Instead, almost 75 per cent of UK web users prefer online advertising in exchange for free or lower content costs. Additionally 48 per cent of UK consumers are willing to allow their personal profile data to be tracked, although concerns over online privacy and security remain.  Tudor Aw, head of technology at KPMG Europe, said: “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…  "Although consumers are resistant to paying for content, 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."  Seventy-four per cent of UK consumers are willing to recive adverts on their PC in exchange for free content and 56 per cent feel the same way about mobile advertising.  However, despite a growing familiarity with online profile tracking, leading to more targeted adverts, almost 90 per cent of conumers globally said there were more concerned about privacy and online security than they were 18 months ago.  Aw added: "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.  “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. “
UK web users are the least likely to part with cash for online content,    according to KPMG&rsquo;s annual 'Consumers and Convergence' global survey.