Digital content consumers demand second-hand marketplaces

London, 10 th July 2013 – There is a growing demand from consumers globally to gift, share and resell digital content and video games according to research findings unveiled today by WorldPay, a global leader in payment processing, risk and alternative payments.

According to The Download on Digital Report, a survey of more than 11,400 consumers that have purchased digital content and video games in the last 12 months in seven major global economies, two out of three (65%) consumers would be interested in selling some of the digital and video game products they have purchased, with 57% interested in purchasing second-hand content.

Consumers in China had the biggest appetite for selling on content, with 82% of respondents keen to resell, followed by South Korea (78%) and India (66%). Consumers in South Korea had the biggest appetite for purchasing second hand content (70%), followed by US citizens (60%) and consumers in India (57%). Almost half (49%) of UK consumers were interested in being able to resell their digital purchases, and 55% were keen to buy second-hand digital products.

Digital Downloads – a self-fulfilling prophecy

While the demand for the sale and purchase of second-hand digital content is a sign of a maturing consumer base, the research also found that the downloading of digital content is rapidly becoming a self-fulfilling prophecy – 69% of consumers who had purchased gaming content and 64% of consumers who had purchased digital content had done so due to the closure of physical shops, many of which have closed as a result of the growing digital purchase market.

Karl MacGregor, VP Digital, WorldPay commented: “As the digital content and video game industries evolve following massive growth and the closure of physical stores, we are seeing a growing demand from consumers to sell on or exchange content they have purchased. This issue is not going away. Despite the legalities currently surrounding ownership of content, the industry needs to do more to educate consumers on what they can legally do with the content they’ve purchased, and identify ways they can meet these demands.”

Key findings of The Download on Digital Report included:

·         Purchase painpoints – Three-quarters of respondents (75%) were left frustrated when they were unable to buy content using their favourite payment method. 31% were frustrated by pop-ups and redirections; 27% needing to remember passwords and usernames; 26% payment pages timing out

·         Types of content – Globally, the e-book was the number one form of digital content bought and downloaded over the last 12 months (39%) and game apps was the most popular video game (32%)

·         Device preferences – The PC still dominates as the number one device for storing and accessing all forms of digital media (61% for digital content and 58% for video games)

Monetisation strategies

Globally one-off payments are preferred over subscriptions for purchasing most forms of digital and video game content, except for magazines (43%) where a subscription is more common. However, global trends exist for different types of content:

·         In South Korea one-off payments are the default for apps (82%) and e-books (78%)

·         In Brazil, 39% use subscriptions for film purchases

·         In China, 38% use a subscription to pay for dating site memberships

MacGregor concludes: “Converting consumers into paying customers has always been an inherent challenge for digital merchants because of the proliferation of ‘free’ content. Consumers need to be presented with a call to action to pay for content with a clear upgrade path in place to distinguish between free and paid-for content. Subscriptions currently lag behind one-off payments largely due to the commitment involved but they are growing in popularity. Merchants need to consider offering the appropriate payment model depending on content as consumer preferences differ depending on the digital purchase.”

-Ends-

To download a copy of the report visit: www.worldpay.com/reports/downloadondigital

Methodology

The Download on Digital Report was commissioned by WorldPay and created by Loudhouse in March 2013. The survey was conducted among consumers who have purchased digital content and / video games online in the last 12 months. The sample comprised 11,483 consumers aged 18+, 10,075 of which purchased digital goods and services and 7,554 who have purchased video games and 6,776 that have purchased both. Consumers were surveyed from 7 different countries: South Korea (1,129), China (2,000), Brazil (2,086), India (2,027), Russia (1,076), USA (2,059) and the UK (1,106).

About WorldPay

WorldPay is a leading global provider of payment and risk services, processing millions of transactions every day.  WorldPay is a unification of seven leading retail payment solutions and offers a range of services including acquiring, gateway, alternative payments, risk management, and mobile payments.  WorldPay became an independent company in December 2010. www.worldpay.com

Twitter:     @WorldPay

Facebook:   www.facebook.com/worldpay

 


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