The research company Nielsen unveiled new surprising facts concerning the users’ content preferences.

It’s not a surprise, that the majority (85%) of online consumers prefer free content. However, Nielsen found some categories of content would be willing to consider paying for access.

Nielsen thus asked more than 27,000 respondents across 52 countries about what types of online content they would be willing to pay for. So it was found consumers are most likely to pay for online content they would pay for offline including movies, music, games, and television shows.

Company’s survey found consumers worldwide generally agree that online content will have to meet certain guidelines before they spend money to access it.

78% of respondents have a firm belief if they already subscribe to a newspaper, magazine, radio or television service they should be able to use its online content for free.

71% of consumers worldwide consider online content of any kind will have to be much better than what is currently free before they will pay for it.

79% would no longer use a web site that charges them, presuming they can find the same information at no cost.

As a group, they are ambivalent about whether the quality of online content would suffer if companies could not charge for it-34% think so while 30% do not; and the remaining 36% have no firm opinion.

But they are far more united (62%) in their conviction that once they purchase content, it should be theirs to copy or share with whomever they want.