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Research – readers will pay for online 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.

…..

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.

May 12th, 2009 | Category: Content, News
  • http://alexguest.blogspot.com Alex Guest

    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.

  • http://www.theequitykicker.com brisbourne

    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..

  • http://blog.alexguest.me Alex Guest

    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.

  • http://www.theequitykicker.com brisbourne

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