Consumer still don't like paying for online content, but resistance has somewhat weakened, according to a new JupiterResearch, writes DM News. Adoption of paid content is up from last year, though 64 percent of adults still say they wouldn't pay for content to avoid online advertising. However, 31 percent of online adults paid for content, up 5 percentage points from last year. Paid content across all categories is expected to grow 31 percent this year to $3.8 billion, increasing to $8.9 billion in 2010, Jupiter said. Excluding games and music, content is projected to grow slowly, from $2.1 billion this year to $3 billion in 2010.