平板电脑让你心甘情愿花钱观看数字内容

平板设备显然改变了使用者观看数字内容的方式，但最近有一项研究显示，平板设备可能也会影响使用者付费购买数字内容的意愿。 根据 FTI Consulting 所做的一项研究，平板设备使用者会比一般笔记本电脑、PC或是智能手机使用者更愿意付费订阅线上报纸或是杂志：“这些结果显示，精心打造的数字媒体策略，可能会为传统媒体带来新的营收管道。” 该项调查对于受数字内容趋势打击最严重的印刷媒体来说意义特别深刻，因为行动计算机使用者大多数愿意花一点小钱下载音乐、视频与电影，却不太有意愿付费订阅线上报纸或杂志。 根据调查结果，在受访的超过1,500位平板设备、PC与智能手机使用者中，有74%表示会阅读线上新闻，但只有21%的受访者有付费订阅新闻；目前尚未付费订阅、但表示有意愿订阅的受访者则为7%。 此外，有53%的平板设备使用者(以及35%的非平板设备使用者)表示，他们可能会受到吸引而付费下载某些功能；举例来说，有五成的18~45岁使用者表示，他们可能会愿意花钱订阅数字与印刷内容的组合产品。 该报告作者Bruce Benson表示，媒体业者可能是锁定了不正确的潜在观众：“如果你问目前不愿意花钱订阅线上报纸的人们，是否有意愿付费？你就是锁定了错误的商机；媒体业者也许在专注于拉拢“新”客户方面，能有一些小小成绩，但真正的商机在于那些已经订阅印刷媒体、或是会固定购买零售报纸的人。“ FTI Consulting的调查还有另一个有趣的发现，是平板设备并非是人们进行社交媒体互动时偏好使用的设备。 “平板设备主要被用来消耗数字内容，甚至扮演线上视讯“开发装置(discovery devices)”的角色；有些使用者是在用了平板设备之后，才开始增加TV内容的订阅支出。“该报告也显示，无论是平板设备或非平板设备使用者，都有很强的意愿在某些传统媒体有数字(线上)版本时付费订阅。 笔者实在对这些调查结果感到惊奇，我到现在都还没有付费订阅过很多我购买的报纸与杂志的线上版；所以我想我应该还是那些推销员们的头号目标吧(我还是常接到推销电话)？身为一个产业媒体记者，我会以读者的角度思考；我的公司提供各种数字内容，我的工作也与这些内容的大部分直接相关。 该FTI Consulting的报告还提到：“平板设备开启了一个重要的新战线，让媒体业者吸引那些已经展现对数字内容有需求与付费意愿的消费者；虽然对消费性娱乐与新闻媒体产业来说，平板设备并非是万灵丹，但这类装置显然为致力提高收入的内容制作与媒体业者提供了一个具有价值且可见的激励因素。” Benson补充指出：“平板设备的潜在利用价值需要被更深入了解；媒体业者要遏止传统收入来源缩减、掌握数字内容营收的关键策略是，专注于了解平板设备使用者目前所消耗的内容以及想要的内容，然后以合理的价值主张来提供这些内容。” 你是否也正透过平板设备阅读这篇文章呢？ 编译：Judith Cheng 参考英文原文： Tablet Users Willing to Pay for Digital Content，by Barbara Jorgensen；本文作者为EBN社群编辑 本文授权编译自EBN Online，版权所有，谢绝转载

相关阅读：
• 2016年智能机与平板电脑用MEMS市场可达15亿美元
• 新一代“Ultrabook”笔记本能否打败苹果？
• iPad的头号劲敌？Amazon Tablet最有可能SuResmc

{pagination} Tablet Users Willing to Pay for Digital Content Barbara Jorgensen Tablet computers are clearly changing the way users view digital content, but a recent study indicates tablets may also influence users' willingness to pay for that content. Tablet users are more likely to pay for online subscriptions to newspapers and magazines than users of laptops, PCs, or smartphones, according to research from FTI Consulting Inc. "These results suggest that well-formulated digital media strategies may offer new revenue prospects to traditional media," the researcher says in a press release. The study has significant implications for print media, which have been hit hardest by the transition to digital content. Mobile computer users have largely been willing to pay a nominal fee for music, video, and movie downloads. They have been less willing to pay for newspapers or magazines. According to the study, which polled more than 1,500 tablet, PC, and smartphone users, 74 percent of respondents read news online, but only 21 percent pay for that online news access. And just 7 percent of the readers who do not currently pay say they would be willing to do so. Also, 53 percent of tablet users (and 35 percent of nontablet users) said they could be induced to pay for some features. For example, about half of users ages 18–45 said they might pay for a bundled combination of digital and print content. Authors of the study said media companies may be targeting the wrong audience of prospective users. From the press release: "If you are asking whether people who currently refuse to pay for online newspapers will begin to pay, then you are focused on the wrong opportunity. Media companies may win a small number of converts focusing on 'new' customers; but the real opportunity exists among individuals who currently have print subscriptions or are regular newsstand purchasers. It's these individuals who can be enticed to pay for a bundled print/digital subscription that offers special features unavailable to non-subscribers," said Bruce Benson, a Senior Managing Director and Global Leader of Communications, Media and Entertainment Solutions at FTI Consulting. Another interesting finding is that tablets are not the preferred device for social media interaction: Instead, tablets are used primarily for consumption and appear to serve as "discovery devices" for video content online, possibly driving some users to increase TV subscription expenditures after becoming a tablet owner. The report also reveals that both tablet and non-tablet users show strong willingness to substitute digital for conventional media when they have online alternatives available. I'm actually surprised by the findings. I don't pay yet for online subscriptions to many of the newspapers and magazines that I buy. I figured that I'm still the prime target for all those telemarketers (which still call me on a regular basis). As a business journalist, I'm thinking about our readers. My company provides all types of digital content, and I'm directly involved in most of them. The FTI press release also says: "Tablets offer an important new front to woo consumers who already have shown a willingness to consume and pay for content. While tablet devices are not the panacea for the ills of the consumer entertainment and news media industries, these devices clearly can provide a valuable and viable boost for revenue-challenged content production and media companies," added Benson. "Tablets must be understood for the potential they offer. A key element in stemming the decline of traditional revenue streams and monetizing digital revenue is to focus on what tablet users consume and want to consume and to provide that content to them with a reasonable value proposition." Are you reading this on a tablet? Write us at editors@ebnonline.com, and let us know.