US Internet Users' Preference for Ad-Supported vs. Paid Access to Premium Digital Content, Summer 2016 (% of respondents) - eMarketer
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US Internet Users' Preference for Ad-Supported vs. Paid Access to Premium Digital Content, Summer 2016 (% of respondents)

Chart Profile

  • Measurement:

    (% of respondents)

  • Data Covered:

  • Source:

    Jun Group | Nielsen

  • Methodology:

    Data is from the January 2017 Nielsen Media Labs report titled "Assessing the Impact of Value Exchange" commissioned by Jun Group. The report is based on 3 waves of research conducted during summer 2016. All consumer research was conducted among US respondents ages 18-54. An online panel of 1,200 US internet users were shown ad content with either value exchange (e.g., opt-in or rewarded video), native ad or pre-roll formats (n=400 per format), then surveyed to assess engagement and effectiveness. In addition, a study was conducted using the mobile value exchange format in a live campaign for a large quick-service restaurant brand. The study examined purchase intent among 737 US adults (n=461 control, n=276 exposed) and awareness among 867 US adults (n=648 control, n=219 exposed). Finally, 21 media planners and buyers at agencies or media buying services in major US metropolitan markets participated in a qualitative study. Jun Group is a video advertising and branded content platform.

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