Mobile devices to account for 75% of global internet use next year

Mobile devices will account for 75% of global internet use next year, according to Zenith's new Mobile Advertising Forecasts, published this week. The mobile proportion of internet use has increased rapidly, from 40% in 2012 to 68% in 2016, and is forecast to reach 79% by 2018.

This first edition of the Mobile Advertising Forecasts looks at mobile advertising and mobile technology in 60 key countries around the world. It forecasts the rising amount of time consumers devote to mobile internet use, the spread of smartphones and tablets, and the growth of mobile ad spend.

As previously forecast by Zenith, mobile advertising will overtake desktop advertising in 2017, increasing its share of global internet advertising to 52% from 44% this year. In 2018 Zenith forecasts mobile advertising to account for 60% of all internet advertising.

Read more on Zenith's website here.