Mobile advertising to overtake desktop advertising in 2017

Mobile devices are already the primary means of accessing the internet across the world, and it is reported to further increase 75 percent of all internet advertising in 2017, according to Zenith’s recent Mobile Advertising Forecasts.

The report says that mobile devices will become the main vehicle for internet advertising and will overtake desktop advertising in 2017, increasing its share of global internet advertising to 52 percent from 44 percent this year.

In 2018, the agency expects mobile advertising to account for 60 percent of all internet advertising, where the mobile advertising expenditure is expected to reach US$134 billion, which is more than the amount that will be spent on newspaper, magazine, cinema and outdoor advertising put together.

The study also highlighted the countries with the highest levels of mobile internet consumption. Across Western Europe, Asia and North America, Hong Kong comes second globally, with 79 percent of internet use being mobile, followed by China (76 percent) and the United States (74 percent). Italy and India come joint fifth, at 73 percent each. Zenith also expects Hong Kong to have the highest mobile internet use, accounting for 89 percent of total internet use.

By 2018, China will be second with 87 percent and Spain third with 86 percent, followed by the United States and Italy at 83 percent each, and India at 82 percent.

In terms of Smartphone penetration, it is expected to increase 2.4 times (63 percent) between 2012 and 2016. Ireland is estimated to have the highest smartphone penetration this year, at 92 percent, followed by Singapore (91 percent), Spain (88 percent), Norway (86 percent) and South Korea (84 percent). Ireland is expected to remain in first place in 2018, with 94 percent penetration, followed by Switzerland and Singapore at 92 percent each, and Norway and Taiwan at 91 percent each.