Hear that rustling sound? It’s the sound of money being shifted from traditional media into digital.

That’s hardly news by itself, but a survey by Alterian shows that it is taking place on several continents, and in large amounts.

Of 1068 respondents in America, Europe and Asia/Pacific, 40% are shifting over a fifth of their budget dollars to digital media, and 21% more than a third.

Those numbers decline slightly when agencies and vendors are stripped out of the sample. Of the end-user marketers, 35% are moving more than a fifth of their budgets. But an even higher percentage, 41%, are reallocating 10% or less.

What are they spending it on? Two thirds have invested in social media (or plan to). The percentage isn’t surprising, given that many companies are playing catch-up.

In addition, 57% are investing in their Web sites, and 55% in email to individuals. And 50% are allocating dollars for multi-channel campaign management.

Here’s a finding about best practices: 58% of the firms incorporate clickstream Web data into their analytics, and 42% do not. But that total, too, includes agencies and vendors. When marketers were asked, 61% said they don’t include it.

Alterian reported that 62% of the responders are in North America, 36% in Europe and 2% in Asia/Pacific. In addition, 42% are speaking for marketing companies, 20% for marketing service providers, 14% for agencies, 4% from systems integrators and 17% for “other.”