Report shows reluctance to pay full price for pix and programs

LONDON — The number of U.K. consumers who want to download full-length films and TV shows to their PCs is growing, but they remain unwilling to pay full price for this content, according to a report published Monday by London-based law firm Olswang.

Olswang polled 1,500 13-55 year olds and found that while 40% of respondents are already downloading or streaming audiovisual content, 50% are unwilling to pay for this and a further 40% are not willing to pay more than $10 a month.

The survey also reveals a behavioral shift in the way consumers watch TV. Sky+, which allows subscribers to record content and watch it at their leisure, came in as consumers’ second most desirable device behind cellphones.

Driven by a desire for increased choice of content and viewing times, demand for video-on-demand is growing: 38% of consumers, on top of the 12% who are already receiving VOD, state they are interested in receiving VOD on their television sets.

Viewing content on cellphones still does not excite British consumers, according to the Olswang research: 90% of respondents have not yet streamed or downloaded any clips or trailers to their cellphones and, of these, more than 70% stated they have no interest in this activity.

This distinct lack of interest is despite the launch of a range of cellphone TV services in the U.K. in the past 12 months.

The report suggests the slow growth in demand for cellphone TV is attributable to consumers desire for full-length content — not clips or trailers — and the perception that this full-form content is not really suited to mobile consumption, other than in cases where content is short but complete in itself, such as music videos.

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