A third of young people won't pay for online content

 

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By Stuart Turton

Posted on 5 Aug 2009 at 11:24

A new survey reveals that a third of young people refuse to pay for online content such as music and movies.

The survey, conducted by the European Union, is intended to provide a snapshot of the EU's digital economy and will likely send a shiver of fear through media companies.

According to the survey, 33% of 16 to 24-year-olds claim they wouldn't pay to download or view online content, as opposed to 15% of older age groups.

This is a huge problem as this age group accounts for the most active internet users, according to the survey. Figures reveal that 73% of 16 to 24-year-olds are making use of "advanced services" such as creating and sharing content online. This is over twice the 35% average across all European internet users.

However, content providers will also take note of the 10% of the 16 to 24-year-olds who claim to regularly pay for online content. The survey also discovered that young people would pay for content if they felt it offered something above and beyond a standard download.

This could play into the hands of Apple, which is currently working with record labels to turn albums into interactive bundles, stuffed with lyric sheets, photos, cover art and liner notes.

"We should seize the opportunity of a new generation of Europeans who will soon be calling the shots in the European marketplace," says Viviane Reding, the EU commissioner for information society and media.

"These young people are intensive internet users and are also highly demanding consumers. To release the economic potential of these 'digital natives', we must make access to digital content an easy and fair game," he concludes.