Mobile devices are already the primary means of accessing the internet across the world
As recently as 2012, mobile accounted for just 40% of internet use. By 2016 it has risen to 68%. A new report by Zenith (Mobile Advertising Forecasts) looks at mobile advertising and mobile technology in 60 countries. It predicts that the rate will continue to grow, accounting for 75% in 2017 and 79% by 2018.
Mobile internet consumption 2016 - Spain, Hong Kong and China lead the way
Mobile internet accounts for the highest proportion of total internet use in Spain – the report estimates it will account for 85% of internet use this year. Hong Kong comes second (79%); China is in third place (76%). The USA is fourth (74%). Italy and India share fifth place (73%). These positions are expected to have shifted by 2018 – Hong Kong and China will take over first and second places.
Smartphones drive mobile internet
In 2012 23% of people in the 60 markets researched had a smartphone; only 4% had a tablet. In 2016 smartphone penetration has reached 56% and is predicted to rise to 64% by 2018.
Ireland has the highest smartphone penetration in 2016 (92%), followed by Singapore (91%), Spain (88%), Norway (86%) and South Korea (84%).
The highest level of tablet penetration is in Singapore (at 75%), and the lowest is in China and Thailand (3%).
Mobile advertising will outstrip desktop advertising in 2017
- By 2018 mobile advertising will account for 60% of all internet advertising
- In 2018 mobile advertising expenditure will total US$134bn.