UK consumers want Free Content but open to data-driven advertising
The research, conducted in April 2024 among 1,500 UK adults, reveals a complex dynamic between the desire for free content and the willingness to accept advertising for continued access.
A new study by The Trade Desk, a global advertising technology player, sheds light on UK consumer preferences regarding online content access and advertising.
The research, conducted in April 2024 among 1,500 UK adults, reveals a complex dynamic between the desire for free content and the willingness to accept advertising for continued access.
Free Content Reigns Supreme: More than half (51%) of Britons express concern about losing access to websites and apps with paywalled content. This highlights a strong preference for freely available online content.
Paywall Paradox: Despite the paywall concerns, a significant portion of UK consumers (65%) already access news and current affairs for free. Additionally, over three-quarters (77%) actively seek alternative free articles when encountering paywalls. This behavior limits publishers' ability to generate revenue through subscriptions.
The Quest for Free Content: The desire for free online content is further emphasized by the finding that 88% of UK consumers strive to consume as much free content as possible. The study even reveals that 34% of respondents admit to using methods to bypass paywalls without paying.
A Broken Advertising Experience: The research suggests a potential disconnect between consumers and current online advertising practices. Phil Duffield, VP UK at The Trade Desk, suggests that the current ad experience "often falls woefully short" of user expectations. This highlights a need for improvement in the way advertising is delivered to maintain a healthy ecosystem for consumers, publishers, and advertisers.
Data as Currency: Despite the preference for free content, there is a glimmer of hope for publishers. Nearly nine in ten (87%) of UK consumers surveyed expressed openness to using their data as a form of "payment" for accessing free content. This suggests a potential model where relevant advertising, informed by user data, could be exchanged for free content access.
Privacy Concerns Remain: A significant portion of consumers (26%) expressed a willingness to pay with data only if they have control over what information is collected and how it's used. Additionally, another 27% indicated they would be open to data-driven advertising as long as their identities remain anonymous and data is handled responsibly. This underscores the ongoing importance of data privacy for consumers.
The Trade Desk proposes leveraging open-source solutions like the Unified ID (UID) and single sign-on (SSO) tools like OpenPass as potential solutions. These technologies could empower publishers to regain control over monetization while fostering a more positive advertising experience for consumers.
The Trade Desk's research paints a nuanced picture of UK consumer behavior regarding online content. While there is a strong preference for free content, consumers are not entirely opposed to advertising-supported models, provided they offer greater control over data privacy and a more relevant ad experience. This highlights the need for publishers and the advertising industry to work together to develop solutions that balance user expectations with sustainable content creation and delivery models.
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