchase as the main reason, while greater in-game rewards (30 percent) was the fourth most popular reason.

Around 48 percent of the gaming population said they have purchased in-game currency over the last 12 months, with maps and levels coming in second with 47 percent, and armor and equipment third at 29 percent.

Females were almost three times more likely than males to use Facebook credits to purchase virtual items or content and outspend males in virtual goods purchases in MMOs with an average spend of $111 vs. $74 (when purchasing directly from the game maker) and $86 vs. $77 (when purchasing from a third party source). With casual games, the differences were even greater, with women spending 40 percent more than men from 1st party publishers and more than three times as much from third-party publishers.

Based on Geographical location, consumers on the west coast ($36) spend approximately 60 percent more on weapons than the average east coast gamer ($22), with nearly identical results for armor and equipment ($36 vs. $21).

Cross-tabulations of the survey revealed significant purchasing differences between self-defined sports enthusiasts and readers. Sports types spent an average of $106 from first party and $132 on third party sites compared to readers, who averaged $65 and $49 respectively. Readers had a much higher spend on PC Games with Online Play, averaging $79 a year from first party sites and $69 from third party sites, whereas those who play sports average $60 and $46 in the genre.

Finally, the survey found that men prefer email, while women prefer Facebook. Men and women show pronounced differences in the type of communication they prefer for the promotion of a virtual currency item. Men (49 percent) are much more receptive than women (38 percent) to email communications, while women (31 percent) much prefer promotions on Facebook to men (18 percent).

To obtain the full survey, check out Playspan.com.


 
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E. Zachary KnightI squeed like a little girl when I watched the leaked Avengers Age of Ultron trailer. So much awesome.10/22/2014 - 6:47pm
quiknkoldI have a problem with games that use a digit for sequals when clearly they can be called something else. Five Nights at Freddy's 2? Nonono. Its "Another Five Nights at Freddy's" or "Five Nights Week 2"10/22/2014 - 5:30pm
E. Zachary KnightExtra Credits has come out against GamerGate. https://www.facebook.com/ExtraCredits/posts/86104175727438610/22/2014 - 5:28pm
E. Zachary Knightis it really that hard to answer a question, that to me seems fairly straight forward? I ask, because I have asked a specific question now 3 times without an actual answer in the wastebook thread.10/22/2014 - 5:20pm
Andrew EisenFive Nights at Freddy's 2! Yay! https://www.youtube.com/watch?v=lVPONdZBh6s10/22/2014 - 5:07pm
Matthew Wilsonyou guys know he doesnt work for ea anymore?10/22/2014 - 5:02pm
WymorenceYou forgot having to open Unity through Origin too. :p10/22/2014 - 4:37pm
MaskedPixelanteUnity will now be licensed out half finished, with remaining tools to be sold back to you for 10-15 dollars a piece.10/22/2014 - 3:23pm
E. Zachary KnightNot a big fan of this news, but Unity3D's CEO is stepping down and John Riccitiello steps up. http://gamasutra.com/view/news/228384/Helgason_steps_down_as_Unity_CEO_and_John_Riccitiello_steps_up.php10/22/2014 - 3:06pm
MaskedPixelanteIt's probably extremism.10/22/2014 - 12:07pm
Matthew Wilsonthat being said, they are more likely to blame religious extremists than games.10/22/2014 - 12:01pm
Matthew Wilsonlets just hope they dont try to blame video games.10/22/2014 - 12:00pm
MaskedPixelanteOh joy, Ottawa's on lockdown, this is going to be a fun couple of days...10/22/2014 - 11:56am
MaskedPixelanteAnyone have any good text replacement scripts? I want one that can censor out Breitbart links.10/22/2014 - 11:35am
james_fudgeMilo and I are not BFFs. I tried, man!10/22/2014 - 11:33am
ZippyDSMleequiknkold:you too eh? 0-o10/22/2014 - 10:23am
Michael ChandraI don't like bullying anymore than you do, and yes, I think you're petty. Not commenting on the sob part, because I don't know your mother and don't see why I'd insult her.10/22/2014 - 10:02am
quiknkoldif that makes me petty, then I guess I'm one petty sob10/22/2014 - 8:48am
quiknkoldwell I'm sorry Conster, Having my skull smashed in when I was 14 made me skeptical to apologies when it comes to Bullying regardless of the platform its given. I guess Bullies beat the sympathy out of me.10/22/2014 - 8:47am
ConsterOn an unrelated note, I'm missing a "heck if I know" option on the poll.10/22/2014 - 8:33am
 

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