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.

 

Case Questions

1. What is your view on paywalls?  

2. If you think they are acceptable, how much of the content should be shared? 

3. If you think they should be removed, how can the organisation pay the staff salaries?