Re: Will They Pay? (was Salon.com and taller ads)
MICHAEL MARTINEZ <Michael_at_xenite.org> WROTE:
>90% of all Web surfers DO NOT PAY FOR CONTENT.
>NO ONE HAS COME FORWARD WITH A PLAN to enlarge that
>percentage.
For whatever it's worth, below is a recent study that
might help clarify things. Based on the 20 million
reference in the blurb that follows below, that's
26.6% of Nielsen/NetRating's report of 75,216,447
*active* U.S. Internet population last week, or 11.9%
of its report of 167.5 million total U.S. Internet
population during the same period (remembering that
Nielsen/NetRatings methodology includes 2 year olds
(!) on up in its population count). I believe that
other research companies report in the range of
about 135 million total U.S. Internet population
(but it's been a while since I've checked), which
would bring the total population ratio to 14.8%.
Note that the study below is all-inclusive (that is,
includes porn sites). But given that the emphasis
on pay-for-content is only months old, I think these
numbers portend the trend.
US eDEMOGRAPHICS
-------------------------------------------------
emarketer.com - June 4 2001
* US WEB USERS TRY PAY-PER-VIEW
According to a study by Lyra Research's Content
Intelligence Group, about 20 million internet users
in the US have paid for web content. 43% opened
their wallets because the paid site was the only
place where they could find what they wanted, while
39% paid simply because they were curious about the
content. Adult material was the largest category,
with 45% of those surveyed saying they paid for such
content. Industry-specific business sites were
second-most popular (attracting 27% of the paid
audience) and online database services were third
(18%). 10% of respondents said they had paid for
premium music and news sites.
Carmen Paulino
Received on Tue Jun 12 2001 - 12:15:03 CDT
