Online consumers are generally happy to receive online advertising in exchange for free access to content, it has been revealed.

Coming as music website Spotify – which offers free streaming of songs punctuated by regular advert breaks – continues to win over millions of global users, new research has found that 60 per cent of web users would be more willing to receive internet advertising should they be rewarded with free content.

In comparison, just 16 per cent of those questioned for KPMG’s third annual Consumers and Convergence study stated a preference for paying for content so as to not be pestered by marketing efforts, with this proportion smaller still in the UK.

Commenting on the findings, Tudor Aw from KPMG noted that, with the recession reducing many people’s disposable income levels, it is far from surprising that many are keen to avoid paying for online content.

“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”, he told IT Pro.

This news follows on from the publication of a new PricewaterhouseCoopers (PwC) report, which concluded that online advertising is well-placed to beat the current economic downturn.

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