So willing, according to the 2009 Olswang Convergence Survey, that iPhone users — a group already numbered among the heaviest users of digital media — also represent the consumer segment most likely and willing to pay for access to premium content.
Olswang partner Matthew Phillips says that the survey provides fascinating insights into the behavior of iPhone users, in regards to their current use, intended future use and willingness to pay for a wide variety of content across a range of platforms and devices.
"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," Phillips said. "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."
iPhone users, the survey found, are willing to pay for a variety of content via micropayments and subscriptions — including some content that they are otherwise able to obtain for free — such as viewing a recent episode of a television show they may have missed. This convenience factor should come as good news for content marketers seeking an edge.
Video content ranked as the media that iPhone users are most willing to pay for.
"The digital ecology has a complex mix of free, ad-supported and paid-for content," Olswang partner John Enser, said. "As people look to access social media and consume music, films and TV shows on an increasing range of devices, it appears that they can be taught to pay, just so long as it is easy and painless and that they value what they receive in return."
"However," Enser cautioned, "newspaper owners have an uphill struggle to convince consumers to pay."