You have to jump it at once and it is an all or nothing choice. It is much better way that each time they use a page they pay a few cents. It will be similar to turning on the light switch. They are charged a very small amount of money to do whatever they want. He said Web users were different when it came to advertising because they were always moving and could surf from one site to another.
Newspapers are an immersive experience.
You buy it and you are not going to get another. On the Web it was different. You are surfing, there is movement, it is goal directed. It is a very different set of behaviour. Mr Nielsen was also highly critical of WAP mobile phone technology, saying it took far too long for users to get what they wanted using the small screens.