75% Willing To Pay For Online Content: Elastic Path Report

VANCOUVER, BRITISH COLUMBIA -- (Marketwire) -- 01/31/11 -- Elastic Path Software, provider of the industry's most flexible enterprise ecommerce platform and ecommerce consulting, today released a new research report on generating revenue for online content. The report reveals how different demographic groups consume online video, the key drivers of consumption, and actionable recommendations for media providers. This report provides compelling data and insights for organizations selling content to consumers including telecom, entertainment, media, and cable companies.

A surprisingly large portion of online video viewers (75%) are willing to pay for certain content, while 40% have paid to access online content in the past year. Gen Ys (18-34 year olds) are an excellent target for media providers, as they are the most active demographic online and are willing to pay for most types of content.

"Some of the consumer attitudes we discovered in this new report have brought to light misconceptions towards paying for online content and advertising effectiveness in younger demographics," said Cliff Conneighton, chief strategy officer at Elastic Path. "These old, rigid beliefs are no longer true. Companies that fail to understand consumer attitudes and behaviors towards online video risk losing out to the competition."

Consumer appetite for online video continues to grow as new services, devices, and technologies proliferate. With few precedents to look to, media providers must explore innovative strategies, payment models, and features to attract and acquire customers.

Elastic Path publishes original research on issues impacting the ecommerce industry. Access the free research report, Monetizing Online Video, at www.elasticpath.com/research.

About Elastic Path Software

Elastic Path provides the industry's most flexible enterprise ecommerce platform and strategic ecommerce consulting. We help innovative enterprises sell more digital goods and services in a way that is flexible, social, and everywhere. Major global brands such as Symantec, Time Inc., and Virgin Media rely on Elastic Path to innovate and grow. Web: www.elasticpath.com Blog: www.getelastic.com.

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Elastic Path Software
Thao Ngo
Director, Marketing Communications
604.408.8078 x.497

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