Research – readers will pay for online news

By May 12, 2009Content, News

I’m always a bit wary about research like this as so much depends upon the questions asked, but nonetheless this makes good reading for those in the news industry:

Some good news today for publishers now considering a paidcontent strategy – consumers have a willingness of 62 percent on paying for general news online, according to a PwC study with World Association of Newspapers.

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Specifically, respondents said they would pay the equivalent of between €16 and €32 a month for news on paper, and between €6 and €12 for news online or on mobile. In fact, those aged under 50 are more likely to pay than elder people.

  • Nic, you're right to be wary. In addition to the problem you identify, which is true of any market research, there are two further empirical bits of evidence that should be noted:

    1. Experience suggests that the percentage of people who actually pay compared with those that say they'll pay is something like 10%.

    2. The amount they'll pay compared with the average claimed value is also much lower.

  • Thanks Alex – I suspected something like this, but I'm surprised it is as low as 10%

  • zeljko

    Will all do respect to PwC …. I have hard time to understand and trust their survey results. Well… 6.2 already that would be something..

  • Nic, you're right to be wary. In addition to the problem you identify, which is true of any market research, there are two further empirical bits of evidence that should be noted:

    1. Experience suggests that the percentage of people who actually pay compared with those that say they'll pay is something like 10%.

    2. The amount they'll pay compared with the average claimed value is also much lower.

  • Thanks Alex – I suspected something like this, but I'm surprised it is as low as 10%