UK internet users are among the most valuable to European web advertisers, according to a survey.

The report by the Interactive Advertising Bureau Europe and PricewaterhouseCoopers found that an average of €121 (£96) was spent on advertising targeted at each web user in the UK, second only to €133 (£104) spent targeting the average Norwegian surfer.

The UK attracts the bulk of the total European online advertising spend with 34.2 per cent.

Overall online advertising spend in Europe has jumped 40 per cent in 2007 to €11.2bn (£8.9m).

Growth was attributed largely to the rise of new advertising formats, particularly video, as well as new advertising targeting technologies.