For both PC and mobile video, over 70 percent of respondents prefer advertising-supported models as opposed to consumer-paid models…

But whatever else you do, don’t get too much in the way of their content… respondents from all six countries polled protested traditional television models such as interruption advertisements during the video or the use of product placements within programs.

Close to 60 percent of total respondents were willing to provide information about themselves – such as age, gender, lifestyle, or communications preferences – in exchange for something of value.

Todd Watson: IBM’s ‘Beyond Advertising’ Study: Going Digital (via somethingchanged)