Consumers Willing to Pay for Digital Content for iPads and E-Readers, According to Survey

“iOwners” Represent Attractive Target Segment for Digital Content
Results also showed that iOwners exhibited very different characteristics and receptivity to the purchase and use of digital content than non-iOwners. Fifty-two percent of iOwners said they were willing or very willing to pay for newspaper and magazine subscriptions specially formatted for e-readers, compared to just 22 percent of non-iOwners. Similarly, 50 percent of iOwners who also own an e-reader said they had spent at least $60 on e-books in the past three months compared to only 24 percent of non-iOwners. These findings suggest that those who are already familiar and comfortable with making digital content purchases via iTunes may have a relatively higher receptivity to making similar purchases for the iPad.