PULSE POINTS
DIGITAL FORECAST:
Mobile Will
Dominate
Internet Use
by 2017
ccording to a forecast by Zenith, a media buying
agency and a unit of French ad agency Publicis
Groupe SA, 75 percent of internet use will be mobile
by 2017. Following the release of its “Mobile
Advertising Forecast,” Zenith’s estimate is up slightly
from this year’s (68 percent), as more consumers around the world are
expected to access the web via smartphones and tablets. The report
further estimates that, by 2018, mobile’s share of global internet usage
will reach 79 percent, nearly doubling since 40 percent in 2012.
The report, which covers 60 countries worldwide, also projects that 60
percent of global internet advertising money will come from mobile
advertising in 2018. It is estimated that mobile advertising expenditure in
2018 will total US$134 billion, which “is more than advertising money
spent on newspaper, magazine, cinema and outdoor advertising
combined.”
Around the globe, Spain ranks number one in
mobile usage with 85 percent, followed by Hong
Kong (79 percent) and China (76 percent). Mobile
usage in the U.S. is 74 percent.
For 2017, Zenith forecast mobile advertising will
overtake desktop ad spending and will account for
60 percent of all internet advertising.
A key driver to this shift in advertising expenditure
is the rising popularity of social media sites,
including Facebook, Instagram and Snapchat,
which continue to attract the young online viewers
which many brands hope to attract.
Does your brand have a mobile-first strategy? Is
your website mobile-responsive? Are you creating content that
engages the growing digital natives that prefer to access their content
via their mobile devices? If you are not thinking mobile, now is the
time to do so.
A
For 2017, Zenith forecast
mobile advertising will
overtake desktop ad spending
and will account for 60
percent of all internet
advertising.
14
PULSE
■
December 2016