How about value? The highest mean monthly spend across these media types went to music—£5 a month.

But mean spend on online content (below £2 a month) is far less than tangible, real-world content (£5 to £20 a month). (Then again, real-world entertainment like cinemas and gigs doesn’t come cheap nowadays).

Twenty-eight percent of survey respondents said they have cut back buying printed newspapers and magazines to read free online content since the recession kicked in, KPMG’s press release reckons. Only three percent of them said their spending would return to pre-recession levels.

On the other hand, 11 percent of the freeloaders say they “might begin subscribing to any online media in the next 12 months”.

Methodology: 1,037 people aged 16 and over were polled ins September 2009.