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January 30, 2024
Monthly Amount US Consumers Would Pay for Websites, Apps, and Online Services If They Were Not Able to Access Them for Free, by Generation, Nov 2023
Note
Respondents were asked, "If the websites, apps and online services you use for free did not have advertising, and you had to pay to use them, how much would you pay per month?"Methodology
Data is from the January 2024 Interactive Advertising Bureau (IAB) report titled "The Free and Open Ad-Supported Internet: Consumers, Content, and Assessing the Data Value Exchange." Over 1,500 US consumers ages 18-64 were surveyed during July-November 2023. Generational respondents were broken out into Gen Z (19% 1997-2005), Millennials (34% 1981-1996), Gen X (35% 1965-1980) and Boomers (12% 1959-1964).Chart Title
Monthly Amount US Consumers Would Pay for Websites, Apps, and Online Services If They Were Not Able to Access Them for Free, by Generation, Nov 2023Publication Date
January 30, 2024