People prefer free or ad-supported content over ad-free content via a subscription service, according to a research report by programmatic marketing provider MiQ.

Globally, 78% of consumers surveyed said they don’t like ads but wouldn’t pay for ad-free versions of most of their preferred content. And 51% think having advertising in the content they watch or read is a necessary trade-off to get free or cheaper content.

However, in possible recognition of the economics of providing that content, 34% of respondents also expect to spend more on or subscribe to more subscription services in the next five years.

The Future Consumer report noted that for advertisers, the challenge of new platforms and channels is how to move past being a burden or obstacle and become something less onerous for the consumer.

Conducted by Sapio Research, 5,630 consumers across eight countries were surveyed. In the Asia-Pacific region, the survey covered China (1004), India (808), Australia (358) and Singapore (356).

China highlights 

Media

  • On average people spend $14.53 a month on media subscriptions and 51% expect to spend/subscribe more to subscription services in the next 5 years.
  • 73% have a subscription to iQiyi.

Shopping

  • The category most likely to be purchased online is Consumer Electronics & Tech (44%), and the least likely to be purchased online is Food & Grocery (37%).
  • People generally prefer to purchase Consumer Electronics & Tech products online (48%) and Food & Grocery products offline (30%).
  • When shopping online people are most likely to be satisfied with Consumer Electronics & Tech purchases (82%) and least likely to be satisfied with Food & Grocery purchases and Entertainment (75%).
  • People expect the use of wearable (34%) and voice devices (36%) for purchasing online to increase.

India highlights 

Media

  • People prefer free or ad-supported content over ad-free content via a subscription service (71% vs. 29%) and 57% think having advertising in the content they watch or read is a necessary trade-off to get free or cheaper content.
  • 63% of respondents have a subscription to Hotstar.
  • On average people spend $13.86 a month on media subscriptions and 57% expect to spend/subscribe more to subscription services in the next 5 years.

Shopping

  • The category most likely to be purchased online is Travel (51%), and the least likely to be purchased online is Food & Grocery (42%).
  • People are most likely to prefer to purchase Travel products online (62%) and Food & Grocery products offline (31%).
  • When shopping online people are most likely to be satisfied with Entertainment (79%), Travel (82%) and Consumer Electronics (78%) purchases and least likely to be satisfied with Food & Grocery purchases (36%).
  • People expect the use of wearable (27%) and voice (25%) devices for purchasing online to increase.

Australia highlights 

Media

  • People prefer free or ad-supported content over ad-free content via a subscription service (83% vs. 17%) and 51% think having advertising in the content they watch or read is a necessary trade-off to get free or cheaper content.
  • 54% have a subscription to Netflix.
  • On average people spend $12.25 a month on media subscriptions and 22% expect to spend/subscribe more to subscription services in the next 5 years.

Singapore highlights

Media

  • People prefer free or ad-supported content over ad-free content via a subscription service (77% vs. 23%) and 57% think having advertising in the content they watch or read is a necessary trade-off to get free or cheaper content.
  • 53% have a subscription to Netflix.
  • On average people spend $18.04 a month on media subscriptions and 38% expect to spend/subscribe more to subscription services in the next 5 years.

Sourced from MiQ; additional content by WARC staff