Smartphone Penetration in Top Digital Markets Set to Double by 2015

February 15, 2013

This article is included in these additional categories:

Digital | Europe & Middle East | Mobile Phone | Technology

ZenithOptimedia-Penetration-New-Media-Tech-Advanced-Mkts-2011-2016-Feb2013Smartphone penetration in the world’s top 19 digital markets is expected to double from 35.5% last year to an average of 71.7% in 2015, according to a new media forecast published by ZenithOptimedia. While tablet penetration in these markets will lag that figure, adoption should reach 13% by 2015, up from just 4.7% last year. That number should vary substantially among the different markets: recent reports have put tablet ownership in the US at about 25%.

The ZenithOptimedia study indeed sees tablet penetration in the US as far above the 19-market average. Last year, when average penetration across those markets stood at about 5%, it exceeded 15% in 5 markets, being Australia, France, Ireland, the Netherlands and the US. In 2015, penetration could reach 45% in France and 50% in Ireland, according to the forecast.

The report also looks at IPTV adoption, predicts much slower growth in this area. Whereas penetration jumped by 20% between 2011 and 2012 (5.5% to 6.6%), adoption should only grow by another 36% by 2015.

About the Data: The 19 markets that make up the forecast (in order of forecast penetration of new media technology in 2015): Netherlands; France; Ireland; Norway; Canada; Denmark; Sweden; Australia; South Korea; UK; Spain; Israel; China; USA; Japan; Brazil; Germany; Hungary; and Russia.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This