When it comes to paying for digital content, either online or via mobile, consumers' attitudes differ, especially if we are talking about various regions and content types.

KPMG has just published its fourth world “Consumers and Convergence” survey which indicates that consumers continue to believe most content should be free, but are willing to pay for some premium content such as movies and music. According to the study findings, 43 percent of respondents (the survey includes 5,627 consumers in 22 countries) are willing to pay for frequently used online and mobile content, with consumers in Brazil, Russia, India and China (BRIC) far more willing than those in G7 countries. Thus, 22 percent of BRIC mobile users are willing to pay for an entire site’s content, as compared to 8 percent of G7 mobile users. Some of those who will pay for content prefer to pay only for specific sections of a site (35 percent of consumers in BRIC countries versus 14 percent of those in G7 countries). Among those who said they would be prepared to pay, entertainment content, including games, video, and music, have perceived premium allure, the research indicates.

Nevertheless, the vast majority of global consumers believe access to most digital content should be free, with 57 percent saying they will not pay for frequently used content and would look for the same or similar content elsewhere via a “free” site.

According to research, security and privacy still dominate users’ concerns when initiating online and mobile transactions, but they have also started to set them aside and enjoy the benefits of conducting personal business via the mobile channel.