Indian internet users are ready to pay for online content especially books, magazines, music, and professionally produced videos and television shows, a recent survey has unveiled.

Carried out by The Nielsen Company, the research has shown that 70 percent of those surveyed are willing to pay for online content if they are allowed to copy and share it with other persons while 63 per cent accept to pay if the payment system is user-friendly. 61 percent Indians would approve payments for similar online content if the costs were comparable with what they currently pay offline for it.

The survey has also revealed that Indian online consumers are much more inclined to buy content which has been professionally produced such as music and magazines (47 percent), books (50 percent) as well as videos and television shows (46 percent). On the other hand, they are reluctant to pay for online content that has been generated by fellow consumers, such as blogs (70 percent), social communities (61 percent), and consumer-generated videos (60 percent).

The Nielsen survey interviewed more than 27,000 consumers in 54 countries globally and examined consumer attitudes towards paying for online content.