The average web user spends 164 minutes online every day, compared with 148 minutes watching TV.
Male users reportedly spend more time on the web; 172 minutes every day compared with 156 minutes for women. Users in London spent the most time online and the average user also spends £446 online every year.
"The internet enables companies to target individual consumers with specific goods and services," said a spokesperson for Google.
"Search advertising makes it easy for businesses to tailor their advertisements to particular search queries, making the results directly relevant to what people are looking to buy. Technology now even allows businesses to target specific regions, cities and even postcodes."
Research was carried out by TNS last month, surveying 1,030 adults between the ages of 16 and 64.
Google recently expanded its own advertising services with Google Base, a free listings service that publishes content on relevant parts of the Google network including shopping site Froogle and Google Local, a combination of a mapping service and business directory.
Finance reporter - property
