Survey: consumers less likely than ever to pay for online news - WKOW 27: Madison, WI Breaking News, Weather and Sports

Survey: consumers less likely than ever to pay for online news

NEW YORK (WKOW) -- Consumers are less likely than ever to pay for their news online, according to a new survey by the Project for Excellence in Journalism's annual assessment.

About 35 percent of online news consumers say they have a favorite site they check every day. But there's little brand loyalty: 82 percent with a preferred news site say they'd look elsewhere if that site started demanding payment.

Experts say the results show that getting people to pay for news at this point would be "like trying to force butterflies back into their cocoons."

In addition, a new Pew Internet-PEJ survey finds only 21 percent rely primarily on one destination for news online. Most people range from using between two and five websites and only 12 percent use more than six.

For the online survey, the project interviewed 2, 259 people between Dec. 28, 2009 and Jan. 19, 2010.

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