The percentage of UK-based web users who read paid-for content had more than doubled to 9% during the past 10 months, it said.

Gains were also seen in the US, France and Germany, although Denmark bucked the trend.

Those aged 25 to 34 appeared most prepared to pay, and men were more willing than women, the study suggests.

The research will be of particular interest to newspapers, including the Sun, Daily Telegraph, Bild and Washington Post, which are all constructing paywalls this year.

Valued analysis
The researchers said that in the US, ownership of a tablet or smartphone appeared to encourage payments - particularly if the devices were made by Apple.

However, they cautioned that the effect was less pronounced in the UK - possibly because so many news apps in the country were offered for free - and that some types of publication found it easier than others.

Subscriptions of any kind require new members all the time though, and just look at the churn with the TV providers...