Users of the Apple iPhone are among the heaviest users of digital content and are also more willing than any other consumer to pay for a wide range of types of content, according to findings in this year's Olswang Convergence Survey, just published.

iPhone users are heavy users of services such as on-demand TV - not only on their phones (19% of iPhone users compared to 3% of the survey base, which is representative of users of the UK online population as a whole) but also on other devices, such as the main TV at home (37% of iPhone users compared to 26% of the survey base).

When asked about their future desire to use these services, 37% of iPhone users want to access on-demand TV via their mobile phones in the future (as against 11% of the overall survey base).

iPhone users also demonstrated greater willingness to use micropayments and subscriptions to pay for access to a broad range of content.

There was a willingness among those surveyed to pay for a wide range of content online. The good news for movie studios and producers is that the survey found that films represent the content for which consumers are most willing to make micropayments, with 58% of those adults surveyed saying they would pay, to access online, a film just released in cinemas, 52% saying they'd pay for to access a film which won't be on DVD for at least two months and 40% saying they would pay to access a film which is already on DVD or pay-TV. Among iPhone users, these figures leap up to 73%, 67% and 54% respectively.

Consumers are also surprisingly willing to pay for some content which they currently get for free, such as catch-up of the last seven days of TV – which 30% of the online population as a whole and 41% of iPhone users were willing to make micropayments or set up a subscription to pay for.

However, the news was much less positive for newspapers, with only 19% of adult respondents (and only 30% of iPhone users) indicating any willingness to make micropayments or take out subscriptions for newspaper articles or columns.

John Enser, Partner, Olswang said: "The digital ecology has a complex mix of free, ad-supported and paid-for content. As people look to access social media and consume music, films and TV shows on an increasing range of devices, it appears that they can be taught to pay, just so long as it is easy and painless and that they value what they receive in return. However, newspaper owners have an uphill struggle to convince consumers to pay."

The survey was conducted by Olswang, one of the UK's leading law firms, and YouGov who carried out an online poll of 1,013 UK adults and 536 13-17 year olds. Olswang also spoke to more than 25 executives from leading businesses which are affected by convergence.

Story filed 05.12.09