PORT WASHINGTON, NEW YORK, September 7,
2000 – Opportunity knocks for online retailers as holiday season
approaches, according to a new e-Visory Report released by
leading marketing information provider The NPD Group, Inc. and Media
Metrix (NASDAQ: MMXI). As many as 65% of consumers with Web access
may purchase an electronic gaming product online during the next six
months, according to NPD. Thirty percent of online consumers
surveyed said they are likely to purchase, while 35% of online
consumers said they might purchase an electronic gaming product in
the next six months, according to the report. Another 35% do not
plan to purchase at all.
While future-purchasing intent is
respectable, consumer awareness of electronic gaming Websites is
significantly higher. The study confirms that 92% of all online
users are aware of at least one electronic gaming Website. Almost
half (48%) shopped online for these products. Of the consumers who
actually shopped for an electronic gaming product online, 15% made a
purchase, according to NPD.
In addition to high awareness levels,
electronic gaming Websites are also garnering high levels of
customer satisfaction. NPD Online Research confirmed that two-thirds
of shoppers were satisfied with nine out of the top ten features on
electronic gaming sites. The survey found 88% of the purchasers were
satisfied with "site security." According to NPD, some other Website
features that were rated high among purchasers were "in stock" items
(76%), timely delivery (75%), and good product descriptions (70%).
Respondents of the survey also expressed strong satisfaction for
savings in cost and time.
Nevertheless, the report also
pinpointed some areas which require improvement if e-tailers are to
maximize sales for the category. Consumers were least satisfied with
lack of free shipping; 29% said they were dissatisfied with this
feature on electronic gaming Websites. Consumers also expressed
dissatisfaction with downloadable demos/trailers (16%), product
reviews (11%), and top 10 items on the Website (11%).
Most Satisfying Features
on Electronic Gaming Websites Among Online Purchasers
|
WEBSITE FEATURE |
% OF PURCHASERS
SATISFIED |
|
1. Site Security |
88% |
|
2. Availability of Product (in
stock) |
76% |
|
3. Delivery Time |
75% |
|
4. Product Description & Picture |
70% |
|
5. Site Navigation |
69% |
Source: NPD Online
Research, summer 2000
Most Unsatisfying
Features on Electronic Gaming Websites Among Online Purchasers
|
WEBSITE FEATURE |
% OF PURCHASERS
UNSATISFIED |
|
1. Availability of Free Shipping |
29% |
|
2. Downloadable Demos/Trailers |
16% |
|
3. Product Reviews |
11% |
|
4. Top 10 Items on Website |
11% |
|
5. Special Online Offers/Promotions |
10% |
Source: NPD Online
Research, summer 2000
|
