As The Times continues to lose online traffic after introducing a paywall in recent weeks, a KPMG survey published today revealed that British consumers are less likely to pay for online content than other web users around the world, Marketing Week reported.

The study found that 81 percent of UK users would rather go elsewhere for content if a free site they regularly visited started charging for content. Only 19 percent said to be willing to pay.

"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," KPMG's head of technology Tudor Aw said, The Daily Telegraph quoted.

However, 74 percent of British users would be willing to receive ads on their computers in exchange for free content.

"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," Aw said.

Globally, 43 percent of web users would pay for content, while in the Asia-Pacific region it goes up to 59 percent, The Independent revealed.