DUBLIN: Online adspend is set to rise by 11% in Ireland this year, pushing digital ahead of radio for the first time as consumers change their priorities in difficult economic conditions.

Post.ie reports that total online expenditure will reach €120m ($164, £103m) in 2011, with radio spend dropping 6% to €111m.

Press and TV are set to remain the largest media in terms of adspend, at €257m (–8%) and €232m (–1%) respectively.

Ireland's economy has been among the hardest hit by the global financial crisis.

The Carat report suggested that Irish TV audiences will rise this year as beleaguered consumers seek out the "emotional central heating" the medium provides.

Similarly, budget-conscious Irish shoppers will come to expect greater authenticity and transparency from brands, the report predicts.

This could in turn open the door to conversation-starting, precisely-targeted online ads.

"Advertisers now accept that customers expect more from them and their brands, and there will be an increased focus on channels that allow them to have a more consistent dialogue with their customers," Carat added.

Data sourced from Post.ie; additional content by Warc staff