TripAdvisor has realised its reviews are valuable, yet many of the sites users never logged in. They
Question:
TripAdvisor® has realised its reviews are valuable, yet many of the site’s users never logged in. They simply read the reviews, but never contributed. To resolve this, the site created a content gate and hides ‘more of the review’, as shown in Figure 4.9. To access the material, the visitor must share their details, which enables TripAdvisor® to gather more user data and better tailor its ads – as well as keeping its advertisers happy with a larger database.
Questions • What is your view on paywalls?
• If you think they are acceptable, how much of the content should be shared?
• If you think they should be removed, how can the organisation pay the staff salaries?
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The concept of paywalls or in this case a content gate where users must provide personal information to access content is a prevalent strategy in digi...View the full answer
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Jeff Omollo
As an educator I have had the opportunity to work with students of all ages and backgrounds. Throughout my career, I have developed a teaching style that encourages student engagement and promotes active learning. My education and tutoring skills has enabled me to empower students to become lifelong learners.
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