According to a study by Lyra Research’s Content Intelligence Group, about 20 million Internet users in the US have paid for web content. 43% opened their wallets because the paid site was the only place they could find what they wanted, while 39% paid simply because they were curious about the content.
Adult material was the largest category, with 45% of those surveyed saying they paid for such content. Industry- specific business sites were second-most popular (attracting 27% of the paid audience) and online database services were third (18%). 10% of respondents said they had paid for premium music and news sites.