New Media Penetration In Advanced Markets Accelerating

by , Feb 11, 2013, 8:24 AM
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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. 

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