BT has launched its click&buy service to UK consumers, allowing them to buy content and services online without the need to enter credit card details.

The service provides access to content such as games, music, mobile phone ringtones and icons, films, horoscopes and financial advice, some of which was not previously available. During this, its launch week, much of the click&buy content will be available at half price to encourage users to use the service.

Users simply register once for the service and can then access any of the content anywhere in the world, at the click of a button. Prices start from as little as £1. The service launches with 20 partner sites including:; Talkingbooks; The Motley Fool and Sportinglife, with plenty more promised soon.

BT's market research shows that 46 percent of UK consumers would be willing to pay for high quality content. But internet research agency Forrester found just one percent of UK consumers would be happy to pay to access their favourite sites.

Ian Price, CEO, BT click&buy, believes the service is complementary to existing free services: "[click&buy] allows websites to continue to offer their existing free content while also being able to invest in developing new, higher quality content for the user."