Australian companies will spend more than AU$17.9 billion in 2009 to deliver digital services, 17 percent more compared to this year, according to a new survey by the Australian Interactive Media Industry Association (AIMIA), The Australian reported.

However, the authors of the survey blamed the government for not supporting the growth of a so-called “vital channel for commerce.”

According to the research which AIMIA compiled with IBM and Hyro, companies had plans to target more than 40 percent of their customers through digital services next year, according to The Australian.

"For the first time we have been able to measure the full level of investment being made in Australia to implement digital initiatives," said AIMIA CEO John Butterworth.

"Forty percent of customer interaction for business and government is now done via digital channels and these channels deliver 25 per cent of revenue,” Butterworth told The Australian. “Despite this, the levels of support for the digital industry from government and for the public infrastructure initiatives required to further develop Australia as an international leader for digital appear to be lagging,” The Australian reported.

According to Butterworth, the industry was in danger of being ignored, although “bold pronouncements from both sides of parliament that support for the digital revolution was key,” The Australian reported. “As a $17.9 billion industry, growing at a fantastic rate and covering a wide range of skills and capabilities, the digital industry in Australia should not be ignored as a major employer and growth market for Australia's future,” he added.

According to the survey, there was a significant level of under-investment in digital services.

Digital initiatives now sit behind 40 percent of customer interactions, and 25 percent of revenue. Investment in digital services will account for only 14.3 percent of organisational expenditure for 2009, which means significant under-investment in digital services, The Australian reported.