50% of US PC gamers Wait for Sales Instead of Paying Full Price for Games

on September 10, 2014 7:12 AM

Half of all PC gamers opt to wait for a game to drop in price before buying it, a survey by NPD Group has found.

In a report which looked at 6, 225 US citizens over the age of 9, the NPD Group found that digital was on the rise, with more than 46% of PC gamers buying at least one title online. However, the survey also fond that gamers who do shop digitally are “far less likely” to buy a game at its original price.

Analyst Liam Callahan says that this trend in PC gaming marks a difficult barrier for PC businesses.

Consumers’ expectations may be the greatest barrier to maximizing spending in the PC gaming space. Since half of PC gamers who play digital and/or physical games on the computer are expecting there to always be a sale right around the corner, publishers and retailers alike need to better manage these expectations.”

The survey also found that roughly 37% of those surveyed were PC gamers, and that only 51% of these gamers were men.