by Mike Vorhaus on Tuesday, November 27, 2007
Console game rental is very common among consumers. Almost 40 percent of weekly console gamers report renting at least one game in the last year.
Teenagers particularly drive game rentals. While teens comprise only 12 percent of the population, they represent almost 30 percent of all the game renters. Teens are both more cost-sensitive and also have the time to rent and try new games before buying (or not).
Almost 50 percent of console game renters report buying NONE of the games they rented in the last year. More often than not consumers tell us they don't buy a rental game because it was not very good or it is too short.
Only nine percent of game renters ended up buying 11 percent or more of the games they rented. Rental play does not lead to significant purchases of those rented games.
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Mike Vorhaus is the Managing Director at Frank N. Magid Associates, a world leader in research-based consultation that has provided strategic insight and direction for clients in 37 countries around the world.
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