Paywall Resistance Softens When Content Is Right – Users more likely to pay for entertainment-focused content

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer

Most consumers expect free access to all forms of digital content, but April 2012 findings fromDigiCareers suggest they are not as adverse to paywalls as once thought. And not all types of content are created equal when it comes to consumers opening their wallets for access.

Though just over half of US digital media professionals (52%) said they immediately leave a site after encountering a paywall, a significant portion (42%) took the time to research pricing and make a purchase decision, signifying a solid opportunity for publishers to convert casual visitors into paying customers.

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