When it's raining outside online advertising is at its most effective, according to a new report from industry analyst Latitude.

Companies looking to exploit the marketing opportunities offered by the internet should bear in mind the part weather conditions might be playing in their revenue rates, researchers claim.

Noting search volume figures during July and August this year, Latitude found that when the weather was good for a prolonged period, a near 40 per cent increase on the average was recorded.

By contrast, when the weather was generally bad for an extended period, search volumes fell by almost a third (31 per cent) below average.

Andrew Redfern, director of innovation at Latitude and author of the recent paper on the subject, commented: "Data from the past can be used to predict the future and by knowing when search traffic volumes are likely to be high and when they're likely to dip, companies can adjust their online advertising and use of paid search listings accordingly."

A recent report from the British Council of Shopping Centres suggested that men and not women are providing the driving force behind the growth in online retailing in the UK due to their aversion to high street shopping.