Half of consumers would pay for online news
Tailored news preferred by consumers, poll says
Wednesday, 18 Nov 2009 10:47
A new study has revealed that almost half of UK consumers would be willing to pay for
online news - with many expressing a preference for tailored content.
The international survey of 5,000 people by Boston Consulting Group found that 48 per cent of Britons would consider paying a few pounds a month to access internet
news articles.
However, consumers in the UK and the US were discovered to be less willing to pay for
online news than their counterparts in other western European nations, where 60 per cent of people on average would fork out for internet content.
People are generally more likely to pay for unique or specialist content such as
tailored news - including local articles - as well as for timely stories that may be sent via a continuous news alert service.
"The good news is that, contrary to conventional wisdom, consumers are willing to pay for meaningful content," remarked John Rose, senior partner at Boston Consulting Group.
In the UK, the Times will roll out a paid content model in early 2010, according to recent comments made by editor James Harding at the London-based Society of Editors conference.
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