平板設(shè)備顯然改變了使用者觀看數(shù)字內(nèi)容的方式，但最近有一項(xiàng)研究顯示，平板設(shè)備可能也會(huì)影響使用者付費(fèi)購(gòu)買數(shù)字內(nèi)容的意愿。 根據(jù) FTI Consulting 所做的一項(xiàng)研究，平板設(shè)備使用者會(huì)比一般筆記本電腦、PC或是智能手機(jī)使用者更愿意付費(fèi)訂閱線上報(bào)紙或是雜志：“這些結(jié)果顯示，精心打造的數(shù)字媒體策略，可能會(huì)為傳統(tǒng)媒體帶來(lái)新的營(yíng)收管道?！? 該項(xiàng)調(diào)查對(duì)于受數(shù)字內(nèi)容趨勢(shì)打擊最嚴(yán)重的印刷媒體來(lái)說(shuō)意義特別深刻，因?yàn)樾袆?dòng)計(jì)算機(jī)使用者大多數(shù)愿意花一點(diǎn)小錢下載音樂(lè)、視頻與電影，卻不太有意愿付費(fèi)訂閱線上報(bào)紙或雜志。 根據(jù)調(diào)查結(jié)果，在受訪的超過(guò)1,500位平板設(shè)備、PC與智能手機(jī)使用者中，有74%表示會(huì)閱讀線上新聞，但只有21%的受訪者有付費(fèi)訂閱新聞；目前尚未付費(fèi)訂閱、但表示有意愿訂閱的受訪者則為7%。 此外，有53%的平板設(shè)備使用者(以及35%的非平板設(shè)備使用者)表示，他們可能會(huì)受到吸引而付費(fèi)下載某些功能；舉例來(lái)說(shuō)，有五成的18~45歲使用者表示，他們可能會(huì)愿意花錢訂閱數(shù)字與印刷內(nèi)容的組合產(chǎn)品。 該報(bào)告作者Bruce Benson表示，媒體業(yè)者可能是鎖定了不正確的潛在觀眾：“如果你問(wèn)目前不愿意花錢訂閱線上報(bào)紙的人們，是否有意愿付費(fèi)？你就是鎖定了錯(cuò)誤的商機(jī)；媒體業(yè)者也許在專注于拉攏“新”客戶方面，能有一些小小成績(jī)，但真正的商機(jī)在于那些已經(jīng)訂閱印刷媒體、或是會(huì)固定購(gòu)買零售報(bào)紙的人。“ FTI Consulting的調(diào)查還有另一個(gè)有趣的發(fā)現(xiàn)，是平板設(shè)備并非是人們進(jìn)行社交媒體互動(dòng)時(shí)偏好使用的設(shè)備。 “平板設(shè)備主要被用來(lái)消耗數(shù)字內(nèi)容，甚至扮演線上視訊“開發(fā)裝置(discovery devices)”的角色；有些使用者是在用了平板設(shè)備之后，才開始增加TV內(nèi)容的訂閱支出?！霸搱?bào)告也顯示，無(wú)論是平板設(shè)備或非平板設(shè)備使用者，都有很強(qiáng)的意愿在某些傳統(tǒng)媒體有數(shù)字(線上)版本時(shí)付費(fèi)訂閱。 筆者實(shí)在對(duì)這些調(diào)查結(jié)果感到驚奇，我到現(xiàn)在都還沒(méi)有付費(fèi)訂閱過(guò)很多我購(gòu)買的報(bào)紙與雜志的線上版；所以我想我應(yīng)該還是那些推銷員們的頭號(hào)目標(biāo)吧(我還是常接到推銷電話)？身為一個(gè)產(chǎn)業(yè)媒體記者，我會(huì)以讀者的角度思考；我的公司提供各種數(shù)字內(nèi)容，我的工作也與這些內(nèi)容的大部分直接相關(guān)。 該FTI Consulting的報(bào)告還提到：“平板設(shè)備開啟了一個(gè)重要的新戰(zhàn)線，讓媒體業(yè)者吸引那些已經(jīng)展現(xiàn)對(duì)數(shù)字內(nèi)容有需求與付費(fèi)意愿的消費(fèi)者；雖然對(duì)消費(fèi)性?shī)蕵?lè)與新聞媒體產(chǎn)業(yè)來(lái)說(shuō)，平板設(shè)備并非是萬(wàn)靈丹，但這類裝置顯然為致力提高收入的內(nèi)容制作與媒體業(yè)者提供了一個(gè)具有價(jià)值且可見的激勵(lì)因素?！? Benson補(bǔ)充指出：“平板設(shè)備的潛在利用價(jià)值需要被更深入了解；媒體業(yè)者要遏止傳統(tǒng)收入來(lái)源縮減、掌握數(shù)字內(nèi)容營(yíng)收的關(guān)鍵策略是，專注于了解平板設(shè)備使用者目前所消耗的內(nèi)容以及想要的內(nèi)容，然后以合理的價(jià)值主張來(lái)提供這些內(nèi)容?！? 你是否也正透過(guò)平板設(shè)備閱讀這篇文章呢？ 編譯：Judith Cheng 參考英文原文： Tablet Users Willing to Pay for Digital Content，by Barbara Jorgensen；本文作者為EBN社群編輯 本文授權(quán)編譯自EBN Online，版權(quán)所有，謝絕轉(zhuǎn)載

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{pagination} Tablet Users Willing to Pay for Digital Content Barbara Jorgensen Tablet computers are clearly changing the way users view digital content, but a recent study indicates tablets may also influence users' willingness to pay for that content. Tablet users are more likely to pay for online subscriptions to newspapers and magazines than users of laptops, PCs, or smartphones, according to research from FTI Consulting Inc. "These results suggest that well-formulated digital media strategies may offer new revenue prospects to traditional media," the researcher says in a press release. The study has significant implications for print media, which have been hit hardest by the transition to digital content. Mobile computer users have largely been willing to pay a nominal fee for music, video, and movie