Online Buying Behavior for Software

April 4, 2008 at 1:08 pm Leave a comment

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%
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