Consumers are dramatically benefiting from the freemium model of sites with research indicating a gap between what consumers are willing to pay and there seems to be a set threshold. According to research conducted by McKinsey, “”Only 20% of internet users choose to pay for at least one online service such as media entertainment” with suggestions inferring that “…only a price drop will increase the numbers of those willing to pay.” How sustainable is this getting more than giving practice? European market research numbers are indicating that consumers on average are getting about €10 more a month in value, or in other words taking €10 in value from providers.
