When Radiohead announced their new digital album In Rainbows would be available on a pay-what-you-want scheme, maxed-out credit cards everywhere breathed a sigh of relief. But just how much – or how little – were fans willing to pay for the band’s latest masterwork?
According to internet research group ComScore, 38% of consumers paid an average of US $6. The remainder paid nothing. Of the payers, 17% paid less than $4, 6% paid between $4 and $8, 12% paid between $8 – $12 and 4% paid more. The study also found that buyers in the US were willing to pay more than non-US fans.
As previously reported on inthemix, the band took an estimated $10 million dollars from sales of In Rainbows in a single day, so those who paid nothing shouldn’t feel too guilty…
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