More than four in five (81 percent) Brits admitted they would rather switch to another website than pay to access content online, says KPMG.

The firm, which provides advice on professional services, surveyed residents in 22 different countries about their attitudes to paying for content on the web. On average, 43 percent of web users world-wide said they were willing to pay to access content. With just 19 percent of Brits willing to pay for content, the UK is lagging behind the global average.

Meanwhile, three quarters of web users claimed they preferred online advertising in exchange for free content.

Furthermore, nearly half (48 percent) of Brits said they would allow their personal data and sites they browse to be tracked, so companies can earn money through targeted advertising.

However, nine in ten said they now worry more about online privacy and security, than they did 18 months ago.

"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," said Tudor Aw, head of technology at KPMG Europe.

"Although consumers are resistant to paying for content, they are becoming more accepting of viewing advertising and for their profile information to be tracked. 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."

The Times and The Sunday Times recently began charging web users to access content on their sites. According to Hitwise, the website has lost two thirds of its readers since it introduced the paywall at the beginning of July.

See also: Rupert Murdoch to block Google News