19% of iPhone users are watching on-demand TV content

UK law firm Olswang has published its 2009 Convergence Survey - a study of how people are using devices to access digital content.
The headline finding is that iPhone users are unsurprisingly heavy users of digital content - but interestingly are also more willing than other consumer groups to pay for that content.
19% of iPhone users surveyed said they access on-demand TV on their handsets, and 37% said they want to do so in the future. 41% said they are willing to pay (via micropayments or a subscription) for catch-up TV shows.
They were also asked about films, with 73% of iPhone users saying they'd pay to watch a film that's just been released in cinemas on their iPhone. However, only 30% said they would pay for newspaper articles or columns.
"Having discovered the habit and simplicity of paying for apps and other services on the iPhone, it would seem that iPhone owners are also more willing to pay for content of many types than the general online population," says Olswang partner Matthew Phillips.

"To maximise their revenue opportunities in the digital environment, companies need to build payment solutions into consumer propositions on other platforms that are as easy to use as that on the iPhone."

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