The World: Sydney - Australians accept web ads for free content

More than a third of Australians would prefer to see online advertising in exchange for free access to audiovisual content on the web, according to a survey.

Nielsen Online found that 34 per cent of people would be willing to put up with pop-ups and other forms of online advertising in order to get free content online. It also found that more than one in three Australians has downloaded audio and video content.

"Both downloading and streaming are really catching on in Australia," Andrew Eckford, the senior analyst at Nielsen Online, said.

"And while we're more likely to download audio content compared with video, the gap between audio and video was smaller for streaming than it was for downloads."

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