EcommerceBytes-NewsFlash, Number 2406 - November 04, 2010     4 of 4

New Report Says Online Shoppers Can be Motivated by Gaming

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A new report says gamers are more likely to be online shoppers and opinion leaders and concludes online shoppers can be motivated by game mechanics. Market research firm Interpret released the report called "gCommerce: the "Gamification" of eCommerce" that says gamers are 20% more likely to be an online shopper than the average non-gamer and 50% more likely to be influencers among their friends.

Interpret cofounder Michael Dowling said there is an opportunity for transaction-based businesses to tap the gamer ethos by "gamifying" shopping experiences.

Co-author of the report Jim Banister, CEO of SpectrumDNA, said, "Game mechanics are powerful motivators to get humans to take action. The dynamics that have indisputably proven to increase transactions within game environments can and should be used to spur increased transactions, revenue and loyalty in online and offline shopping environments. Next-generation social loyalty programs will be gamified."

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Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to

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