The UK is predicted to become the first country in the world where more than half of all advertising spend goes to digital media – thanks to a national obsession with gadgets, social media and online shopping.

Group M, the worldwide media buying arm of the market services company WPP, has forecast that the total UK ad market will hit £15.7bn in 2015. Within this online spend is forecast to grow 12.7% year-on-year to break the £8bn mark, making the UK the first in which more than £1 in every £2 of ad spend will go on digital media.

The next closest countries likely to reach the milestone are Sweden (47% of total ad spend will be digital), Denmark (43%), Australia (42%) and Norway (40%).

Next year more money will be spent on internet advertising than in traditional media such as newspapers, magazines, TV, cinema, radio, and billboards, posters and buses combined.

Adam Smith, futures director at Group M, said that Britons are gadget-obsessed and advertisers follow such media usage.

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