More Numbers Stacking Up Against Newspaper Paywall
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Another week, another paid content survey. Actually, media law firm Olswang’s meaty Convergence 2009 report is far broader than that, but we’ll flesh out the hot topic (newspaper paywalls) since, like Forrester’s own new survey on the topic, it backs up paidContent:UK’s recent research findings…
60 percent of folk won’t pay for newspaper articles online, on mobile or on ereader…
| Unsure: | 12 percent | |
| Obtain articles “illegally”: | 2 percent | |
| Switch to free alternative: | 8 percent | |
| Seek free alternative but pay up if none available: | 5 percent | |
| Prefer subscription to micropayments: | 2 percent | |
| Would make micropayments but only infrequently: | 8 percent | |
| Would pay micropayments frequently: | 4 percent |
From the report: “This clearly presents newspaper publishers with a huge challenge in order to deliver Rupert Murdoch’s ambition of a transition to paid-for content – or, as one executive put it more bluntly, ‘newspapers are screwed’.”
The report highlights iTunes Store as one of the few platforms to have succeeded in getting people to pay for online stuff - while a total of just 19 percent of respondents said they would make a micropayment for newspaper articles, that rises to 30 percent for iPhone owners specifically, perhaps due to the handet’s demographic positioning: “An increased willingness to pay is seen across all types of content,” the report says of iPhone users.
Methodology: YouGov online poll of 1,013 UK adults aged 18-65 and 536 13-to-17-year-olds.
@robertandrews
Nov 25, 2009 6:30 AM ET
Posted In: Media & Publishing, Newspapers, Online News, Research & Metrics, Research, Companies, News Corp., News International
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