The new figures are expected to encourage media groups to start paywalls for their news websites.
About 58 per cent of the respondents said they would not pay while 8 per cent had already subscribed to some sites. Consumers under 35 were more willing to pay than their elders, the Nielsen survey has revealed.
About 85 per cent of people said content that is currently free online should remain so, while 79 per cent were unwilling to pay for online information which they believe they could find elsewhere for free.
Audiences in North America and Europe who have accessed free online content for a long time are the least eager to pay.
Consumers appeared most prepared to pay for TV shows, movies, music, and games. More people were willing to pay for accessing magazines than newspapers online.
Micropayments and financial transactions involving nominal payments were the most popular charging model.
About one-third of respondents said that they do not want advertisements on paid web content.