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Why Consumers Want to Pay for (Access to) Content James L. McQuivey, Ph.D. Vice President, Principal Analyst Forrester Research paidContent 2010
Is the content free ride coming to an end? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Make no mistake: people don't pay for content and never have ,[object Object],[object Object],[object Object]
Paying for content circa 1975 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Paying for content in 2010 ,[object Object],[object Object],My family’s monthly content bill today:
Paying for content in 2010 ,[object Object],[object Object],A look at the average American in a typical month: $5.58  $13.75  $11.04  $16.00  $4.99  $12.00  $4.99  $56.00  $26.00  $3.37  $30.00  $9.99  $6.99  Monthly bill Sources: Multiple Forrester Consumer Technographics Surveys from 2009, validated by external sources; some monthly bill estimates calculated from current costs of services available in the market
Even as direct payments for content go down, thanks to rising access, time with content  rises ,[object Object],[object Object],[object Object]
So why are so many media companies going under if we consume more and pay more for it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What it means ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you ,[object Object],[object Object],[object Object],[object Object]

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Forrester Research presentation at paidContent 2010

  • 1. Why Consumers Want to Pay for (Access to) Content James L. McQuivey, Ph.D. Vice President, Principal Analyst Forrester Research paidContent 2010
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