According to Zenith’s Mobile Advertising Forecasts 2017 ,more than half (53 percent) of all internet ad spending go to ads viewed on mobile in 2017.
66 percent or two-thirds of individuals in the 52 countries examined by Zenith will own a smartphone in 2018, this is up from 58 percent in 2016. This spread increases the number of contacts between brands and consumers, giving consumers new opportunities to connect to internet content wherever they are, at any time in the day, said Zenith.
"Some of these contacts take the form of paid advertising in third-party content, but mobile technology is also enabling broader brand experiences, such as branded content and social media engagement."
Mobile devices that inlude smartphones and tablets, are now the primary means of accessing the internet for most users.
"By reaching consumers at the right occasions with tailored messages, brands can guide them through the consumer journey more effectively," said Vittorio Bonori, global brand president for Zenith.
According to the report, Spain has the highest share of mobile internet access at 81 percent. It's followed by Italy at 78 percent, China and U.S, each at 77 percent, and India at 73 percent.
"Most other markets with comparable mobile use, like China and India, have a smaller installed base of fixed-line internet connections. Many consumers have gone straight to smartphones without first owning a desktop or laptop computer," explained Jonathan Barnard, Zenith's head of forecasting and director of global intelligence.
On a broader scale, western Europe and Asia Pacific are still at the lead in smartphone ownership with more than 80 percent penetration.
While smartphone penetration is still increasing, tablet penetration is stable at about 20 percent. For example. tablets in China, according to Zenith, is at a mere 4.8 percent in 2017, compared to smartphones at 85.4 percent. In Thailand, tablet penetration is even declining, likely due to the fact that tablets tend to be shared by many users within a family.
