A major survey by KPMG has found that 81 per cent of UK web users would opt to go somewhere else rather than pay for content on the internet.
With the Times paywall now erected, the media world is watching with interest to see how the News International site fares.
According to early indications, and the latest survey from KPMG, it may not be a roaring success, with more than three quarters of those surveyed from the UK saying they would not pay for any content.
Bottoming out
In fact, of the 5,627 respondents in 22 countries, the UK was the least willing to actually fork out for web content.
Tudor Aw, head of technology at KPMG Europe, told the Telegraph: "UK consumers still haven't come around to the idea of paying for digital content and are clear that they will move to other sites if pay walls are put up…
"Although consumers are resistant to paying for content, they are becoming more accepting of viewing advertising and for their profile information to be tracked.
"This continues a trend we have seen in previous years and again acts as a pointer as to whether a pay or ad-funded model will eventually succeed."
The survey discovered that three quarters of people prefer online advertising to subsidise their content, with nearly half (48 per cent) saying that they are willing to have their online information tracked.
Via Telegraph
Your comments (4) Click to add a new comment
stu531
July 27th 2010
4. Surveys are simply bobbins. When is the last time you answered one truthfully, or with a real considered opinion? Most times you're likely to say 'yes' or 'no' just to get someone off your back...
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pete_l
July 26th 2010
3. The trick with any survey is to pay no attention whatsoever to what people SAY they would/might do and to focus on what they ACTUALLY do. So while people say they don't want to pay for web content, if even 10% of those who used to read The Times for free now pay (a figure that I think The Guardian used to illustrate the failure of the paywall) do actually now pay, the supplier probably makes a hell of a lot more money from those few than from all the advertising they pushed at the freeloaders.
In that respect, it's not about the number of people, it's all about the revenue. Therefore I would suspect that all news outlets are looking long and hard at the possibility of charging - even though outwardly they are all scoffing ay the "failure" of The Times paywall in terms of visitors.
Tourism bosses know well that it's much better to have 1 visitor who is willing to pay you £1000 than to have 1000 visitors who pay £1 each.
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hatch87
July 26th 2010
2. smokemonster, they probably only asked 22 people in 22 countries, so the chances of you being picked was pretty slim lol
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smokemonster
July 26th 2010
1. 5,627 people across 22 countries is hardly representative is it? Surveys like this are so pointless. And yet here it is being reported!
I wasn't asked, but there are certain things I'd happily pay for if it meant no ads (thus better privacy as my data wouldn't be for sale)
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