In the UK, 81 per cent of us would go elsewhere for content if a previously free site we use frequently began charging - only 19 per cent of us would be prepared to pay. This contrasts with 43 per cent of consumers globally who are now willing to pay to access frequently used online content.
"UK consumers still haven’t come around to the idea of paying for digital content and are clear that they will move to other sites if pay walls are put up," said Tudor Aw, Head of Technology, KPMG Europe LLP. "But they are becoming more accepting of viewing advertising and for their profile information to be tracked. This continues a trend we have seen in previous years and again acts as a pointer as to whether a pay or ad-funded model will eventually succeed."
The survey shows people around the world are adopting the mobile internet at an astonishing pace as an easy and convenient method of carrying out everyday transactions including banking and shopping. Despite this growing familiarity with mobile commerce and profile tracking, nine out of 10 consumers nevertheless remain worried about risking their privacy.
"At first sight, these concerns over privacy might seem to conflict with our findings that consumers are more willing to have their profile information tracked, but there seems to be a clear distinction in consumers’ minds between uncontrolled use of personal information, and properly regulated use," said Tudor Aw. "They do see the value in allowing service providers to have access to the information necessary for more tailored services, but they are only prepared to do this if the risks are controlled and, crucially, if there is some value in it for them.
You can read the report's full findings here.