Zenith Predicts Smartphone Penetration Will Reach 66% Worldwide

Among the findings in the forecastamp160 Western Europe and Asia Pacific continue to lead the world in smartphone ownershipamp160 In 2018 66 of individuals in 52 key countries will own a smartphone up from 63 in 2017 and 58 in 2016amp160 Those countries projected to have 90 penetration in 2018 include the Netherlands 94 Taiwan 93 Hong Kong 92 Norway and Ireland each at 91amp160 Further eleven markets will have penetration levels between 80 and 90 all of them in Western Europe and Asia Pacific with the exception of Israel where penetration will be 86amp160 In terms of total number of users China leads all other nations with 13 billion users followed by India with 530 million users and then the US with 229 million usersWhile overall penetration of smartphones is reaching ubiquity to as much as 80 to 90 of populations in the world39s most advanced markets the actual rate of smartphone growth is projected to be only 7 yearonyear in 2018 compared to 10 growth in 2017 14 in 2016 and 21 in 2015What does this bode for advertisers and brandsamp160 quotBrands need to design all their online communications for mobile viewingquot says Jonathan Barnard Zenith Head of Forecasting and Director of Global Intelligenceamp160 quotThese communications need to look good on the small screen grab the viewer39s attention immediately and convey their messages quickly while their attention remains focusedquotIn addition to smartphone device growth the importance of mobile will increase and will impact ad spend buying decisionsamp160 The report notes that 53 of all Internet ad spend will go to ads viewed on mobile devices in 2017 and is forecasted to account for 59 in 2018 and 62 by 2019amp160 The amount of ad spend on mobile has surpassed that of desktop ads for the first time ever this yearamp160 In addition mobile devices are the primary means of accessing the Internet right nowamp160 Users spend 70 of their Internet time on mobile in 2017 and this will grow to 73 in 2018 and 76 by 2019 quotFor most consumers and advertisers the mobile Internet is now the normal Internetquot posits BarnardTablets on the other hand are losing appeal and projected to stabilize at 20 worldwide penetrationamp160 China is distinctly unimpressed with tablets where their penetration is just 48 this year compared to 854 for smartphonesamp160 Tablet penetration is even declining in Thailandamp160 According to the report tablets are usually householdowned as opposed to smartphones which are individually owned and the ability to attain a smartphone with a larger screen negates the need for a tabletThe conclusionamp160 Mass uptake of smartphones and other mobile devices means increased contact between brands and consumers whether paid advertising in third party content branded content exposure or steppedup social media engagementamp160 It also facilitates new opportunities for consumers to connect to media content whenever and wherever they are and thus to broader brand experiencesClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160amp160

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Zenith Predicts Smartphone Penetration Will Reach 66% Worldwide

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Charlene Weisler

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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