U.S. Internet advertising revenues hit a record $6.4 billion in the third quarter, an increase of 17 percent from the same period in 2009, according to a new report by the Interactive Advertising Bureau (IAB) and PwC.

“The Internet has transformed consumers’ lives and how they experience entertainment, information and brands,” said Randall Rothenberg, President & CEO, IAB.

“Marketers have embraced digital media because that’s where they can engage with their consumers. This vibrant, innovative industry is creating jobs and contributing to the growth of the U.S. economy.”

The survey includes data concerning online advertising revenues from Web sites, commercial online services, free e-mail providers, and all other companies selling online advertising.

“Advertisers are shifting more of their brand messaging online, accounting for this welcome surge in a difficult economy,” said David Silverman, a partner at PwC.

“This trend reflects the accelerating shift in consumer behavior towards the Internet and away from traditional media.”