Research group Cowen and Company has released some results from their survey, conducted to gain insight into consumer spending attitudes towards new and used games. The survey was based on a sample of 1,300 US consumers, of which 1,001 indicated they were gamers.<\/p>\n
Below are some reasons why consumers prefer a new copy of a game over a cheaper second hand version.<\/p>\n
“I want a new copy” – 54 percent of respondents wanted a new copy so as to avoid scratched disks, missing manuals or a preference for owning a copy first hand.<\/p>\n
“Timeliness” – 49 percent of respondents indicated that getting a new game on launch day was a motivational factor.<\/p>\n
“Price difference” – 33 percent of respondents said that the price difference between new and used titles was so little that they might as well purchase a new copy.<\/p>\n
The survey also assessed the effectiveness of tactics used by publishers to lure consumers towards buying a new copy of a game. Results indicated below.<\/p>\n
“Access to bonus content” – 26 percent of respondents felt that access to bonus content granted by an original purchase was a motivation to buy new.<\/p>\n
“Planning to buy DLC” – 21 percent indicated that being able to buy DLC justified a new purchase.<\/p>\n
“Access to online play” – 21 percent wanted access to online gameplay afforded by an original copy.<\/p>\n
“Desire to own collector’s edition” – 20 percent would pay for a collector’s edition, therefore buying new.<\/p>\n
“Desire to support the game industry” – 16 percent of respondents felt some sort of economic loyalty to games developers and publishers.<\/p>\n
An additional bit of analysis provided a glimpse into the psychology behind consumer spending. 70 percent of respondents indicated that they would buy a game new if they thought it they would be playing it for a long time.<\/p>\n
The amount of playtime to be offered by a game may be effected if it has an online element that requires an original copy, or an additional purchase of online capability, such as EA’s Online Pass system.<\/p>\n
Presuming that a game offers the same amount of play time when sold either second hand or new, it would appear that consumers perceive a greater value proposition for a game based on the longevity of gameplay on offer, and therefore they will lean towards a new copy of a game that offers lots of play time.<\/p>\n