Paying for Online News: A comparative analysis of six countries

University of Oxford

Germany, Spain, France, United Kingdom, United States

Category Pricing

Media associated with this project

Click on icon below to download media

Overview

A survey data from six countries (France, Germany, Japan, Spain, United Kingdom, and United States) to investigate three hypotheses: (1) those who use public service media for online news are less likely to pay for/express a willingness to pay because they have a reference price of zero for online news, (2) those who pay for print newspapers are more likely to pay for/express a willingness to pay for online news because they have a reference price above zero for offline news, and (3) that younger people are more likely to pay for/express a willingness to pay for online news because they are more likely to have a reference price above zero for other digital content. Our analysis supports Hypotheses 2 and 3, but not Hypothesis 1. Therefore, paying for offline news increases the likelihood of paying for online news because it helps create a reference price above zero. However, consuming free online news from public service media does not by itself create a reference price of zero for online news.

Reach of Media Related to the Research

Type of Media Related to the Research