iPhone users more willing to pay for content

iPhone users more willing to pay for content

Robert Clark  |   November 27, 2009
iPhone users are among the heaviest users of digital content and are more willing than any other consumer to pay for it, according to a UK survey.
The poll found that 19% of iPhone users watch on-demand TV, compared with 3% of the total, and 37% want to access on-demand TV via their handset, compared with the 11% average.
The study of 1500 British adults and teenagers carried out by Olswang, a media and technology law firm, and YouGov, found iPhone users were also more willing to use micropayments or subscriptions to pay for content.
Olswang said the survey showed that the iPhone is changing consumer behavior.
“Having discovered the habit and simplicity of paying for apps and other services on the iPhone, it would seem that iPhone owners are also more willing to pay for content of many types than the general online population,” said partner Matthew Phillips.
While 58% of adults said they users were willing to make a micropayment to watch a new movie, that figure leapt to 73% for iPhone users.
“Consumers are also surprisingly willing to pay for some content which they currently get for free, such as catch-up of the last seven days of TV,” Olswang said.
However, only 19% of adults – and 30% of iPhone users – were willing to make micropayments or take out subscriptions for news content.
It appears consumers can be taught to pay, “just so long as it is easy and painless and that they value what they receive in return,” said Olswang’s John Enser. “However, newspaper owners have an uphill struggle to convince consumers to pay.”


Robert Clark

Tell Us What You Think

Add comment

The content of this field is kept private and will not be shown publicly.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <code> <ul> <ol> <li> <dl> <dt> <dd> <a> <p> <span> <div> <h1> <h2> <h3> <h4> <h5> <h6> <img> <img /> <map> <area> <hr> <br> <br /> <ul> <ol> <li> <dl> <dt> <dd> <table> <tr> <td> <em> <b> <u> <i> <strong> <font> <del> <ins> <sub> <sup> <quote> <blockquote> <pre> <address> <code> <cite> <embed> <object> <strike> <caption>
  • Lines and paragraphs break automatically.
  • Use <!--pagebreak--> to create page breaks.

More information about formatting options

Custom (MWC button)

Video from Telecom Channel

M-commerce a rising force in AsiaPac
The era of the ‘unwired enterprise’ looms. Sybase 365’s Talbot explains what it all means.


Opportunities in the cloud and home networks
CSL is the latest Hong Kong cellcos to bet on HSPA as a DSL substitute
Mobile broadband operators can beat the issue of costs outpacing revenues, but vendors aren't helping by oversimplifying the nature of the problem
Intel is reasserting its smartphone ambitions with Atom, an app store and a little help from LG
In the mobile world of 2010, hardware is just a vehicle for service-enabling software platforms and devices are anything you can stick an RF chip inside
Operators need to reign heavy users, but any move away from flat rates requires meaningful metrics, like a meter widget showing data usage in real time

Frontpage Content by Category

Industry experts put their heads together and stick their necks out to call the big trends for 2010


After losing ground to Apple and others, the software giant may need an acquisition to avoid losing out in the smartphone market
How universal IP location standards and network-based location data could improve navigation app performance


LEDs augment Wi-Fi networks
To take CEO post of mobile VAS firm?