The Internet is the only segment reporting a gain in share from 2006 to 2007, according to World Advertising Trends 2008, published by the World Advertising Research Centre.

The biggest gains happened in the United Kingdom and Sweden, where the Internet share went up 4.4 percent and 3.5 percent, respectively, in one year, SFN's World Digital Media Trends 2009 reported.

Print media, including newspapers and magazines, generally marked a downturn in share in most of the countries surveyed. The biggest share decline of newspapers happened in Ireland and the United States, dropping 2.6 percent and 2.5 percent, respectively. Magazines' share declined the most in Poland and the United Kingdom, with 1.4 percent and 1.2 percent downturns, respectively, according to WARC.

However, newspapers gained a 1 percent share from 2006 to 2007 in Poland, while the magazine sector's share was up 0.3 percent in the United States, according to the report, World Digital Media Trends 2009, released by SFN and the World Association of Newspapers and News Publishers.