Majority to Buy Digital Gifts Offline

55% of “digital goods shoppers” plan to purchase digital gifts at a physical store such as Walmart or Gamestop this holiday season, according to [download page] an October 2011 study from Elastic Path Software. Data from “Virtual Goods Mean Real Money This Holiday” indicates that 52% of these shoppers will buy from 1 or 2 websites, while 34% will do their digital goods holiday shopping from more than 2 websites or online marketplaces. According to Elastic Path insight, digital content can be purchased in a physical store due to retailers like Wal-Mart now offering a wide array of physical gift cards redeemable for virtual goods – from Facebook and iTunes to Farmville, Zynga, and Club Penguin. (more…)