Online media will account for more than $1 of every $10 spent for advertising by 2010, according to a San Francisco equity research firm...

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Online media will account for more than $1 of every $10 spent for advertising by 2010, according to a San Francisco equity research firm.

In raising an earlier forecast, JMP Securities said it expects the global online market to grow at a rate of 25 percent a year for the next five years, to $65 billion, according to the Hollywood Reporter. U.S. online-ad revenue would total $35.9 billion by 2010 — about 11 percent of all ad dollars spent in the United States. Currently, JMP estimates that online accounts for 4.7 percent of U.S. ad revenue.

“We expect large-budget advertisers to continue shifting an increasing percentage of their traditional ad budgets to the Internet,” analyst William Morrison said.

A factor in JMP’s adjustment was a report by Forrester Research that those who have the Internet are spending more than 30 percent of their media time online.

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