An Ofcom study has found the UK leads the way as a digitally advanced nation, with online marketing accounting for 19 per cent of total advertising.

The figure puts the country at the highest among the locations polled and up a third since 2006.

Second was Sweden at 17 per cent – a four per cent rise from two years ago – and the US was third at 13 per cent, up three per cent from the same time.

The study also found average broadband take-up was 56 per cent of households in 2007, compared to 12 per cent five years previously.

Additionally, 60 per cent of households are connected to the web across the UK, described by the survey as "above average".

The study also found 56 per cent of households had broadband in 2007, compared to 12 per cent five years previously.

Additionally, 60 per cent of households are connected to the web across the UK, a figure described by the survey as "above average".

The poll also found advertising revenues no longer account for the main source of commercial TV funding, now accounting for 49 per cent – down from 50 per cent on last year.

In other news, a survey conducted by Halyard Capital showed that almost 70 per cent of marketers said social networking would be the most important alternative online advertising method in the next two years.

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