In Gran Bretagna gli utenti adulti sarebbero disposti a pagare 92 pence al mese (1,27 euro al cambio attuale) per accedere ai siti di news e informazione. Questo è quanto emerge da un sondaggio di YouGov, commissionato dall’Internet Advertising Bureau, e riportato dal Guardian. L’indagine condotta su oltre 2000 adulti ha rilevato come l’utente tipo sia maggiormente propenso a pagare per accedere a servizi di email, motori di ricerca e contenuti video, a discapito di social media, giochi online e siti per la comparazione dei prezzi. La sottoscrizione a siti di news si colloca proprio al centro di questa classicafica, sottolineando come l’informazione sul web non venga ancora considerata come un servizio per il quale sia necessario pagare.
UK adults are prepared to pay only 92p a month to access news websites, less than email, search engines or online video, according to a YouGov survey commissioned by the Internet Advertising Bureau.
However, the survey of more than 2,000 adults found consumers were prepared to pay even less for social media, online games and price comparison sites.
The figures are part of the IAB’s annual report, which says says UK digital ad spend rose 14% to a record £7.2bn during 2014, an increase of almost £936m, driven by the increasing adoption of digital devices.
“Advertisers are increasing their digital budgets to reach people as they go online through an increasing array of devices,” said IAB chief strategy officer Tim Elkington. “It’s a win-win for consumers, because digital advertising pays for the wide range of free online services they increasingly rely on in their daily lives, but don’t necessarily want to pay much for.”
According to the report, each household now has on average 1.7 smartphones, 1.3 laptops and 1.2 tablets.
The IAB said mobile advertising grew 63% to £1.62bn in 2014, accounting for 23% of all digital ad spend and 56% of social media spending.
Many social media companies including Facebook make most of their money from mobile ads.
Advertising on tablet computers such as the iPad more than doubled to reach £87.4m.
Display advertising grew faster than digital advertising overall, increasing 26.4% to £2.27bn to account for almost a third of all ad spend online.
Elkington said the format’s growth indicates advertisers increasing see digital advertising as a “viable ‘brand awareness’ medium”, rather than just a way to drive immediate responses online.
Content and “native” advertising grew to £509m over the year to account for 22% of all display ad spend, while video advertising grew 43% to £442m.