Young UK internet users are more likely to respond to online advertising than their mainland European counterparts, according to a new study.

The Novatris/Harris NetObserver poll of more than 210,000 internet users found that users aged 15-24 spent the most time online across Europe. 

Email, instant messaging and social networking ranked among the age group's favourite online activities.

Almost 30 per cent of young web users in the UK expressed interest in online ads, around five per cent more than the over-25s. But young European users outside the UK were less likely than their elders to respond to online adverts.

The report concluded that advertisers should appeal to younger users with a more community-based approach, using games, user-generated content and viral marketing to capture their attention.