• iPhone Users Most Willing to Cough Up Cash For Content

    iPhone users (like myself) may frequently complain about how much they have to pay for the digital content they want, but it seems they’re still willing to pay up for it – much more so than owners of other smartphones, especially when it comes to television, film, and general entertainment content.

    According to the annual Olswang Convergence Survey conducted by market research firm YouGov, the 1,013 adults and 536 13-17 year-olds surveyed in the UK exhibited a striking propensity toward a broad range of services on their iPhone, particularly on-demand television. Most interestingly, iPhone users also demonstrated a greater willingness to use micropayments and premium subscriptions to pay for access to their preferred content.

    From Apple Insider:

    The study does not offer good news for the print industry, as only 19 percent of respondents said they are willing to make micropayments or commit to subscriptions for newspaper content. Here as in everywhere, though, iPhone users were more likely to agree, with 30 percent saying they would pay to read articles or columns.
    The survey indicates that movies represent the content consumers show the greatest interest in purchasing. 58% of adults surveyed admitted being willing to pay for online or mobile access to a film freshly released in theaters. 52% expressed willingness to pay for access to a film that won’t be released on DVD for at least two months. And 40% would be agreeable to paying for access to a film already on DVD or pay-per-view.

    Olswang partner Matthew Phillips says:
    “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. To maximize their revenue opportunities in the digital environment, companies need to build payment solutions into consumer propositions on other platforms that are as easy to use as that on the iPhone.”
    Many view the results of the survey as evidence that the iPhone's relationship with iTunes along with the "microtransaction nature of the App Store" are most deserving of credit for transforming the iPhone into the premiere conduit for purchasing digital content.

    iTunes is the No. 1 seller of music in the U.S. with a 25 percent market share, and in September, Apple announced that more than 2 billion applications were downloaded from the App Store.
    Also helping corroborate the findings of this survey is the interesting statistic recently discovered by Forrester Research, which found that "iPhone users are richer, younger, and perhaps even more productive at work than those who use competing smartphones."

    Of course we are

    To check out the entire report from Olswang, click here.

    Image via Apple Insider
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