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BizReport : Trends & Ideas archives : December 10, 2015

Smartphone ownership surge predicted among those living in top digital markets

By the end of 2018, more than two-thirds of people in the world's top digital markets will own a smartphone, according to new data released by ZenithOptimedia.

by Helen Leggatt

In their latest 'New Media Forecasts', ZenithOptimedia predicts that across the 47 leading digital countries smartphone penetration will reach 66.5% by the close of 2018.

Currently, smartphone adoption is highest in Asia Pacific and Western Europe and ZenithOptimedia does not expect this to change over the next few years. Singapore has the highest level of smartphone penetration - 89% at the close of last year - and this is expected to rise to 97% by the end of 2018 driven, in part, by government plans for universal Wi-Fi access.

Spain and Ireland follow Singapore with 86.7% and 83% respectively.

"In our 47 top markets we estimate there will be 1.9 billion internet users at the end of 2015, representing about 60 percent of all internet users across the world, and 3.9 percent more than there were at the end of last year," reports ZenithOptimedia. "The annual rate of growth has fallen from 7.9 percent in 2011, when there were 1.5 billion internet users in these markets, and we expect it to drop to 2.5 percent in 2018, when there will be 2.0 billion users."

The report also notes that tablet adoption is rising. Across all the 47 countries, tablet penetration rose from 5.3% in 2012 to 14.8% in 2014 and is expected to reach just under 20% by 2018. Hong Kong currently has the highest penetration for tablets (77%) followed by Singapore.

Image via Shutterstock

Tags: digital markets, mobile, smartphone, tablets, trends

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