美国互联网付费内容市场研究报告(pdf 23页)(英文)

Introduction: Letter from the OPA Executive Director..................................... 3
Executive Summary......................................................................................... 4
Research Details ............................................................................................. 5
! Online Paid Content Market Continues to Grow................................................. 5
! Revenue Dip in Q4 Breaks Six-Quarter Trend ................................................... 5
! Slow Holiday Season is a Contributor to Slow Q4 Revenue in
All Types of eCommerce...................................................................................... 6
! Consumer Acquisition Still in Play ................................................................... 6
! Growth of Personals/Dating Outpaces All Other Categories, Making it the
Largest paid content category in 2002 .................................................................. 7
! Greeting Cards, Personals/Dating and Sports Drive Overall Growth..................... 9
! Subscriptions Continue to Be the Dominant Pricing Model
for Online Content Sales ................................................................................... 10
! Most Content Sold on a Single Purchase Basis Falls into the $5-$50 Range ........ 12
! Single Purchases of Content Priced at $50 or More Declined in Q4 2002 ............ 13
! The Number of U.S. Consumers Paying for Online Content Continues to Grow.... 15
! Average Annual Subscription Price Dips Slightly, While Monthly Price
Shows Strong Gains ......................................................................................... 16
! Top 25 Site Rankings .................................................................................. 16
Selected Category Analysis
! Personals/Dating Sites are the Standout for 2002........................................... 17
! Business/Investment Content: A Maturing Market .......................................... 17
! Entertainment/Lifestyles.............................................................................. 18
! Online Greeting Cards: Poster Child for Free to Paid........................................ 18
! Seasonality Primarily Observed in Fantasy Sports ........................................... 19
Conclusions................................................................................................... 19
Appendices
! Appendix A: Survey Scope and Methodology.................................................. 20
! Appendix B: Definitions of Content Categories................................................ 22
! Appendix C: About the OPA ........................................................................ 23

INTRODUCTION
The year 2002 will go down as the year in which the conventional wisdom about paid
online content changed. Whether or not consumers will pay for content is no longer a
matter of debate. Clearly, they will. In fact, by the end of 2002, one in ten online users
in the U.S. were regularly paying for some form of content, and total content sales for the
year reached $1.3 billion dollars. This is the second consecutive year in which paid
content revenues registered an annual growth rate of nearly 100%.
Growth at this pace cannot be sustained forever, and there are indeed some signs that it
is beginning to attenuate. After seven successive upward quarters, Q4 2002 recorded a
slight dip in revenues compared to Q3, though total revenues for the quarter were still
nearly 50% higher than the corresponding quarter in 2001. Further, even though
revenues for all measured content categories grew substantially in 2002 relative to 2001,
by Q4 of ’02, only three – Greeting Cards, Personals/Dating and Sports – were growing at
rates above the annual average. This is in sharp contrast to Q1 2002, when quarterly
revenues were up more than 150% from the corresponding quarter in 2001, and six
categories were growing at rates above the average.…………

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