Results of a study by Fairfield Research, Lincoln, NE, reveal that software purchased online by consumers is less expensive than from any other channel except trade shows and toy stores. Software packages downloaded over the Internet or ordered by mail from an online store cost an average of $34.14, which is 28.1% less than the average cost of a package overall. The study indicated that online purchases cost 39.2% less than purchases made at software specialty stores, and 18.4% less than those at computer stores. Toy stores were the least expensive source, with packages costing an average of $19, but toy stores typically carry inexpensive or discounted titles. Purchases direct from the manufacturer were high, costing $111.56, according to Fairfield.
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