Several readers sent word of research into the cost of internet content without ads. They looked at the amount of money spent on internet advertising last year in the U.K., and compared it to the number of U.K. internet users. On average, each user would have to pay about £140 ($230) to make up for the lost revenue of an ad-free internet. In a survey, 98% of consumers said they wouldn't be willing to pay that much for the ability to browse without advertisements. However, while most consumers regard ads as a necessary trade-off to keep the internet free, they will go to great lengths to avoid advertising they do not wish to see. Of those surveyed, 63 per cent said they skip online video ads 'as quickly as possible' – a figure that rises to 75 per cent for 16-24 year olds. Over a quarter of all respondents said they mute their sound and one in five scroll away from the video. 16 per cent use ad blocking software and 16 per cent open a new browser window or tab.