Only 11% of people pay for online media content

Only one in ten people pay for online media content or think they may start to pay in the next 12 months, according to a new survey.

The first KPMG Media and Entertainment Barometer report found that 89% of people don’t pay for online media and don’t expect to start within the next year.

In addition, 28% of consumers admitted to buying less newspapers and magazines in favour of viewing free online content during the recession.

The report, which is due to be released bi-annually from now on, also found that just 3% of respondents thought they would return to their normal spending on print media after the recession.

“The challenge is changing the mindset of a consumer population that’s used to accessing free online content,” David Elms, media partner at KPMG, said.  “Fully integrated business models will need to evolve that maximise revenues from the consumption of online media, while not undermining the heritage revenues from traditional media.”

Out of the consumers who do pay for online media content, the majority paid to watch online TV, followed by online films, and then music.  Only 7% paid for newspapers or magazine content.

In June, News Corp owner Rupert Murdoch announced plans to start charging users to access his news websites, including The Times, The Sun and The News of the World.

Since his statement, other publishing groups have followed his lead and plan to implement paid-for models in the near future.