New survey shows iPhone users more willing to pay for online content Media law firm Olswang has published research showing that consumers with an iPhone are more willing to pay for online content A survey conducted by Olswang points to a marked difference in the willingness to pay for content between people who own an iPhone and the general online audience. The law firm surveyed just over 1,000 adults and over 500 13-to-17-year-olds about their digital habits. The survey showed that 58% of people would pay to access online a film just released in cinemas, 52% would pay for access to a film that will not be on DVD for at least two months and 40% would pay to access a film which is already on DVD or pay-TV. Looking at solely iPhone users, however, those figures jump to 73%, 67% and 54% respectively. Consumers also reported a willingness to pay for some services which are currently free, with 30% of the online population saying they would pay for seven-day catch-up TV and 41% of iPhone users said they were willing to make a micropayment or set up a subscription to pay for catch-up TV. The survey also looked at people's willingness to pay for fiction, travel guides and magazines online or on a portable device or e-reader. The survey found that 30% of people (42% of iPhone users) would pay for an online book; 32% (43% of iPhone users) would pay for an extract from a travel guide; and 29% (38%) would pay for a magazine. News content, however, fared the worst. The survey asked how willing consumers would be to buy a newspaper article or column which could be read on a computer or portable device such as a phone or e-reader. Only 19% of respondents expressed any willingness to pay – though that did increase to 30% among iPhone users. John Enser, partner in Olswang’s media, communications and technology team, attributes the distortion in figures to the fact that iPhone users have become used to paying for content, such as iPhone applications, because it is so easy and the idea of paying for something has becomes less of a barrier than it is online where people are used to getting so much for free. Source: Guardian.co.uk Published on: 25/11/2009 14:42:00

New survey shows iPhone users more willing to pay for online content

Media law firm Olswang has published research showing that consumers with an iPhone are more willing to pay for online content

A survey conducted by Olswang points to a marked difference in the willingness to pay for content between people who own an iPhone and the general online audience. The law firm surveyed just over 1,000 adults and over 500 13-to-17-year-olds about their digital habits.

The survey showed that 58% of people would pay to access online a film just released in cinemas, 52% would pay for access to a film that will not be on DVD for at least two months and 40% would pay to access a film which is already on DVD or pay-TV. Looking at solely iPhone users, however, those figures jump to 73%, 67% and 54% respectively. Consumers also reported a willingness to pay for some services which are currently free, with 30% of the online population saying they would pay for seven-day catch-up TV and 41% of iPhone users said they were willing to make a micropayment or set up a subscription to pay for catch-up TV. The survey also looked at people's willingness to pay for fiction, travel guides and magazines online or on a portable device or e-reader. The survey found that 30% of people (42% of iPhone users) would pay for an online book; 32% (43% of iPhone users) would pay for an extract from a travel guide; and 29% (38%) would pay for a magazine.

News content, however, fared the worst. The survey asked how willing consumers would be to buy a newspaper article or column which could be read on a computer or portable device such as a phone or e-reader. Only 19% of respondents expressed any willingness to pay – though that did increase to 30% among iPhone users.

John Enser, partner in Olswang’s media, communications and technology team, attributes the distortion in figures to the fact that iPhone users have become used to paying for content, such as iPhone applications, because it is so easy and the idea of paying for something has becomes less of a barrier than it is online where people are used to getting so much for free.

Source: Guardian.co.uk

Published on: 25/11/2009 14:42:00

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