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.