Print, not online ads work better in Britain

London: Britons pay more attention to advertisements in magazines and newspapers than any type of ads on the internet, according to a survey by Deloitte.

UK media consumers would click on more internet ads if they were more targeted to their needs or more valuable free content were available, Deloitte's survey of Britons between 14 and 75 years of age showed.

Television was the most popular media, with people watching for an average of 16.3 hours a week, while 8.7 hours were spent surfing the internet, Deloitte said.

Almost three-quarters of respondents said they enjoyed reading magazines even though they knew much of the same information could be found online.

Television advertising was the most influential, with 84 per cent of those polled saying it had the greatest impact on decisions.

Some 64 per cent found internet ads to be more intrusive than ads in newspapers and 26 per cent said they'd pay more for ad-free online service.

Britons spent 6.6 hours a week playing games online, over a mobile phone or on a video game console, according to the survey.