Digital to be over half of UK ad spend according to Group M

And next year the UK will be the first country to see more than half of advertising going to digital and online media. This compares with Sweden, where 47% of total ad spend will be digital, Denmark ( 43%), Australia ( 42%) and Norway ( 40%).

In the annual report, This Year, Next Year: UK Media and Marketing Forecasts, Group M reports measured ad spend in the UK is on track to reach £14.9 billion in 2014, up from £14.0 billion in 2013.

Adam Smith, futures director at Group M said: “The British are the most enthusiastic online shoppers in the world in terms of spend per head. On top of that Britons have rapidly embraced smartphone and tablet use, all of which has fuelled where advertisers spend their money.”