downloads. They have been less willing to pay for newspapers or magazines. According to the study, which polled more than 1,500 tablet, PC, and smartphone users, 74 percent of respondents read news online, but only 21 percent pay for that online news access. And just 7 percent of the readers who do not currently pay say they would be willing to do so. Also, 53 percent of tablet users (and 35 percent of nontablet users) said they could be induced to pay for some features. For example, about half of users ages 18–45 said they might pay for a bundled combination of digital and print content. Authors of the study said media companies may be targeting the wrong audience of prospective users. From the press release: "If you are asking whether people who currently refuse to pay for online newspapers will begin to pay, then you are focused on the wrong opportunity. Media companies may win a small number of converts focusing on 'new' customers; but the real opportunity exists among individuals who currently have print subscriptions or are regular newsstand purchasers. It's these individuals who can be enticed to pay for a bundled print/digital subscription that offers special features unavailable to non-subscribers," said Bruce Benson, a Senior Managing Director and Global Leader of Communications, Media and Entertainment Solutions at FTI Consulting. Another interesting finding is that tablets are not the preferred device for social media interaction: Instead, tablets are used primarily for consumption and appear to serve as "discovery devices" for video content online, possibly driving some users to increase TV subscription expenditures after becoming a tablet owner. The report also reveals that both tablet and non-tablet users show strong willingness to substitute digital for conventional media when they have online alternatives available. I'm actually surprised by the findings. I don't pay yet for online subscriptions to many of the newspapers and magazines that I buy. I figured that I'm still the prime target for all those telemarketers (which still call me on a regular basis). As a business journalist, I'm thinking about our readers. My company provides all types of digital content, and I'm directly involved in most of them. The FTI press release also says: "Tablets offer an important new front to woo consumers who already have shown a willingness to consume and pay for content. While tablet devices are not the panacea for the ills of the consumer entertainment and news media industries, these devices clearly can provide a valuable and viable boost for revenue-challenged content production and media companies," added Benson. "Tablets must be understood for the potential they offer. A key element in stemming the decline of traditional revenue streams and monetizing digital revenue is to focus on what tablet users consume and want to consume and to provide that content to them with a reasonable value proposition." Are you reading this on a tablet? Write us at editors@ebnonline.com, and let us know.