A strong message against paid content?

A report in this morning's FT suggests that people would be happy to watch promotions on the net if it meant they could watch content for free.

The paper reports that

About 60 per cent of people polled by KPMG, the professional services group, said they would rather watch advertising on the internet in return for free content, rather than pay for it. Only 16 per cent of consumers said they would rather pay for content and avoid ads.

and adds that

The figures send a strong message to companies that advertising, rather than subscription-based business models, are likely to work for internet and mobile content businesses in the UK.