In 2018, 66% of people surveyed in 52 countries included in recent research will own a smartphone.. Already in 2017 we have reached a figure of 63%, and in 2016 58%. In this post we will talk about the smartphone penetration in the world.
The rapid penetration of such smart devices worldwide has transformed the way businesses communicate with consumers. However, there has been a slowdown in penetration, which is now between 80% and 90% in developed markets. This growth will increase by only 7% in 2018 compared to 10% in 207 and 14% in 2016.. The most advanced growth was in 2015 when it reached 21%.
The number of connections between brands and consumers is growing rapidly due to the expansion of the smarphones. The benefit lies in offering consumers new opportunities to access multimedia content anywhere in the world at any time. Some of this content is in an advertising format, but there are also broader experiences such as branded content and social media interactions.
Western Europe and Asia Pacific continue to lead the market in terms of smartphone penetration.
Specifically, there are 5 markets where the penetration of these devices will be higher than 90% in 2018:
- Netherlands, 94%.
- Taiwan: 93%
- Hong Kong: 92%
- Norway: 91%
- Ireland: 91%
11 markets will be close to the 90%, all of them in Western Europe and Asia Pacific, with the exception of Israel, which will be left with an 86%.
The country with the largest number of users of this device will be China.with 1.3 billion users, followed by India with 530 million.
Tablet penetration does not have as much impact as tablet penetration. smartphone penetration. One reason is that the tablet is shared within households. In China, it has not been as successful, with a penetration of 4.8% in 2017, in contrast to 85.4% for smartphones.
However, in 12 markets, the Tablet penetration reaches 50%, but not even 10% in 7 of them..
Tablet ownership is most common in the Netherlands with a penetration of 74%, Australia with 66% and in Ireland with 65%.
The primary means of accessing the Internet for the vast majority of consumers is the mobile device.which includes tablets and smartphones. 73% of the time spent online in 2018 will be from these two devices.
Spain is the top country with 81% of mobile usage in 2017, followed by Italy (78%) and China (77%).
Now we talk about the investment in advertising in 2018. It is estimated that 59% of online spend will go to ads viewed on mobile devices in 2018. In 2019, the mobile advertising spend will reach $156 billion, reflecting 26% of investment across all media.
