Wouldn’t it be great if the tech industry had a crystal ball and was able to see what was coming in the future of our industry? We would be able to see things like new threats such as: spyware, ransomware and malware that threaten our networks. We would be able to see the newest gadgets that are yet to be invented that will save us time and money. . . and some that might help save our world a little. The future is pretty exciting and nerve wracking at the same time.
One area that we can almost predict, or at least see where the trajectory is headed, is the future of the mobile industry as it relates to internet use. According to Zenith’s new Mobile Advertising Forecasts, mobile devices will account for 75 per cent of global internet use next year. The mobile proportion of internet use has increased rapidly, from 40 percent in 2012 to 68 percent in 2016, and Zenith forecasts it to reach 79 percent by 2018.
It is no surprise that mobile use has grown so much and will continue to expand as the penetration of the mobile market has dispersed across Western Europe, Asia and North America. In 2012, just 23 percent of people in our 60 markets had a smartphone, and four per cent had a tablet. Smartphone penetration has now reached 56 percent, and increase of 2.4 times over four years. Zenith forecasts it to rise to 63 percent by 2018. Tablets are more of a luxury item and have not spread nearly so widely: they are owned by 15 percent of people in our 60 markets now, and Zenith expects them to reach 17 percent penetration in 2018.
Due to these major growths in mobile use, marketing and internet use via mobile is expected to overtake desktop advertising in 2017, increasing its share of global internet advertising to 52 percent from 44 percent this year. In 2018, it is expected for mobile advertising to account for 60 percent of all internet advertising.
If your company does not have a mobile plan in place or needs to beef up your current plan, call M&H Consultants to talk about the future of mobile for your company.
Categorised in: mobile issues