London: UK internet adspend is set to hit 12.9% of total expenditure this year, the first time that its share of the market has moved into double digits anywhere in the world.
According to figures published by ZenithOptimedia, internet adspend will also cross the double-digit mark in Sweden, where it will take a 10.5% share of the total 2006 adspend.
This puts internet advertising in a rare league with television, newspapers and magazines as the only other media that have a share of over 10% in the advertising market.
Other markets are expected to follow by 2008, including Japan, Australia, South Korea and Norway. ZenithOptimedia is forecasting that by then, UK internet adspend will have a 17.2% share of the ad market.
