Customers "prefer watching ads to paying for content"

Online consumers would rather watch advertising in return for music and videos than pay for them, according to research released today.

According to the Financial Times, a KPMG poll found that only 16 per cent of respondents said they would pay for content to avoid ads.

This compared with 60 per cent who said they would be happy to watch ads to access the material.

On mobile phones, 40 per cent said they would watch ads in return for free music, with 28 per cent saying they would do so if they got free instant messaging.

The FT said the figures sent a strong message that advertising, rather than subscription-based models are likely to work for internet and mobile content providers.

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