UK leads Western Europe in broadband penetration

by Jan Harris

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New reports from eMarketer and the IAB place the UK as the most digital country in Western Europe, reinforcing the findings of a report by Informa which was published in May 2006.

According to eMarketerâ€™s â€œUK Onlineâ€ report, the UK has the fifth-highest number of broadband connections in the world. In 2006, 12 million households subscribed to broadband.

The US leads the way with 54.6 million broadband households, China is in second with 46.6 million, followed by Japan with 23.7 million and South Korea with 12.7 million.

eMarketer estimates that by 2011, 20 million households in the UK with be subscribing to broadband, representing 76.8% market penetration.

According to the IAB’s report, global online ad expenditure was nearly $17 billion in 2006 with over 10% of this coming from the UK - more then in the US.

In 2006, online ad spending in the UK overtook ad expenditure in national newspapers.

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