Brits pay more attention to ads in magazines and newspapers than any type of ads on the internet, according to a new survey by Deloitte.
The research indicated that UK media consumers would click on more internet ads if they were more targeted to their needs or more valuable free content were available.
Deloitte, the UK business advisory firm, surveyed people in the UK aged between 14 and 75 years of age.
TV was the most popular medium, with people watching for an average of 16.3 hours a week, while 8.7 hours were spent surfing the internet, Deloitte said.
Almost three-quarters of respondents said they enjoyed reading magazines even though they knew much of the same information could be found online.
TV ads were the most influential according to the survey, with 84% of those polled saying it had the greatest impact on decisions.
Around 64% found internet ads to be more intrusive than ads in newspapers and 26% said they'd pay more for ad-free online service.
Britons spent 6.6 hours a week playing games online, over a mobile phone or on a video game console, according to the survey.
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