DigiCareers | eMarketer
A new survey found that more than half of media professionals polled immediately leave a website after encountering a paywall. One-quarter said they were unlikely to return to the site, and 63 percent said that they expect to see no ads after crossing over a paywall.
In a Pew survey done two years ago, 15 percent of respondents said they would continue to use their favorite news website if there was a pay wall, while 82 percent said they’d get news somewhere else.
The DigiCareers survey found 87 percent of respondents used free news and newspaper websites rather than ones that require payment; this behavior is a bit more widespread than the sentiment expressed two years ago, before paywalls were introduced at many publications.
Taken together, though, the results align with news organizations’ goal to monetize their most loyal readers, which is typically about 15 percent of the audience.
Julie Moos contributed to this report.