Recession? Not for gamers
By Peter Wolchak
February 12, 2010
February 12, 2010
PC gaming hardware is not only selling well, it is beating analysts’ predictions. A study from Jon Peddie Research in Tiburon, Calif., found the worldwide PC gaming hardware market (systems, accessories and upgrades) gained US$1.2 billion in 2009, a 5.9 per cent increase over 2008 (from US$20.07 to US$21.26 billion). And 2010 is looking even better: the company predicts sales will climb 30 per cent during the year.
“The largest influence on the high forecasted growth rate is due to purchasing delays for systems and upgrades in 2008/2009 as consumers circled the wagons and took a conservative position on discretionary spending. A recovering economy, processing advancements and higher quality gaming offerings will all contribute to a healthy year for PC gaming hardware in 2010,” said senior analyst Ted Pollak.
Global PC gaming hardware market (millions US$)
2008 $20,076
2009 $21,260
2010 $27,617
2011 $32,749
2012 $34,760
The software that runs on these systems is also selling well. A study by the NPD Group that looked specifically at impulse buys of games found that, over six months in 2009, 40 per cent of Canadian video game buyers had made an unplanned purchase.
Impulse shoppers are split almost evenly between males and females and are dominated by the 13 to 17 and the 35 to 44 age groups. “Clearly gamers are becoming much less reluctant to spend on games,” said Matthew Tattle, group manager, The NPD Group. “One would think it is a little unusual to see impulse purchases during a recession, but it’s clear that hardcore gamers will find a way to satisfy their need for something new, different and enjoyable.”
The primary driver behind impulse buys is cost, with an average expenditure of $27.19 compared to $42.97 for planned purchases.
“The largest influence on the high forecasted growth rate is due to purchasing delays for systems and upgrades in 2008/2009 as consumers circled the wagons and took a conservative position on discretionary spending. A recovering economy, processing advancements and higher quality gaming offerings will all contribute to a healthy year for PC gaming hardware in 2010,” said senior analyst Ted Pollak.
Global PC gaming hardware market (millions US$)
2008 $20,076
2009 $21,260
2010 $27,617
2011 $32,749
2012 $34,760
The software that runs on these systems is also selling well. A study by the NPD Group that looked specifically at impulse buys of games found that, over six months in 2009, 40 per cent of Canadian video game buyers had made an unplanned purchase.
Impulse shoppers are split almost evenly between males and females and are dominated by the 13 to 17 and the 35 to 44 age groups. “Clearly gamers are becoming much less reluctant to spend on games,” said Matthew Tattle, group manager, The NPD Group. “One would think it is a little unusual to see impulse purchases during a recession, but it’s clear that hardcore gamers will find a way to satisfy their need for something new, different and enjoyable.”
The primary driver behind impulse buys is cost, with an average expenditure of $27.19 compared to $42.97 for planned purchases.
