Even with a vast amount of free content available, tablet owners aren’t opposed to paying for the media they really want. Nielsen looked at willingness to purchase media content among tablet owners in the U.S., U.K., Germany and Italy and found that Americans are the most likely to pay for all categories of media content, except news.
• Most U.S. tablet owners have paid for downloaded music (62%) and books (58%) for usage on their device. Approximately half have paid for movies (51%).
• News is the top content category among the European tablet owners surveyed: 44 percent of tablet owners in Italy, 19 percent of tablet owners in the UK, and 15 percent of tablet owners in Germany say they have paid for tablet news content.
• Among the European countries, Italians are the most willing to pay for media content on their tablet.