A survey carried out by digital rights firm Olswang shows higher level of willingness amongst iPhone owners to pay for online content, such as catch-up TV or applications, than that displayed by the rest of the online mobile community.
Whilst only 30 per cent of respondents would be willing to pay for on-demand video services streamed to their PCs or mobiles, over 40 per cent of those who owned iPhones were in support of paying for the same services.
Ownership of an iPhone may suggest affluence, however experts analysing the statistics have determined that it has less to do with disposable income and more to do with the fact that iPhone owners are in the habit of paying for their content, whilst other online users have come to expect most media and applications to be free.
The survey also revealed that the most lucrative online media would be film and television content, since nearly 60 per cent of respondents would happily pay to see a brand new film online. iPhone users were again ahead of the curve in this respect, with 74 per cent ready to pay for a recent release.
On demand video, which most broadcasters now offer free of charge online, was also something that some of those questioned would be willing to pay for.
Although much of the report bodes well for audiovisual broadcasters and software developers, there was little evidence to improve the outlook for those providing news services online. Under 20 per cent of respondents would be willing to buy a newspaper article or even an entire publication in digital form.
Billionaire media mogul Rupert Murdoch is seen to be at the greatest risk of losing out if the report's findings are true, since many of his publications which are available online will soon be accessible only to those who are willing to pay for the privilege.
Commentators believe that the best way for news resources to adapt to the new environment is to create compelling and versatile applications for mobile phones which consumers will be far more likely to want to pay for.