European Users are Ready to Pay for Digital Content
The report conducted by Forrester Research* at the end of 2010 reveals that European consumers are willing to pay for digital content and highlights the trend that consumers’ appetite for paying for content is rising:
• 31% of them would be willing to pay for online music in the future, up from 26% in 2009.
• 30% of them would be willing to pay for online movies in the future, up from 26% in 2009.
• 24% of them would be willing to pay for eBooks in the future, up from 21% in 2009.
This trend is confirmed by the increased dematerialization of the consumption of media and entertainment:
• In the book market, for instance, according to recent research titled “E-book” from Idate, global eBook sales is predicted to account for 17% of the total book market sales in 2014, which would represent more than a 3-fold increase between 2010 and 2014.
• In the gaming industry, digital gaming accounts for 39% of the overall gaming market in 2010, up from 32% in 2009, according to IFPI and PwC.
*Source: Forrester Research, European Technographics Media, Marketing, and Social Computing Online survey Q3 2010; base:14,246 consumers ages 12+