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The media giant predicts that global internet advertising will grow by 28.2% next year, compared with growth across other media of just 3.9%.

This rise in online activity is set to increase its share of total adspend from 5.8% during 2006 to 7% next year, rising even further to 8.6% in 2009, when for the first time it will outstrip radio advertising globally.

The UK continues to lead the way regarding online advertising, with ZenithOptimedia forecasting a 13.5% share for the UK this year, the highest share for internet advertising in the world and a revision of an earlier prediction made in October of 12.9%.

Scandinavia is also well above the global average, with an 11.4% share predicted for Sweden and an 11% share for Norway this year.

Jonathan Barnard, ZenithOptimedia head of publications, said: "The UK market benefits as there is so much English language on the net, but also for England and in countries like Norway there is a tradition of public broadcasting television, which limits spending in this media."

The latest figures from ZenithOptimedia predict that in terms of share of total global adspend, newspapers, magazines, television, and radio will all dip slightly from 2006 to 2009, with outdoor rising slightly from 5.5% to 5.9% during the same period and cinema also rising but only from 0.4% to 0.5%.

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