Are we ready to part with dollars for online content?
by Keris Lahiff
While internet connectivity and mobile devices continue to be virtually inseparable to our everyday lives, the average Australian is resistant to pay for online content, services and apps, according to KPMG’s latest Annual Consumers and Convergence survey.
“Like consumers worldwide, Australians are increasingly willing to adopt new technologies and digital business models, and that spells big opportunities and risks for business,” says Malcom Alder, KPMG national managing partner, digital economy.
“However, Australians are also used to receiving much of their content for free, and are highly resistant to paying for content which can be freely accessed elsewhere.”
In fact, 91 per cent of Australians said they would not pay to access online content compared to 73 per cent globally. Music and games ranked the highest in terms of what online content is currently being purchased.
“This reluctance to pay for online content is an interesting challenge for business as they leverage the internet as an important route to market,” says Alder. “Australians are showing they are at least reluctant if not unwilling to pay for content that is freely available elsewhere.
“Business will need to be creative in how they attract customers, and convince them to reach into their wallets to pay for content.”
Published on: Wednesday, February 22, 2012