New Media Penetration In Advanced Markets Accelerating
Even as smartphone penetration in the U.S. may be leveling in coming years, device ownership in the advanced global markets will see substantial growth, according to ZenithOptimedia's latest “New Media Forecasts.” Looking at the 19 most advanced markets globally, including the U.S., Zenith finds that smartphone penetration will reach 46.6% this year and be on track to achieve 71.7% by 2015. Tablet coverage has a higher potential upside, penetrating only 7.2% of the adult market this year and 13% in two years.
Smartphone penetration rates are very nation-specific even among the developed countries, led by Sweden with 73% and trailed by Brazil with 18%.
Tablets are showing their strongest presence in the U.S., Australia, France, Ireland and the Netherlands, which all have over 15% penetration. Looking forward, Zenith expects tablets to be in the hands of 45% to 50% of adults in France and Ireland, respectively, by 2015.
All device use considered, Western Europe is the leading region worldwide for new media adoption. Average penetration of devices (smartphone, tablet and IPTV) in Norway is 38.8%, followed by France (35.7%), The Netherlands (35.1%), Sweden (31.3%) and Denmark (21.2%). The U.S. is ranked 12th with 19.4%.
Zenith says it expects The Netherlands to grow fastest because of rapid take-up of IPTV services and a fiber-optic infrastructure.
Recent Mobile Marketing Daily Articles
-
Be Persistent, Colorful, Short, Valuable: IAB Issues Mobile Creative Manifesto June 18, 7:40 a.m.
The creatives are celebrating themselves in France this week, and mobile is sure to have a ... -
'Atlantic' Joins 'Esquire' In Launching Weekly Mini-Mags For Devices June 17, 7:56 a.m.
As magazines search for new mobile monetization models from devices, two legendary monthly titles are experimenting ... -
Yahoo Acquires GhostBird To Enhance Flickr June 14, 11:51 a.m.
The Yahoo spending spree continues this week with the company's acquisition of mobile photo editing app ... -
Comedy Central Launches New Standup Channel... As An App June 7, 9:12 a.m.
The new CC Stand-Up app from Comedy Central announces itself as a new cable channel when ... -
Gartner Lowers Mobile Payment Forecasts, Cites Lagging NFC, Poor Execution June 5, 10:16 a.m.
Mobile payment transaction value is set to increase on average 35% annually between 2012 and 2017 ... -
Airpush Ad Net Updates SDK, Claims 90,000 Apps June 3, 7:20 a.m.
One of the fastest-growing mobile ad networks of 2012 went bicoastal this weekend in announcing the ... -
'The Magic Is At The Intersection': Apple's Tim Cook Sort Of Opens Up May 29, 8:26 a.m.
In one of the most far-ranging and longest interviews with Apple CEO Tim Cook since he ... -
Social Media Driving Mobile Video Discovery May 28, 8:15 a.m.
The video viewing habit is migrating quickly from desktop to devices, but some of the familiar ... -
Tween Girls Susceptible To Mobile Advertising May 24, 3:23 p.m.
What’s less surprising? New research showing that female tweens are highly susceptible to mobile advertising, or ... -
B&N Nook: Let's Try That Again May 6, 8:17 a.m.
Barnes & Noble is trying to come at the tablet market yet again this week with ...
Be the first to comment on "New Media Penetration In Advanced Markets Accelerating"
Leave a Comment