Can pay, won't pay?

Nielsen Research asked 27,000 people from 52 countries what they have paid for on the internet and what they might pay for. Movies top the list, but only about 10 per cent of people have actually bought them online and less than 60 per cent of respondents said they would consider paying for them. It's no surprise that 85 per cent of people said they'd prefer everything to be free. Is there a business model for paid content within this data?