Car advertisers are turning to the internet in their droves as a way of reaching customers and are set to more than double their online spend over the next two years.

At present European car makers are spending just 1.5% of their £6.2bn advertising budgets on the web.

However, this is set to rise as the likes of BMW, Ford and Volvo embrace the internet at the expense of television, newspaper and outdoor advertising.

Analysts have suggested car makers were slow to take to the web because it was at odds with their desire to create glamorous television and press ads.

However, the twin effects of the advertising downturn and more substantial research into the benefits of online advertising have encouraged car advertisers to become some of the biggest standard bearers for the medium.

Jed Glanvill, the futures director at MindShare - the media buyer in charge of Ford's £86m annual ad budget - believes car makers are moving online because drivers are logging on to check out new cars.

Whereas in the past potential buyers would trawl through car magazines or ask friends for advice, they are increasingly using the web for research into models and prices.

"They recognise the web is playing a big role in the decision making process," said Mr Glanvill.

Last week John Brewer, the managing director of Microsoft's car site, MSN Carpoint, said European car makers would spend £250m on the internet within two years.