Consumer willingness to pay for online content seems to be shaped by their current experience with existing media.
Online content for which consumers are most likely to pay—or have already paid—are those they normally pay for offline, including theatrical movies, music, games and select videos such as current television shows, a new survey by Nielsen suggests.
(Click image for larger view)
Content users might pay for tends to be professionally produced, at comparatively high costs, and definitely not user-generated content, including social community content, podcasts, consumer-generated videos and blogs.
Respondents had mixed willingness to pay for newspaper, magazine, Internet-only news and radio news and talk shows that are created by professionals, relatively expensive to produce and commonly sold offline.
After surveying 27,000 consumers in 52 countries, Nielsen also found 85 percent prefer that existing free content remains free.
Whatever their preferences, consumers worldwide generally agree that online content will have to meet certain criteria before they shell out money to access it. If respondents already pay for a product in physical form, 78 percent believe they should be able to use online versions of the same content at no additional charge.
At the same time, 71 percent of global consumers say online content of any kind will have to be considerably better than what is currently available free before they will pay for it.
About 79 percent say they would no longer use a Web site that charges them, presuming they can find the same information at no cost.
Only 43 percent of respondents say an easy payment method would make them more likely to buy content online.
About 47 percent of respondents say they are willing to accept more advertising to subsidize free content. Some 64 percent say that if they must pay for content online, there should be no ads.
Friday, February 19, 2010
What Kinds of Online Content Will Consumers Pay For?
Labels:
consumer behavior,
online content,
online video
Gary Kim has been a communications industry analyst and journalist for more than 30 years, covering the business impact of technology. These days he especially studies changing business models and strategies.He speaks frequently at conferences and spends quite a lot of time organizing conferences and content as well.
Subscribe to:
Post Comments (Atom)
"Tokens" are the New "FLOPS," "MIPS" or "Gbps"
Modern computing has some virtually-universal reference metrics. For Gemini 1.5 and other large language models, tokens are a basic measure...
-
We have all repeatedly seen comparisons of equity value of hyperscale app providers compared to the value of connectivity providers, which s...
-
It really is surprising how often a Pareto distribution--the “80/20 rule--appears in business life, or in life, generally. Basically, the...
-
Who gets to use spectrum, and concerns about interference from other users, now appears to be an issue for Google’s Project Loon in India. ...
No comments:
Post a Comment