by: Sarah Gill | StrategyEye

Just 10% of UK consumers are willing to pay for content online, according to new research from the IAB and ValueClick, indicating the hurdles still facing content producers looking to monetise on the internet. The report, which surveyed 2,000 UK consumers, claims that half of respondents are happy to view online ads as it means that they are able to consume content for free. The stats support the decision taken by some content providers to offer ad-supported content rather than placing content behind a paywall or premium subscription.