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Consumer Trends in Shareware
Consumers are end-users that purchase software, their behavior is not always predictable. Taking a hard look at shareware consumer purchase myths and actual statistical data is very telling.

The facts displayed are based on statistical information from aggregate data of consumer purchases.

Misconception # 1
Myth: Most users rush to purchase at the end of the trial period.

Fact: Over 75% of the registrations occur within two days of download. There is no significant "jump" in registrations at the end of the trial period.

This chart shows the number of days to sale. As you can clearly see the majority of customers purchase within the first two days of download. This is a typical graph that shows when the customer purchases after downloading.

A closer look at the users that purchase within the first 24 hours shows that the vast majority purchase within the first hour of downloading an application.

Misconception # 2
Myth: Consumers always evaluate the trial version prior to purchasing.

Fact: As many as 20% of consumers can be convinced to purchase immediately. Encourage consumers to purchase on "impulse" through strategically placed buy-links.

Misconception # 3
Myth: Gentle reminders in the software and a generous trial version is the most effective way to encourage users to purchase.

Fact: Ask for registration early and often. Trial versions should provide just enough functionality for the user to want more.

Misconception # 4
Myth: Most consumers are generally honest, so a crack for your program will not affect shareware sales that much.

Fact: This is simply not true, a widely available crack can impact consumer sales as much as 30%.

Misconception # 5
Myth: Developers should focus on the US market it is the largest.

Fact: Europe generates nearly the same number of downloads as the US market. The European market is developing and deserves attention.

This graph shows US downloads in blue (38%), European downloads in red (34%).

Misconception # 6
Myth: It is critical that software developers have their program listed on every download website available.

Fact: 99% of sales from download sites will come from the top 25 websites. While distribution is important consider using a third party or automation tool to handle download site submissions for you.

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