Mobile dominates internet use globally

Global mobile internet use is predicted to rise to 73% next year, up from 65% in 2016, and has doubled since 2011.

In comparison, the UK lags behind the global average for mobile internet use, according to the Mobile Advertising Forecasts 2017. Mobile currently accounts for just over half ( 57%) of average daily internet consumption in the UK, and is expected to rise to 64% in 2018.

The report also predicts that global smartphone penetration will reach 66% next year, based on findings from 52 countries. In the UK, penetration is expected to reach 69% in 2018. Western Europe and Asia Pacific continue to lead the world in smartphone ownership.

Globally, mobile advertising is predicted to represent 62% of all internet advertising by 2019, worth $156bn – which would equate to 26% of ad spend across all media.

Jonathan Barnard, Zenith’s head of forecasting and director of global intelligence, said: “For most consumers and advertisers, the mobile internet is now the normal internet. The ownership of mobile devices is beginning to saturate in some markets, but there’s plenty of room for further growth across the rest of the world.”