Join Our Newsletter





Events Calendar

« < April 2017 > »
S M T W T F S
26 27 28 29 30 31 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 1 2 3 4 5 6
Home arrow Market Research Findings arrow Online Consumerism arrow Paywall Resistance Softens When Content Is Right
Paywall Resistance Softens When Content Is Right PDF Print E-mail
Written by eMarketer   
18 May 2012
Users more likely to pay for entertainment-focused content

Most consumers expect free access to all forms of digital content, but April 2012 findings from DigiCareers suggest they are not as adverse to paywalls as once thought. And not all types of content are created equal when it comes to consumers opening their wallets for access.

Though just over half of US digital media professionals (52%) said they immediately leave a site after encountering a paywall, a significant portion (42%) took the time to research pricing and make a purchase decision, signifying a solid opportunity for publishers to convert casual visitors into paying customers.

Image

Though paywalls scared away over half of all respondents, the data showed just 25% of US digital media professionals developed a negative brand perception after encountering this type of barrier to entry.

That number surely depends on where in the site experience a user encounters a paywall. The vast majority of respondents (90%) expected some free access to content prior to meeting a paywall—most likely because respondents expected to see a critical sampling of a site’s material before deciding if entering the paywall was worth the cost.

Image

Publishers whose site monetization relies on a combination of advertising and paid subscriptions should note a good portion (38%) of respondents were not averse to finding ads behind a paywall.

Though the survey did not expand on that sentiment, the amount of ads encountered beyond the paywall, the intrusiveness of such ads and the message relevancy to the viewer are likely factors in how paying subscribers react to ads.

Entertainment-focused content such as movies, music and magazines were purchased by the greatest number of US digital media professionals. In fact, 47% of respondents paid for movies, 36% for digital magazine access and 35% for music. In contrast, just 13% paid for news and newspapers, a likely byproduct of widespread access to free news and information across a plethora of portals, hyperlocal sites, blogs, social networks and other webpages.

Image

Findings from a March 2012 study conducted by global management consultant company Accenture offered insight into what online video viewers worldwide were willing to open their wallets for: 35% were willing to pay more for higher-quality video content and the same percentage said they would pay more for reduced advertising. Access to premium content—such as new or popular movie releases—was also a draw for 32% of respondents.

Image

That just 28% of respondents were unwilling to pay more for content signals a growing acceptance that entertainment-driven digital content such as movies and music may sometimes have to be purchased. Whether such expectations will trickle down to other digital content such as news, sports or career-based information remains to be seen.

About eMarketer
Please visit http://www.emarketer.com/Welcome.aspx for more information

17 May 2012

Last Updated ( 18 May 2012 )
 
< Prev   Next >

Polls

How important is market research to start-ups in the current economic climate?
 

RSS Feeds

Subscribe Now