Online Buying Behavior for Software

I just came across a very interesting survey conducted by NPD that looked at the online purchase behavior for software. It covered both download as well as physical product ordering. Following are a couple of highlights around ESD.

•  59% of all users prefer to download their product over going to a store; 23% of those also order a backup CD at additional cost
• Online purchases are primarily planned (63%) and rarely impulse buy
• 36% find it more convenient to purchase online; 28% wanted to download software right away; 5% of purchases was for a trail conversion (!)
• 20% heard about the software from friend or relative; 17% saw an advertisement; 11% received email communication; 10% went to the software publisher’s web site
• Biggest influencers in software purchase decision: Conversion 18% (mainly system utilities); Immediate need 17%; Loyalty to brand 15%