Consumers demand free online content; is advertising the
only answer?
UK survey reveals consumers are embracing
home networking, using the home computer as a true entertainment
device to download free content
The Olswang Convergence Consumer
Survey 2007 has revealed that, as consumers become increasingly
connected using a range of connected devices at home and
on the move, they are demanding more rich media content
but are still reluctant to pay. To secure free content consumers
are willing to tolerate online advertisements which they
would normally go out of their way to avoid. Some are even
willing to deliberately break the law to secure free content,
while others simply don't understand the law.
The demand for free content
Olswang, in conjunction with YouGov,
has conducted a nationally representative independent survey
of over 1,539 18-55 year old GB consumers boosted by a further
254 13-17 year olds (not weighted). The survey discovered
that convergence is taking hold of UK households as a large
number of homes have networks installed and the computer
is becoming a true entertainment device, with, every month,
over 30% of respondents streaming or downloading movie and
TV content and even greater numbers watching the range of
free content that is already available on websites such
as YouTube (63%) as well as streaming music (42%) and accessing
podcasts (33%). However, people are much less willing to
pay for audiovisual content, with free content being consumed
by approximately three times as many people as paid content
and those not yet consuming also being around three times
more interested in free content.
Now in its third year, the survey provides
strong endorsement for those looking to make advertising,
rather than payment, the business model for online content.
While 84% of respondents said they found online adverts
intrusive and 75% claim to actively try to avoid pop up
adverts, consumers are prepared to suppress this antipathy
in their quest for free content, with 46% of respondents
willing to put up with adverts if this means they can get
TV or movies for free.
Click
here for a full version of the press release
For more information please contact Lucy Chapman on 0207
067 3009 or lucy.chapman@olswang.com
and Natalie George on 0207 067 3018 or natalie.george@olswang.com
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