Broadband customers in the UK prefer to view adverts rather than pay for online content, it has been found. Research by professional services firm KPMG revealed that just 16 per cent of Britons would prefer to fork out money in return for avoiding advertising. The company's third annual Consumers and Convergence survey showed that people around the world are much more willing to pay, while figures for mobile content indicate similar trends. Convergence partner at KPMG Tudor Aw commented: "The results of this year's survey provide a clear message that UK consumers prefer to watch ads in exchange for free online content, particularly given current economic conditions." In addition, the firm found that price remains more important than quality of service and content to those choosing a service provider. Last month, BT announced that it is planning to launch a super-fast broadband service in several UK cities early next year.
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