Research Report: Europe online – an experience driven by advertising

The research company GfK conducted online surveys with over 11,000 internet users across 11 EU countries. They explored the types of content they access online, their attitudes to data-driven advertising, and their willingness to pay for content as an alternative to advertising.

Key findings include:

• 68% of European internet users say they would never pay for news content online – even if no free content were available
• 83% prefer free content with advertising to being required to pay
• 92% say they would significantly reduce their internet use if asked to pay for content
• 69% are willing for browsing data to be used in advertising, in order to access free content