Only two percent of readers in the UK would be willing to pay for a website that it is currently free and 79 percent would go elsewhere, according to KPMG's Media and Entertainment Barometer study, Press Gazette reported yesterday.
The research, based on three YouGov surveys, also showed that nine percent of those who are not currently subscribe to a website would be willing to do so in the next year, paidContent.org informed.
"Whilst the appetite to pay for web content is moving slowly, the pace of spending money to download content on mobile devices is moving much more quickly, particularly in the crucial 18-34 demographic," David Elms, head of Media Sector for KPMG, explained on a press release.
Only 13 percent said they have paid for content online and it mostly includes music (23 percent) and online gaming (21 percent), Journalism.co.uk pointed out. Media--newspapers, news analysis, magazines and TV--represent 19 percent.
Furthermore, the study found that 86 percent of British "preferred to consume media offline rather than online. The most popular reason was a preference to reading physical copies," paidContent.org reported.