The way in which firms target consumers through online marketing in the UK is changing due to broadband, according to new research.

A recent publication from eMarketer predicts that the number of broadband customers in the UK will rise to 17 million this year.

The report suggests that this growing availability of broadband internet will allow marketers to use richer media in their advertising techniques.

"Online retailers are becoming increasingly digital-savvy. Many go beyond static product images to offer customers zoom features, 360-degree views, virtual fashion models and product videos," says eMarketer.

While senior analyst, Karin von Abrams, commented: "Broadband is increasingly vital for UK consumers as they make the most of what the web has to offer."

Figures from TNS show that over 66 per cent of British web surfers in the 18 to 55 age bracket purchased goods online in 2008.