Analyzing the Interest in Digital Wellbeing Services : Are People More Willing to Pay for Them on Social Network Sites or Messaging Platforms?

The prevalence of social network sites (SNS) and messaging platforms (MSG) has transformed the way people communicate, interact, and share information. However, concerns about digital wellbeing have arisen due to issues such as personal information disclosure, excessive usage, fake news, extremism, and mental health challenges. This study aims to investigate the level of interest in digital wellbeing services on both SNS and MSG, and explore potential differences in willingness to pay (WTP) for these services between the two types of online platforms. The analysis encompasses the demographic factors of age, gender, financial wellness, and education level. Data was collected from 262 participants through an online questionnaire, focusing on ten digital wellbeing services. The findings indicate that overall, the WTP for digital wellbeing services was higher on SNS compared to MSG across the entire sample and among different demographic factors. However, variations were observed at the individual service level. For instance, participants demonstrated greater willingness to pay on MSG for services related to data protection and abstaining from data usage for marketing purposes. On the other hand, they showed a stronger inclination to pay on SNS for services aimed at addressing issues of fake news, radicalization, and excessive online usage. These preferences remained consistent across various demographic factors, with no significant interactions or between-subject effects observed, suggesting that the impact of the platform on WTP was consistent across the demographics studied. The research provides valuable insights into consumers' valuation of digital wellbeing services, which can guide market players and policy makers in tailoring their offerings and strategies accordingly