British youngsters could be more receptive to online marketing than their European peers, it has been suggested.

According to a poll by Novatris/Harris NetObserver, about 30 per cent of British internet users aged between 15 and 24 expressed an interest in internet advertising, a higher percentage than those of the same age who live on the continent, reports VNUnet.

The study also revealed that email, social media websites and instant messaging are some of the most popular online activities for those in the 15 to 24 age bracket.

Meanwhile, around a quarter of those over the age of 25 were reported to be interested in online advertisements.

The report claimed advertisers looking to appeal to younger users could be advised to consider making use of viral marketing and user-generated content

Research by Avenue A/Razorfish suggested that targeting users aged between 18 and 24 could be crucial for companies looking to boost their online income as people of this age group "live and breathe the internet".