06/04/2009

UK consumers would rather watch adverts in return for free, online content, a new study has claimed.

According to research by financial firm KPMG, people are more willing to view online adverts when they are undertaking leisure activities.

The findings showed willingness to watch the content is highest for 47 per cent when shopping via the internet while 35 per cent said their appetite was at it highest while social networking.

Using navigational tools or making a phone call are the times when people would prefer not to receive any adverts, the study revealed.

Tudor Aw, convergence partner at KPMG, said: 'This willingness to view adverts in exchange for free content is good news for advertisers and is perhaps a pointer in the on-going debate over whether advertising or subscription is the right revenue model.

'This research indicates that in the UK consumers are more likely to access content that is ad-supported, than subscriptions, but this varies globally.'

KPMG undertook the survey to provide an overview of online consumer trends.