But are they willing to pay as much?…
A recent study by Deloitte indicates pretty clearly that consumers are more willing to not only consume traditionally offline content (e.g. movies, books, music, newspapers) online, but also more willing to pay for it. This would be great news for publishers if we knew for certain consumers were willing to pay as much (minus savings from distribution, packaging, etc.) as they did in the offline world. This remains to be seen, or at least isn’t addressed in the press release. For newspapers, book publishers, movie studios and music labels to survive, consumers need to not just pay for the content, but pay a fair market price. Would love to see some data on that…