For the first time this year, the U.S. will spend more on digital advertising than traditional advertising, according to a new report from e-commerce market research firm.

Companies are expected to spend nearly $130 billion on digital advertising by the end of the year, compared with about $110 billion for traditional advertising, the Los Angeles Times reported Thursday, citing the report. The previous figure had a market share of about 54.2 per cent.

The report predicts that businesses will continue to spend more on digital advertising, which will account for more than two-thirds of the advertising market by 2023.

Incremental funding for digital advertising is partly due to the decline in print and television advertising. For example, companies will spend about 18 percent less on advertising in U.S. paper-based newspapers and magazines, and 2.2 percent less on television advertising this year to about $71 billion, according to a report by e-commerce market research firms. The latter is largely due to the absence of national elections and major sporting events this year.

In the U.S., Google and Facebook are the two largest digital advertising platforms. The report predicts that the combined advertising revenue of the two platforms will account for about 59% of the digital advertising market share.

Despite Facebook's recent troubles, Facebook's advertising market share will continue to grow thanks to Its image-sharing platform, Instagram.

The U.S. is second only to Google and Facebook in digital advertising platforms: Amazon, Microsoft and Verizon. However, the report predicts that market share growth between Microsoft and Verizon may slow.

Amazon's digital advertising business, which ranks third in the U.S., is expected to grow by more than 50 percent in 2019, giving it a nearly 9 percent share of the digital advertising market.

E-commerce market research firm Has increased its forecast for Amazon's advertising business after the company's latest earnings report, and the gap between Amazon and Facebook in the digital advertising market will narrow.

More than two-thirds of digital advertising spending this year will go to mobile advertising, totaling more than $87 billion, the report said.

A report released last month by the World Advertising Research Center said that by 2025, 72.6 percent of the world's Internet users will be using only their smartphones, equivalent to nearly 3.7 billion people.

The Global Mobile Systems Association predicts that by the end of 2019, companies will be spending more on advertising to smartphone users than on television. The association believes that with the advent of the 5G era, download speeds have increased dramatically and advertisers will be able to transfer high-quality ads to users. (Bu Xiaoming)

South Korea's digital advertising market has overtaken television for the first time

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