75% of Internet use will be mobile in 2017: Zenith

Mobile devices will account for 75 per cent of global internet use next year, according to Zeniths new Mobile Advertising Forecasts.

The mobile proportion of internet use has increased rapidly, from 40 per cent in 2012 to 68 per cent in 2016, and is forecast it to reach 79 per cent by 2018.

The first edition of the Mobile Advertising Forecasts looks at mobile advertising and mobile technology in 60 key countries around the world. It forecasts the rising amount of time consumers devote to mobile internet use, the spread of smartphones and tablets, and the growth of mobile ad spend.

The countries with the highest levels of mobile internet consumption are dispersed across Western Europe, Asia and North America. Mobile internet accounts for the highest proportion of total internet use in Spain, where Zenith estimate it will account for 85 per cent of internet use in 2016. Hong Kong comes second, with 79 per cent of internet use being mobile, followed by China with 76 per cent and the United States 74 per cent. Italy and India come joint fifth, at 73 per cent each.

Zenith estimates that Ireland has the highest smartphone penetration this year, at 92 percent, followed by Singapore (91%), Spain (88%), Norway (86%) and South Korea (84%). We forecast Ireland to remain in first place in 2018, with 94% penetration, followed by Switzerland and Singapore at 92% each, and Norway and Taiwan at 91% each.

Mobile advertising will overtake desktop advertising in 2017, increasing its share of global internet advertising to 52% from 44% this year. In 2018 we expect mobile advertising to account for 60% of all internet advertising. That year mobile advertising expenditure will total $134 billion, which is more than will be spent on newspaper, magazine, cinema and outdoor advertising put together.

Zenith advises that all brands need to become mobile-first in their digital communication: all assets - from brand websites to video ads - should be built to deliver the best and most effective experiences on mobile devices. Advertisers also need to think about consumer mobility, not just mobile devices.

Zenith also recommends that advertisers consider the full mobile ecosystem, including smartwatches, activity trackers and other smart devices, when planning their communications. Consumers tend to use the more specialist devices on very specific occasions, giving advertisers the opportunity to target these moments of their life with precision.