Despite UK consumer debt nudging the precipitous £1 trillion ($1.8tr, €1.4tr) mark, it seems Britons are not rushing to take up credit card special offers.

A survey by the Co-operative Bank says credit card providers "wasted" around £53m on advertising deals which left consumers cold. The UK credit card industry's total adspend was around £84m last year.

According to the Co-op research, over the next six months card brands offering 0% balance transfers would be considered by just 11% of consumers, while sixty per cent claimed they have never been tempted by such offers.

Says chief operating officer Sheila MacDonald: "Credit card companies who choose to promote introductory offers do so at considerable expense even though a relatively small minority of cardholders actually choose to take them out."

Data sourced from The Times Online (UK); additional content by WARC staff