美國互聯網付費內容市場研究報告（英文版）.pdf23

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
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