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Olswang Convergence Survey ‘09

Olswang’s Convergence Survey for 2009 found that iPhone users were more willing to to pay for access to a broad range of content than other consumers, whether by subscription or micropayments.

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Matthew Phillips, Partner, Olswang, commented: "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."

"To maximise 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."

Appetite for mobile TV on demand

The survey also showed that 37% of iPhone users want to access on-demand TV via their mobile phones in the future (as against 11% of the overall survey base), indicating the device’s potential for video consumption has yet to have been reached.

The research suggested consumers are also surprisingly willing to pay for some content which they currently get for free, such as catch-up of the last seven days of TV – which 30% of the online population as a whole and 41% of iPhone users were willing to make micropayments or set up a subscription to pay for.

However, the news was less positive for newspapers, with only 19% of adult respondents (and only 30% of iPhone users) indicating any willingness to make micropayments or take out subscriptions for newspaper articles or columns.

The survey was conducted by law firm Olswang, and YouGov who carried out an online poll of 1,013 UK adults and 536 13-17 year olds. Olswang also spoke to more than 25 executives from leading businesses which are affected by convergence.

Download the full reportDownload Type: pdf
Download Size: 5912k
(AOP members only)

Source: Release

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