Digital Media

Sara Kimberley, mediaweek.co.uk, 20 October 2009, 11:05am

UK consumers won't pay for web news, report says

LONDON - Nine in 10 UK consumers would never pay for news stories online, regardless of how cheap it was, according to a new report.

Unpopular: nine out of 10 UK consumers would not pay for online news says report

A study of 2,000 UK consumers by Lightspeed Research commissioned for digital research outfit The Global Web Index, challenges Rupert Murdoch's decision to charge users to access the websites of The Sun, The Times and Sky News.

It found that 91% of UK consumers would be unwilling to pay for news online and 90% would be unwilling to pay for news analysis. Of those aged 16 to 24, 86% would never pay for news online, while in the 45 to 54 age sectors, 96% said they would not pay.

In addition, only 5% of UK consumers would be happy to pay for each piece of news content online, while just 4% would be happy to take out a subscription for online news content.

Music download services appear the most acceptable paid-for online media, the survey found, with 49% willing to pay for music downloads online, while 43% of consumers surveyed would pay for online TV content downloads.

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All Comments

Francis Wallinger, Managing Director, Alchemetrics - 20 October 2009

This research suggests that the move to paid-for-news content may not be the quick fix publishers hoped it would be, further underlining the need for other revenue streams to be considered, to improve the profitability of the online model. The benefit of online over traditional print publishing is the two-way interaction afforded with individual readers; publishers need to explore this opportunity. For example the creation of a dynamic and flexible data strategy, to capitalise on ongoing interactions with readers, could be a powerful tool to provide partners and advertisers with precision targeted engagement opportunities.

Adrian Brady, CEO, Eulogy! PR - 21 October 2009

Whatever any consumer may say in a survey, Rupert Murdoch knows better than anyone that the laws of supply and demand negate any emotional feeling for what the average punter feels they are entitled to for free. And as long as his great supply meets our insatiable demand you have to feel there's only one long term winner.

JAMES SMYTHE - 21 October 2009

Perhaps the question could have been better phrased: what Newspapers really sell people is entertainment and knowledge. People can recognise that more easily when thinking about sport and music.

"News" can easily be seen as a valueless commodity, available everywhere.

TNR Communications - 22 October 2009

It's understandable when asked if they would prefer to pay for something or have it for free, those surveyed go for the free option. But what could the consequences of that be? With massively reduced income for the editorials, how can they pay the reporters who work so hard to produce the news we consume?