Looks like we kicked off quite a trend when we asked consumers whether they would pay for online news. The latest paying-for-content survey, from GfK, finds 18 percent of Britons would shell out for “content”, while 77 percent reckon it should be free.

But GfK asked respondents a weird question - whether they would pay for “news, entertainment and information sites such as Wikipedia” (ie. “content” is just one big lump). Perhaps intriguingly, GfK conducted the research for Wall Street Journal Europe.