Chart of the Day: Gen Z will pay up

Gen Z will pay the most among generations for websites, apps, and online services [Insider Intelligence]( [Chart of the Day]( of the Day]( Charts. News. Analysis MARCH 11, 2024 [Gen Z is willing to pay more than any other generation for websites and apps]( [Gen Z will pay the most among generations for websites, apps, and online services ]( Key stat: Out of all US generations, Gen Z is willing to pay the most ($229.14 per month) for websites, apps, and online services if they could not access them for free (no ads or subscription fee), according to November 2023 data from the Interactive Advertising Bureau (IAB). Beyond the chart: - Gen Zers may be willing to pay for online services, but they’re also the most likely to access [streaming TV through someone else’s subscription]( according to DISQO, with more than half (55%) of Gen Zers saying they’re password-sharers. - 91% of consumers say they would react negatively if free websites and apps they use started charging. That means companies considering a paywall need to add value for subscribers. - For websites and apps opting against charging consumers, there’s good news. Nearly seven in 10 (69%) of consumers agree it’s a fair trade-off to see ads in exchange for free services, per the IAB. Use this chart: - Evaluate subscription plans and prices. - Understand how different generations are willing to spend. [Read online]( More like this: - [Consumers are okay with more ads if they don’t have to pay]( - [4 ways retail membership programs can compete with Amazon]( - [3 ways brands can adapt to Gen Z’s evolving shopping habits]( - [Guide to Gen Z: What matters to this generation and what it means for marketers]( More Chart of the Day: - 3/8 - [CPGs want peak performance]( - 3/7 - [OTT stronghold]( - 3/6 - [Top social channels for brands]( - 3/5 - [No ads vs. paying more]( - 3/4 - [On-site with retail media]( EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more, that our clients utilize to add credibility to their strategy presentations and demand generation messaging. See more [charts](. Was this email forwarded to you? Sign up [here](. Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](