Over half of UK millennials (57%) will visit online content that appeals, even if it has been obviously paid for or sponsored, with the figure rising to 63% among 18-24 year olds, according to a new study. The study of 1000 UK adults aged 18-33, commissioned by native advertising platform Adyoulike, found that written feature articles are the type of paid-for online content that most people prefer to consume (32%), followed by list-based articles (24%) and videos (17%).