Brits are happy to watch advertising on the Internet or their mobile phones if this means they will get videos, music or other content for free, a survey has found. About 60 per cent of people polled by KPMG, the professional services group, said they would rather watch advertising on the Internet in return for free content, rather than pay for it. Only 16 per cent of consumers said they would rather pay for content and avoid ads.

Even on mobile phones, 40 per cent of consumers said they would watch adverts in exchange for free music, while 28 per cent said they would do so in exchange for access to free instant messaging. KPMG says the figures send a strong message to companies that advertising, rather than subscription-based business models, are likely to work for internet and mobile content businesses in the UK.

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