What Consumers Will Pay For

Media companies that blithely step behind the pay wall have a surprise coming. Nielsen asked 27,000 consumers whether they would be willing to pay for entertainment and news that they now get for nothing, and the answer is that they will be willing to pay for things they are already paying for – movies, music, games and some television. Here are some other findings:

  • Better than three out of every four survey participants (78%) believe if they already subscribe to a newspaper, magazine, radio or television service they should be able to use its online content for free.
  • At the same time, 71% of global consumers say online content of any kind will have to be considerably better than what is currently free before they will pay for it.
  • Nearly eight out of every ten (79%) would no longer use a web site that charges them, presuming they can find the same information at no cost.
  • As a group, they are ambivalent about whether the quality of online content would suffer if companies could not charge for it—34% think so while 30% do not; and the remaining 36% have no firm opinion.
  • But they are far more united (62%) in their conviction that once they purchase content, it should be theirs to copy or share with whomever they want.
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