Mobile devices – smartphones and tablets combined – will account for 70 per cent of time spent using the internet globally, an increase of five percentage points since last year. In the UK, however, that figure stands at just 57 per cent.
That’s according to a study from media agency Zenith, which predicts the global figure will rise to 73 per cent next year, and the UK to 64 per cent.
Interesting, that’s in direct opposition to the proportion of ad spend. Mobile is expected to account for 63 per cent of UK digital ad spend this year, as opposed to just 53 per cent globally – lagging far behind the actual time spent on mobile.
The countries where mobile makes up the highest proportion of internet access are Spain (81 per cent), Italy (78 per cent), and China and the US (each at 77 per cent).
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