Consumers don't hate banner ads after all, according to a report from a digital marketing agency.

A survey of British web users shows 78% of web users responded to online ads, even if it didn't include clicking on the banner.

More than a third of respondents said they had been prompted to research a potential purchase because of seeing the internet ads, which included banners, pop-ups and sponsorships.

Some 34% went on to buy an item because of the ad, and 24% registered for a service. One of out 10 people said internet ads prompted them to buy an item offline.

The research, from Starcom IP, predicts UK online ads will account for £140m of the total British advertising spend of £10bn this year.