Forrester Research has recently published a study that confirms what most of us already suspected - most US consumers are unwilling to pay for on-line content. Their research has found that 80% of US and Canadian internet users would not pay for access to newspaper and magazine websites.
What about the 20% who are willing to pay? What did Forrester find out about these people? There was very little consensus in the data. Gender and marital status does not impact willingness to pay for on-line news. Income only makes a small difference. Those willing to pay for magazine content are slightly younger than those willing to pay for newspaper content.
Interestingly, 60% of newspaper executives have considered the option of pay-for-content although only 10% actual charge for on-line access.
Click here view The New York Times article on the Forrester study
Click here to see the study discussed on Forrester's blog
What about the 20% who are willing to pay? What did Forrester find out about these people? There was very little consensus in the data. Gender and marital status does not impact willingness to pay for on-line news. Income only makes a small difference. Those willing to pay for magazine content are slightly younger than those willing to pay for newspaper content.
Interestingly, 60% of newspaper executives have considered the option of pay-for-content although only 10% actual charge for on-line access.
Click here view The New York Times article on the Forrester study
Click here to see the study discussed on Forrester's blog
Posts
No comments:
Post a Comment