Survey: 52% Leave Website after Encountering a Paywall

Mon 21 May 2012 14:00, Vitto Christaldi

A recent study by DigiCareers shows that more than half of US media professionals claimed they would immediately leave a site after encountering a paywall. Yet, 42% of the respondents would consider purchasing the content, while the rest will try their best to avoid the paid subscriptions by deleting cookies and refresh their browsers or seek existing username/password.

The consideration between continue or leaving a site after encountering paywall is highly dependent on the type of content that the site offers. As the study shows, most respondents expect online radio, jobs/careers sites, and online news/newspapers to be free. In contrast, 47% of the respondents are willing to pay to access movie contents and more than 30% for online magazines and music.

Paywall systems are presumably a fine way for companies to monitor viewers, get extra revenue/royalty, and to prevent content-piracy. However, paywalls could also risk companies’ reputations; for 25% of the respondents claimed they have a more negative perception towards companies that set the paywall system on their sites. Therefore, it is recommended for companies to give free content for visitors before they pop up the paywall window, because 90% of the respondents agree they expect companies to provide free content before they ask visitors to pay in order to continue. Another tip: do not combine advertising and paid subscriptions, because as the study shows, 63% of the respondents expect no ads after they cross a paywall.

Thoughts on the study above? Are you willing to pay or would you rather find free alternatives? Leave your comment below!

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