Web users ´prefer´ current ad model

The majority of internet users (72 per cent) are content with the current marketing models and would prefer websites to be funded by advertising rather than any sort of subscription, according to new research.

A national survey of more than 1,000 consumers by the Direct Marketing Association (DMA) indicated that the provision of relevant marketing materials to online consumers is also helping to fuel the growth of the internet.

Nearly all (86 per cent) said that they usually visit free websites where the content is paid for by advertisers, with only 10 per cent frequenting websites that charge a subscription for content use.

John Greco Jr, DMA president, said: "The internet revolution goes on and we are proud that our members continue to be the leaders in providing relevant marketing materials to consumers at the very time they are interested in knowing more about particular products and services.

"The verdict is in - consumers have overwhelmingly responded to an open internet supported by relevant advertising."

When asked about their internet shopping habits over the last two years, 86 per cent of users said that they were doing at least as much shopping online as in 2005, with many having increased the amount of products that they buy online.