NEW YORK: Online advertising and access spending by US consumers will rise each year by double digits on average through 2011, fuelled by broadband and social networking and entertainment sites, according to PricewaterhouseCoopers' Global Entertainment and Media Outlook report.

The annual survey expects combined spending on web ads and fees paid by US consumers to ISPs to hit $78.4 billion (€58.6bn; £39.3bn) by 2011, up from $47.2bn in 2006, a 10.7% average annual growth rate.

The US has the world's largest online ad market, projected to grow to $35.4bn by 2011. But China will overtake it to become the world's largest territory in terms of online users by 2009, the report said.

Comments PwC advisory technology sector leader Joseph Rizzo: "We expect that China will accelerate in use of the internet from where they are today - in sheer numbers (of users) they are incredible."

Rizzo adds that online advertising is being helped by a decline in TV viewing by key audiences for whom "the internet has become an integral hub of their daily experience".

The report cited "triple-play packages" for combined internet access, telephony and TV as a driver for broadband growth in each global region, including the US, over the next five years.

Data sourced from; additional content by WARC staff