In a recent study done by Sofia Arhall of Copenhagen Consulting Company, a few advertisers in top 50 category says online budgets are growing moving towards a 10-15-20 percent share of total marketing budget.
The advertisers that today are spending the most does not expect to increase spending. However these have moved to high levels during the past few years. Medium spending advertisers says they’ll grow their budget up to 30 % the coming year. Low spending advertisers are about to double.
I would say: looks like online is maturing.
Update Forgot to mention: this is what Sofia Arhall said from the stage at MSN innovate conference in night club Vega, when asked in details on the findings from her study.