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Broadband has brought more flexibility and choice to consumers across the UK, according to one marketing expert.

Nicki Lynus, head of research at the Internet Advertising Bureau, recently stated that 94 per cent of all internet connections in the UK are now broadband and this has allowed people access to a more flexible and useful web service.

The expert, speaking at the Westminster Media Forum Keynote Seminar: The Future of Advertising, explained how consumers are now able to "do a lot more online" due to their broadband connections, such as watching online TV or other video content.

Ms Lynus said: "About a third of online video viewing is mainstream TV programming, but two-thirds of that is purely made-for-internet content, whether it's YouTube, UCG [User-Generated Content] clips, or whether it's professionally-made internet clips."

Ofcom proposed earlier this week that video-on-demand services watched via broadband connections should be regulated by the Association for Television On Demand.

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