SMARTPHONES and tablets are the driving force towards the monetisation of the digital era with content 'on the move' proving to be increasingly popular, especially among 18-34 year olds, according to KPMG's latest Media and Entertainment Barometer.

The survey, carried out by YouGov on our behalf, found that more than a quarter of consumers surveyed owned a smartphone, rising to 44 percent in the 18-34 age range. A third of these consumers (35 percent) had downloaded paid apps during the period surveyed, with one in ten spending over £10.

However, the majority of consumers remain reluctant to pay for content on their desktops. Only 13 percent of consumers had paid for online content and just nine percent said they would consider paying for online content in the future.

The introduction of paywalls remains in its infancy but the Barometer highlights that monetising content through paywalls will not be straightforward. Only two per cent of consumers surveyed said they would be prepared to pay for unrestricted access to a website they currently use on a regular basis if a paywall was introduced, whilst almost 80 percent would seek similar content for free elsewhere.

Whilst the appetite to pay for web content is moving slowly, the pace of spending money to download content on mobile devices is moving much more quickly, particularly in the crucial 18-34 demographic.

A key question is whether consumers, increasingly used to paying for premium content on their mobiles and tablets, will become more willing to pay for online content to their desktop. The rise of the smartphone and tablet, particularly among the key 18-34 demographic, highlights the potential for mobile advertising to this elusive audience. The potential for mobile advertising has been recognised for some time and that potential may now be on the cusp of being realised.

Whilst the availability of tablets and smartphones is providing consumers with wider access to media, the gap between the time spent on new media and traditional activities has not narrowed over the past year. In fact, traditional media still remains more popular particularly reading books and watching TV.

Over the past year traditional media has held up well, and despite the ever growing availability of online media, consumers still expect and consume both. This has led to a mixed ecology, with people accessing content in the traditional way and online.

The popularity of consuming media in the traditional way remains very resilient.

David Elms is Head of Media Sector at KPMG