2/3 in top digital markets will own smartphone by 2018

2/3 in top digital markets will own smartphone by 2018

2/3 in top digital markets will own smartphone by 2018

66.5% of individuals in key digital markets will have a smartphone by the end of 2018, according to the New Media Forecasts report from ZenithOptimedia, published today.

In 47 leading countries smartphone penetration rose from 41.6% in 2013 to 49.5% in 2014, and it will reach 55.7% this year.

Smartphone adoption is highest in Asia Pacific and Western Europe. Of the 47 markets studied, Singapore has the highest level of smartphone penetration, at 89.0% at the end of 2014, and it is thought this will leap to 97.0% by 2018 as the government pushes ahead with its plan for universal Wi-Fi access. Spain and Ireland follow close behind, with 86.7% and 83.0% penetration in 2014 respectively.

Tablets are also growing in popularity: across our 47 countries, penetration rose from 5.3% in 2012 to 14.8% in 2014, and are forecast it to reach 19.8% in 2018.

Hong Kong tops the ranking of highest-penetration markets for tablets, with 77% penetration in 2015, which is expected to increase to 91% in 2018.

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