UK consumers suffer ads for free online content

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Almost two thirds of UK consumers prefer to watch online advertisements to access free web content, rather than having to pay for it, according to research.

KPMG's third annual global Consumers and Convergence survey shows the UK consumer’s liking for viewing web ads is highest when doing simple tasks such as shopping online or social networking and lowest when doing set tasks such as making a phone call or navigating.

Only 16 per cent of UK consumers prefer to pay for their online content and avoid ads and 21 per cent would pay to avoid these ads on their mobiles. These numbers double worldwide, with many more consumers wanting to pay for their internet as opposed to viewing the ads.

On the subject of viewing advertisements on their mobiles, around 40 per cent of UK consumers surveyed are willing to watch mobile ads in exchange for free music along with 28 per cent who will view the ads to gain access to free instant messaging. Globally, these numbers are even higher with 49 per cent for free music and 44 per cent for the instant messaging.

“The results of this year’s survey provide a clear message that UK consumers prefer to watch ads in exchange for free online content, particularly given current economic conditions,” said KPMG’s convergence partner Tudor Aw.

“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.”

The survey also gives service providers an insight into what consumers really value. Those surveyed were asked what mobile services they were willing to pay for. Music and navigation topped the list, with UK consumers buying the most music in this way compared to their European counterparts.

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