Professional Documents
Culture Documents
Oliver Ohlbaum Paywalls and Online News Research
Oliver Ohlbaum Paywalls and Online News Research
The Royal Aeronautical Society, No.4 Hamilton Place, London W1J 7BQ
2nd December, 2010
MONETISING NEWS ON THE WEB
Who delivers the paper?
Only 5 per cent of respondents who were regular specific newspaper title buyers had a direct subscription with that
newspaper
Direct
subscription
Newsagent
delivery
Supermarket
Newsstand /
newsagent
Less than 10% of online news consumption is attributable to the website of the respondent’s claimed favourite newspaper
Online newspaper habits by newspaper readership loyalty (i.e. named favourite newspaper)
Other
News aggregators
Other TV news
BBC
Local paper
Quality press
Mid-market press
Popular press
Own site
Micropayments have been heralded as providing a potential solution to low advertising yields online but there are
significant issues associated with such payment models
Smart phones are encouraging people to consume news via mobile devices…and some even pay for it…but a third say it
is likely to make them spend less on traditional newspapers…
% of respondents who regularly access news via their mobiles % of mobile users less likely to pay for newspapers (due to availability of news on mobiles)
21%
14%
18%
There has been a rapid increase in video access via mobiles, UGC is still important, whilst news and TV channel content
is growing…
% respondents who have watched video clip on mobile phone % of those who have watched via mobile – what
over last 12 months have they watched?
A bit 2009
2008 8 2
A lot
“DIY”
Material
2009 12 4 2010
2010 33 10
0 10 20 30 40 50
16 to 24 42 20
25 to 34 37 16
35 to 44 33 7
45 to 54 27 3
0 10 20 30 40 50 60 70
Uptake of Times online (via any device) among The Times newspaper readers was quite strong. For those previous Times
online users not choosing to subscribe, the most popular alternative online source to move to was the BBC…
Use of Times website before paywall How did readers react to the paywall? Where did those who moved shift to?
% of readers
Other /
Not sure
Use other
free sites
BBC
Never website
Just
stopped
Other TV
using
News
Times
Less than site News
once a aggregators
week
National
At least Subscribe newspapers
once a in some Local
week form newspapers
To get an invite
Call: 020 7 313 5900
Email: andrea.toth@oando.co.uk
8