Gift Cards for Music, Video Games and Apps Are Popular Christmas Presents: Germany

Key insights

6 takeaways

01
Approximately 13% of internet users in Germany, totaling over 7 million people, planned to give gift cards for digital media such as games, music, and apps for Christmas in 2015.
02
Younger demographics showed higher interest, with 25% of 14- to 19-year-old internet users planning to gift digital media vouchers.
03
Among those planning to purchase digital gift cards, 49% chose music services like iTunes or Spotify, 33% chose computer and video games, and 28% chose smartphone or tablet app stores.
04
Download purchases accounted for 25% of total sales revenue for PC and console games in the first half of 2015, doubling from 12% in 2013.
05
Despite the growth of digital distribution, physical media still dominated the market, accounting for 75% of computer and video game sales revenue during the same period.
06
Bricks-and-mortar retailers maintained a competitive advantage during the holiday season by offering expert customer advice and special physical editions of games.

Summary

Gift cards for digital media are emerging as a notable Christmas gift category in Germany, according to a December 2015 BIU (German Games Industry Association) press release drawing on GfK polling data. The release argues that the shift toward digital media consumption and the growing number of online platforms are making gift cards an increasingly attractive present, particularly for gaming fans who benefit from deep holiday discounts on download portals.

About 13 percent of German internet users, or more than 7 million people, plan to give gift cards for digital media such as films, games, music and apps. Interest is strongest among younger consumers, with 25 percent of 14- to 19-year-old internet users planning such gifts. Among those buying gift cards, music services such as iTunes or Spotify lead at 49 percent, followed by computer and video game cards at 33 percent and smartphone and tablet app store cards at 28 percent.

The release also covers the retail landscape for games. Downloads accounted for 25 percent of console and PC game sales revenue in the first half of 2015, double the 12 percent share recorded in 2013. Even so, three quarters of revenue still comes from games sold on physical media. Bricks-and-mortar retailers retain an edge during the holiday season through personal advice for gift buyers and special editions of blockbuster releases, and many players still value owning physical copies.

The findings rest on a GfK survey of 2,026 German-speaking internet users aged 14 and older, described as representative. The BIU, whose 26 members represent over 85 percent of the German games market, now operates as the game association.