26 July 2010 12:31
Consumers in the UK and other G7 economies are three times less likely to want to pay for content than those in the BRIC economies, according to new research.
KMPG's new Consumers Convergence report found that more than a fifth of media users surveyed in Brazil, Russia, India and China would pay for an entire site's content.
However, only eight per cent in the G7 economies were willing to pay for full access.
In addition, almost two-thirds (64 per cent) of BRIC consumers would switch internet providers for exclusive content, as opposed to only around a third (34 per cent) of G7 respondents.
This could create huge opportunities for mobile marketers aiming to look abroad for new business.
The authors of the report said: "BRIC consumers are very attractive to businesses with the right mix of advertising supported content and services."
However, the report also found that these consumers were more concerned about privacy and security than those in the G7 economies.
Despite the regional divergence, on average more than half (57 per cent) across the survey said they would not pay for the content of a site, no matter how often they used it.
Posted by Stanley Jack
