Smartphone penetration in 2018

Smartphone penetration in 2018

Zenith studies the expansion of smartphone devices in the coming year.

2018 will be a big year for smartphone ownership.

During this year, according to Zenith´s Mobile Advertising Forecast report, 66% of individuals in 52 key countries(**) will own a smartphone, up from 63% in 2017 and 58% in 2016.

Estimated mobile phone internet user penetration worldwide from 2014 to 2019. Image: Statista.

The study also shows the Netherlands (94%), Taiwan (93%), Hong Kong (92%), Norway and Ireland (each at 91%) will become the 5 markets that will have smartphone penetration above 90%.

Penetration levels between 80% and 90% would be found in Western Europe and Asia Pacific with the exception of Israel, where penetration will be 86%.

As for ownership, China (1.3 billion users), India (530 million users) and the U.S. (229 million users) will account for the highest number of smartphone users.

Smartphones and internet consumption

Continuing with the predictions, Zenith says mobile will account for 73% of time spent using the Internet this year, up from 70% in 2017 and 65% in 2016.

Spain will be the biggest market for internet consumption vía mobile as 81% of internet use will come from mobile devices this year, 78% in Italy, 77% in China and the US and 73% in the India.

Since 2011, mobile usage for Internet access has doubled, and is expected to reach a 76% by 2019.

Both smartphones and tablets have become the primary means of accessing the internet for most users.

Expenditure on the Internet

Internet ads have been the best way to account for revenue online.

Predictions from Zenith stated that 53% of all internet adspend will go to ads viewed on mobile devices in 2017.

That proportion is set to rise to 59% in 2018 and 62% in 2019.

Mobile adspend in 2019 will total US$156 billion, and account for 26% of adspend across all media.

(**) The 52 countries included in this report are Argentina, Australia, Austria, Belarus, Belgium, Bosnia-Herzegovina, Bulgaria, Canada, China, Colombia, Czech Republic, Denmark, Ecuador, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Ireland, Israel, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Pakistan, Peru, Philippines, Poland, Portugal, Romania, Russia, Serbia, Singapore, Slovakia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Ukraine, the UK and the USA, representing 65% of the world’s population.


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