NPD has found that one third of US consumers would rather purchase games in a digital capacity.
The analytic-centric company conducted a survey of around 8,500 gamers' shopping habits, which saw 35 percent saying they would rather purchase their titles digitally. 65 percent, though, would still prefer to purchase games at retail. That said, the digital market has experienced a growth of ten per cent since NPD's survey that was carried out in 2011. NPD analyst Liam Callahan further explained:
"Gamers are growing more comfortable in acquiring content online, as we saw the preference for digital increase ten percentage points from last year. The proliferation of free games on mobile devices has reduced the barrier of entry for online gaming to zero, fuelling an increase in acquisition."
The survey in question also found that around 40 percent of consumers purchased at least one title in both digital and a physical capacity over the duration of the past 12 months.