Nielsen: Consumers willing to pay for online content
A new survey from Nielsen has found that consumers are willing to pay for online content, although attitudes vary by geography, demographics and content type.
The global survey, of more than 27,000 consumers in 54 countries, examined attitudes about paying for online content and attempted to determine which content types consumers were most willing to pay for.
Nielsen found that consumers show a higher propensity to pay for music, movies, games and professionally produced video than for podcasts, blogs or consumer generated video.
| Content | |
|---|---|
| Music | 57% |
| Theatrical movies | 57% |
| Games | 51% |
| Professional produced video (including current television shows) | 50% |
| Magazines | 49% |
| Newspapers | 42% |
| Internet-only news sources | 36% |
| Radio (Music) | 32% |
| Podcasts | 28% |
| Social communities | 28% |
| Radio (News/Talk) | 26% |
| Consumer-generated video | 24% |
| Blogs | 20% |
A recent survey of 500 online readers of newspapers and magazines, carried out by Continental Research, found that just 5% would be prepared to pay a monthly or yearly subscription.
It revealed that while a large majority (63%) said they simply would not pay to read their favourite articles online, micropayments – not subscriptions – were the most popular payment mechanism.
Elsewhere, a study from Boston Consulting Group found that global consumers are willing to pay for news – especially from online national and local newspapers – on their personal computers and mobile devices.