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Internet usage is on the up in the UK with 12 million subscribers to broadband in 2006 alone. This is due to cheap, widely available broadband connectivity and increased spending power, thus helping the rise in subscribers.

Informa in May last year put the UK as the most digital country in Western Europe, but this week eMarketer and the IAB have reiterated this view.

The USA currently has the largest population connected to broadband with 54.6 million households subscribed. China is second with 46.6 million users, followed by Japan with 23.7 million and South Korea 12.7 million.

With more broadband users and greater home broadband connectivity across the UK, online ad spending has gone through the roof alongside it. Globally online advertising reached almost $17billion in 2006, with over 10% (approx $2billion) of that budget being spent in the UK.

Online advertising in the UK actually outspent newspaper advertising last year, as more companies are using the web to reach customers. With increased home broadband penetration, online advertising spend is set to increase yet further in 2007.

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