UK leads way in digital take-up

UK consumers are leading Western Europe in adoption of digital media according to a new report from digital research specialists eMarketer and media agency Starcom Mediavest.

The latest Global Intelligence report also shows online advertising almost doubled in the UK to take over TV in terms of spend in 2008-09.

The report highlights a trend in the UK of growing numbers of consumers aged 50 or over converting to online.

A majority of the 2m users that started using the internet in 2009-10 were older, according to data collected by the UK Online Measurement Company and analysed for the report.

However the report warns overall will continue to be depressed in the next year, after advertising spend in the western European region dropped by over 12% in 2008-09.

The Global Intelligence Report looks at digital trends in all global regions, and looks at 29 countries specifically which have been identified as core target markets.

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