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29% of Indian netizens have paid for books, 50% are willing to do so in future: Survey

According to a survey conducted by global consulting firm The Nielsen Company, 50 per cent of the Indian internet users are willing to pay for books, while 47 per cent are ready to pay for online magazines and music. The survey found that 29 per cent of the Indian internet users have already paid for books, while 19 per cent have paid for online magazines and 18 per cent have paid for music.

According to a survey conducted by global consulting firm The Nielsen Company, 50 per cent of the Indian internet users are willing to pay for books, while 47 per cent are ready to pay for online magazines and music. The survey found that 29 per cent of the Indian internet users have already paid for books, while 19 per cent have paid for online magazines and 18 per cent have paid for music.

However, when it came to online news content, just ten per cent of Indian netizens said they had paid for internet-only news, and twelve per cent had paid for newspaper content online in the past. Asked whether they would consider paying for online newspapers or internet-only news sources in the future, 49 per cent said they would not.

According to the survey findings, nearly nine out of ten Indians believe that free content on the internet should remain free in the future. However, three fourth of the Indians are willing to pay for the content if the quality is significantly better than what is currently free online. Three fourth of the consumers will stop using the website if they have to pay for the content because they can find the same information on a free site.

“Internet is a huge space and content is available for free at the click of a button. Out there exists immense quantity of information but most of it lacks in quality, and this stress on quality by consumers will be a major factor in driving consumers to pay for online content,” Karthik Nagarajan, associate director, Nielsen Online, The Nielsen Company, has said.

As per the survey, 70 per cent Indians are willing to pay for online content if they get the right to copy it and share it with others. 63 per cent will pay if the payment system is easy to use and 61 per cent Indians are willing to pay for the same content online if the costs are comparable to what they currently pay offline for it. Nearly seven in ten Indians (69%) would rather pay for individual pieces of content instead of subscribing to the entire website.

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