Forrester Research presentation at paidContent 2010

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]

Forrester Research presentation at paidContent 2010

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