A global survey of Reuters.com readers has found that most are not prepared to pay for online news – even if it is unique and of high quality.
The survey looked at 1,230 users of Reuters.com (the news agency’s free general news website).
Some 90 per cent said they turn to news brands they trust to verify the source of a breaking story.
However, only 62 per cent of those questioned for the Tomorrow’s News survey said they would not pay for quality news content.
The survey respondents were mainly male (83 per cent) and predominantly over 55 (58 per cent).
A total of 38 per cent of those put their job position as “director”.
Some 85 per cent of survey respondents said they check multiple sources when a story breaks.
Most respondents were optimistic about future demand for news content and the role of news brands with 50 per cent agreeing that their news consumption will continue to grow, and only 12 per cent agreeing with the statement “news brands will disappear”.
Munira Ibrahim, Reuters Senior Vice President for Sales and Content Solutions, said “The findings of Tomorrow’s News show a sophisticated, media savvy audience with a passion for global news.
“These users value trusted news brands and high quality reporting, consult multiple sources and verify news shared via social media.
“They are optimistic about the future of news brands and believe their news consumption will continue to grow, but they are not willing to pay for this content. Therefore the question for news organisations is still: how can we fund this contradiction?”