Provided they receive free videos, music and other content free of charge, UK consumers are quite happy to receive online advertising, according to new research.
Accountants KPMG found that 60 per cent of internet users would prefer to view an ad on their computer in exchange for free content, rather than pay for the content.
In addition, some 40 per cent of mobile internet users said they would watch online ads if it meant getting access to content for free.
Tudor Aw, a partner at KPMG, said the findings are good news for companies investing in internet marketing.
They may also act as "a pointer in the ongoing debate over whether advertising or subscription is the right revenue model" for videos and other online media, he said.
Research from the Internet Advertising Bureau shows that spending on internet marketing by UK companies rose by 17 per cent last year to reach £3.3 billion.