The internet appears to have established itself as the most popular medium for British consumers, after Forrester revealed that people are spending more time online than watching TV.In its latest study, the research group showed that European internet users spend 14.3 hours per week online, compared to 11.3 hours watching TV and 4.4 hours reading newspapers and magazines.
The increasing popularity of the internet was demonstrated in the study, as 36 per cent of people suggested they spent less time watching TV as a result of surfing the web.
As well as this, the report explored the significance of online advertising, revealing that the annual value of pan-European online advertising is set to hit 16 billion euros (10.8 billion pounds) in six year's time - double its 2006 value.
Online adverts are set to make up 18 per cent of market share according to research, doubling from the current nine per cent share.
More than half (52 per cent) of people suggested they were regularly online and the report also stated that the UK would see more online advertising than France and Germany over the next four years.
"After five years of dipping their toes into the online marketing waters, firms have come to realise that the net is a valuable medium for client acquisition, retention and market expansion," the study revealed.
Search giant Google is currently trying to acquire online advertising broker DoubleClick, but the deal has been put on hold while the European Union competition watchdog probes the agreement.
