Online ad spending - $16 billion by 2009

While I have seen lots of surveys around the growth of online advertising, this one doesn't seem to be aggressive enough. I recently heard that males in the roughly 17 - 24 demographic spend around 16 percent of their time online. I would expect this time to increase across all demographics and for the dollars to follow proportionally. Now I am sure the people that conducted the survey followed the same logic, but only 9% of ad money going online seems really low to me in 2009.