So what kind of content and services make people most willing to open their wallets? A wide range -- including games, anti-spam and anti-virus services, entertainment content, adult content, and dating and financial services.
In fact, almost 20% of internet users have paid fees for content or services other than their access to the internet -- this has more than doubled in the past four years. Men, a difficult demo to reach with advertising, appear more willing to pay for content and services than women, by almost 2 to 1. The 25-to-54 demo tends to be less price-conscious.