28 July 2010 | Author: J. Morton Search Copywriter

Survey says British web users won't pay for online content

Possibly sparked by the Times' recent switchover to a pay-to-play format, a new survey has been conducted among 5,627 web users from 22 countries over their willingness to pony up a little cash for digital content.

While results varied from country to country, the survey showed that web users in Great Britain were one of the groups least willing to shell out sterling to access content, with 81 per cent saying they would rather go to another, free site for their needs.

The mean average of internet users polled who would pay for frequently accessed content registered at 43 per cent, with the Asia-Pacific region representing the high-water mark at 59 per cent.

UK users, however, prefer their content free, with 75 per cent of those polled preferring content to be funded by advertising, and 48 per cent indicating they would allow their personal details to be tracked.

"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," said Tudor Aw, head of technology at KPMG Europe.

"Although consumers are resistant to paying for content, they are becoming more accepting of viewing advertising and for their profile information to be tracked," he said.

"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 study revealed that 74 per cent of UK users would gladly receive advertisements on their computer for free content, and 56 per cent also approve of the practice on mobile phones.