New KPMG research has revealed that UK consumers are less willing to pay for digital content than others around the world. However, Brits are more willing to accept targeted advertising on computers and mobile devices. Some of the research findings make particularly interesting reading given the current move, by some newspapers, towards paywalls, and making readers pay to view online content…..

KPMG’s ‘Consumers & Convergence IV’, is an annual global survey of consumers use of mobile and PC technology. It found that 81% of people in the UK would go elsewhere if previously free sites began charging for content, and only 19% would be prepared to pay. This is reflected in reports that The Times has lost around two thirds of its online users since introducing its paywall earlier this month. The figures from the UK, are in stark contrast to other parts of the globe, with 59% of those surveyed in Asia-Pacific countries, being prepared to pay to view content.

Interestingly though, three quarters of UK consumers are willing to receive online ads if it means content will cost less. Tudor Aw, head of technology, KPMG Europe LLP says: ‘Although consumers are resistant to paying for content, they are becoming more accepting of viewing advertising and for their profile information to be tracked.’

All of which signals to interesting times ahead in the growth of the digital revolution, and indeed, for advertisers.