Will Internet Users Pay for Online Content?

This study investigated determinants of internet users' willingness to pay for online content. A survey of internet users of a clip art website found that they did conduct benefits/costs analysis when evaluating whether to pay for online content.

Will Internet Users Pay for Online Content?

Wenyu DouCity University of Hong Kong

The insights and helpful suggestions from Dr. Joseph Plummer are much appreciated.

Online content spans a wide spectrum of information offerings from news (e.g., cnn.com), research findings (e.g., emarketer.com), references (e.g., Britannica.com), entertainment (e.g., broadcast.com), to shopping guides (e.g., Edmunds.com). Often supported by online advertising revenue and given away for free, online content has been a staple of the web and a main reason consumers use the internet (Nie and Erbring, 2000; Pfeiffer, 2002). However, with the declining advertising revenue associated with the dotcom melt-down, the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands