More households in the UK have broadband connections than any other country in Europe, new research reveals.

Some 12 million British homes are now wired up to the high speed service, a major factor in the strong performance of the ecommerce sector over the past year.

The survey by web research firm eMarketer shows that nearly half of all households in the UK have access to broadband internet, the highest density in the world behind South Korea, Japan and Canada.

The uptake of broadband has had a huge knock-on effect for business: research by the Internet Advertising Bureau reports that ad spending on the net by UK firms now exceeds that on national newspapers.

While spending on other media declined or remained stagnant in 2006, the online sector grew by a phenomenal 41 per cent and now comprises 11.4 per cent of advertising revenues across all media.

Paul Pilkington, director of entertainment and media practice at PricewaterhouseCoopers, who helped conduct the research, said: "The incredible growth of online has beaten all the industry predictions.

"The internet has now overtaken national press as marketers have followed their audiences online and enjoyed measurable returns on their investment."




Friday, 30th March 2007

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