What We’re Willing to Pay for Online

16 02 2010

Forgive the USA-Today-style headline, but a new report from Nielsen on attitudes toward paid Internet content may offer some hope for a revenue stream for online news providers.

Nielsen surveyed 27,000 across 52 countries. The survey showed that about four out of 10 consumers would consider paying for online newspapers, and one in three would consider paying for Internet-only news sources. Nearly half would consider paying for magazine content online.

Those numbers may sound unexciting, but consider that news consumers probably make up a modest portion of the general consuming public Nielsen surveyed. It indicates that there is at least a market for pay-for-content in news, though maybe a reluctant one.

The survey results, however leave many unanswered questions about a business model for online news:

“Regardless of what systems they choose, media companies will almost certainly not abandon advertising; and consumers will doubtless still see ads along with paid content. For the 47% of respondents who are willing to accept more advertising to subsidize free content, that may be tolerable. Yet it will probably not sit well with the 64% who believe that if they must pay for content online, there should be no ads.”

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