Over 4/10 Europeans want free online content…without even any ads

Dec 13, 2009 by

Another study to put the nail into the paywall coffin comes from the Gfk Group (via NewTeeVee), which found that only 13% of people will pay for online content.   And that’s 13% across the US AND Europe, with 16,800 people being surveyed, so a pretty heavyweight study.

Even worse, 42% of European and 21% of US consumers expected absolutely everything online to be free in the truest sense of the word – i.e. without even any ad support!

Things do look marginally better in some countries, in Sweden (the home of Spotify…and also the Pirate Bay) almost a quarter (23%) will pay for content while here in the UK the figure is 18%.   By contrast in France, 50% even expect everything to be free with no ads, while in Spain the figure is 54%.

I’ve translated the table from the German press release (Click for bigger image)

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1 Comment

  1. Kay
    December 13, 2009

    The good news for content providers is that there are huge numbers of people who will pay for content. Some will; some won’t; so what.