The report looks at mobile advertising and mobile technology in 60 key countries around the world, forecasting the rising amount of time consumers devote to mobile internet use, the spread of smartphones and tablets and the growth of mobile adspend.

Looking at the UK specifically, the report states that in 2016, people in the UK will consume 50% of their daily internet via mobile – the equivalent of 107 minutes a day. It also reveals that the UK has the fifth largest tablet penetration this year, at 58.4%, and that in 2017, 65% of UK consumers will have a smartphone and 62.8% will own a tablet. 

“Mobile devices are already the primary means of accessing the internet across the world,’ said Jonathan Barnard, head of forecasting at Zenith.

“Countries in Western Europe, Asia and North America are leading the transition, but mobile technology is spreading rapidly everywhere. Next year mobile devices will become the main vehicle for internet advertising as well.”