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In China, the world’s second-largest ad market, a whopping 57% of ad expenditure will go toward the internet this year, according to GroupM. But the new report also says China’s super-fast growth in digital spend is losing some steam, as almost everyone in urban areas now has digital access and the era of massive numbers of new users rushing online is coming to an end.

Overall, ad spending in China is expected to see healthy year-on-year growth of 7.8% in 2017, hitting $84.4 billion, WPP’s GroupM said. The 2016 estimate for growth was similar, at 7.9%.

For years, the explosion of internet adoption in China has helped power growth in digital advertising. The country had 731 million internet users at the end of last year, more than half of China’s population, according to official Chinese figures. That’s a huge number, more than twice the entire population of the United States.

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