Gerade eben bin ich auf ein Videointerview mit James McQuivey – seines Zeichens Vice President und Principal Analyst beim Marktforschungsunternehmen Forrester – gestoßen und zwar zum Thema Paid Content. Die Frage, ob Nutzer jemals für Inhalte (auch via mobilem Endgerät) bezahlen werden, beantwortet er mit einem klaren “Nein”. Nutzer haben seiner Meinung nach niemals wirklich für Inhalte gezahlt und werden es auch in Zukunft nicht tun.
Wofür sie aber bezahlen ist der Zugang zu Inhalten und Informationen – darum geht es! Dazu vorweg das Video:
… und im Anschluss ohne lang drum herum zu schreiben die Auszüge aus seinem Blogbeitrag zum Thema Paid Content:
[...] Will people ever pay for content again? [...]
Implied in the question is a belief in some yesteryear in which people did pay for content. But the good news is, they never have and never will. That’s the good news? Yes, because once we stop imagining that people will someday pay for content again, we can focus on giving them what they will pay for — access to content.
It’s what people have always paid for and it’s clearly what they pay for now. Look deeper into the past and you find that people did not underwrite all the pages of content in their daily newspapers. Yes, they paid for the newspaper, but that’s just because the newspaper was the only way to get efficient access to that much news and information. Today, instead of paying for newspapers, they pay for high-speed data plans to their homes and on their mobile devices as well as subscriptions to content from Netflix and their cable companies, accounting for 77% of their monthly spend on content. And they will pay even more for that in the future as 4G becomes a reality.
In all this they’re not paying for data. They’re paying for access to content, the data plan or the subscription just happens to be the way they do it. That’s why when I’m advising a publisher or programmer, I encourage them to focus on access. Make more content available, on more devices, in the most convenient ways possible. Today, that might mean developing a beautiful iPad app for a magazine, but tomorrow that means developing a new content experience altogether, with personal clippings, recommended stories, all of it socially enhanced to reflect not just what I what to read but what my community is reading and discussing. That is a type of access, too, and it’s one that goes beyond what Google can return as a search result.
Des Weiteren möchte ich auf diesen thematisch verwandten Blogeintrag von James McQuivey verweisen, in dem die Analysten von Forrester einmal geschätzt haben, für welche Inahlte ein amerikanischer Durchschnittshaushalt sein Einkommen ausgibt und dass nach dieser Berechnung der Großteil der Ausgaben auf den Zugang zu Inhalten fällt:
Move to today, and the shift to paying for access has nearly completed the transition away from paying for content directly. Below is a slide I shared at the conference where I compute an average monthly cost of content for a typical American home. What you’re looking at is a bar chart that shows what percent of people do a typical thing in an average month, then an estimate for the average amount they pay in a typical month (this was the hardest part to calculate and the numbers are approximate). We weight the spend figures by the percent of people who do it to come up with an overall spend by the average US household. The big takeaway is on the bottom of the slide.
Paying for Content 2010 - USA
That’s right, a whopping 77% of what the average home spends for content each month is spent on content access, not content itself. As a result, if I were making media company decisions I would immediately reevalute my strategy in light of this, asking myself these questions:
- what unique content can I provide and expand access to?
- what connections and devices must I support or partner with to make sure my content is in the right access venues?
- what experience can I wrap around my content to make access to it feel worth paying for?
via [blogs.forrester.com/james_mcquivey] & [blogs.forrester.com/consumer_product_strategy]
