Only 13% of internet users would be prepared to pay for access to online media, although Brits show a higher than average willingness to fork over cash for Internet content, a survey has found.The research, carried out by GfK on behalf of the Wall Street Journal Europe, examined internet use in 16 European countries and the US.
80 per cent of respondents said they wanted continued free access to information online, and of the 13 per cent of users willing to pay, 8 per cent would accept a charge for advertising-free content, and 5 per cent would pay for content with advertising.
The research also showed variation between how different countries view the concept of paying for digital content.
23 per cent of Swedes, almost 20 per cent of Dutch and British people and 17 per cent of Americans would not mind paying to access information on the web.
Bloggers in the UK were also found to take a more positive view of paid content, the survey found.
In contrast, US surfers who use the internet for games, music downloads and e-services, such as purchasing tickets for travel or a concert, are more tolerant of access fees.
In Europe as a whole, those who prefer to use the web for e-finance, erotic content and e-services tend to be slightly more willing to pay.