Survey says iPhone users more willing to pay for content

iPhone users are more willing to pay for premium content than any other category of consumer according to the annual Olswang Convergence Survey. The study--conducted by market research firm YouGov among more than 1,000 adults in the U.K.--indicates that iPhone users are heavy users of services such as on-demand television both on their smartphones (19 percent of iPhone users, compared to 3 percent of the survey base as a whole) but also across other platforms including their primary home television (37 percent of iPhone users, compared to 26 percent of total consumers).

In addition, iPhone users demonstrated greater willingness to embrace micropayments and premium subscriptions to access a broad range of content. Consumers are most likely to fund film viewing via micropayments--58 percent of adults surveyed said they would pay for an online screening of a film just released in cinemas, 52 percent said they would pay to view a film that won't be on DVD for at least two months and 40 percent said they would pay to access a film which is already on DVD or pay-TV. Among iPhone users, these percentages increase to 73 percent, 67 percent and 54 percent, respectively.

"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," said Olswang partner Matthew Phillips in a prepared statement. "To maximize 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."

For more on the Olswang survey:
- read this release [1]

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