23.3% of consumers reported having paid for video content in the past year, the largest share of any media type, according to data from Reuters and the University of Oxford. 15.6% had paid for audio, and 15.1% had paid for content for or through mobile applications. 13.1% had paid for online news, 10.5% paid for (or in) games, and 10.4% had bought e-books.

In general, younger respondents were more likely to pay for digital media. Almost a third of 18-34 year olds had paid for video content, compared with just 14% of over 55s. Audio content was equally stark, a quarter of 18-34 years olds had paid to buy or stream audio, compared with 14% of 45-54 year olds and just 8% of over 55s. The starkest variation in age groups was in games, where 20% of 18-24 year olds had paid, as opposed to just 3% of over 55s.

There were two categories in which age was much less determinate. Online news varied across age cohorts by no more than 5pp, 17% of 25-34 year olds reported having paid for news, compared with 12% of over 55s. Interestly, the same report found that older respondents were more likely to express willingness to pay for online news - and yet as this data shows - they don't. Similarly e-book purchases varied by just 4pp across age groups, again 25-34 year olds being most inclined to pay (13%), and over 55s being the least so (9%).