Website Subscribers Want Low Prices Above All Else: Study

U.S. website subscribers are attracted most by low prices, although many feel that no content is worth the cost, judging by  a new study from YouGov. 

According to a report by Press Gazette, American readers are mostly likely to pay for a subscription based on:

  • Lower subscription price—42%
  • Don’t believe any website content is worth paying for—29%
  • Ad-free browsing—33%
  • Exclusive content—26%
  • Group subscription—23%
  • Better user experience—22%
  • Don’t know—7% 
  • Other—1%

Asked what types of content are worth paying for, Americans  answered: 

  • Don’t believe any website content is worth paying for—30% 
  • Entertainment (movies, TV, music, etc.)—41% 
  • Education/learning—31%
  • News—21% 
  • Lifestyle (food, fashion, cooking, etc.)—17% 
  • Don’t know—7% 
  • Other—2%

In contrast, 42% in the UK don’t believe any website content is worth paying for. 

Here are the factors that would make U.S. readers less likely to pay for a website subscription: 

  • High subscription price—60&
  • Too many ads—52% 
  • Poor user experience—45% 
  • Lack of exclusive content—29%
  • Don’t believe any website content is worth paying for—21%
  • Don’t know—5%
  • Other—2% 

Of those polled, 29% of U.S. adults currently have a paid subscription, versus 16% in the UK. 

YouGov surveyed 1,232 U.S. consumers and 2,100 UK readers in February 2023. 

The Press Gazette article can be accessed here. 

 

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