Three in five consumers willing to view ads for free news

An overview of consumer willingness to be exposed to advertising in exchange for free news.

57.4% of consumers in 36 countries (all genders) agree that they are willing to be exposed to advertising in exchange for free news, whilst only 12.2% disagreed, according to data from Reuters and the University of Oxford. A further 30.4% neither agreed nor disagreed. Only 3.4% strongly disagreed, compared with 24.2% who strongly agreed.

Though the findings do not significantly vary by gender, interestingly the older respondents were, the more inclined they were to agree, begging the question of whether this variation is a consequence of age or generation. Of respondents 55 and older, 9.4% disagreed whereas 64.0% agreed, compared...

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