Digital subscriptions stalled by readers’ reluctance to ‘pay twice’, claims agency boss
Consumers are reluctant to buy digital subscriptions partly because they believe they are already providing news organisations with valuable personal data.
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Paul Fishlock, founder of Behaviour Change Partners, an agency which studies consumer habits, said people may be shying away from paying for digital content in the belief they are being asked to pay twice – once with data and again with cash.
He added that media firms got it wrong years ago when they began giving away online content.
paying 3 times actually – data, ads and subscription.
I’m surprised that many people are valuing their personal data like that. I thought most people didn’t think about the data, let alone put a strong monetary value on it.
As for changing behaviour, one need only look at another News Ltd business – TV. Free for years (with ads), now you can buy it for over a hundred bucks a month (with ads).