66% of consumers will have a smartphone by next year

Posted on: Monday 16 October 2017

Two-thirds of the global population will own a smartphone by 2018, which will have a significant impact on brands' future marketing strategies.

Two-thirds of people across the globe will own a smartphone by next year.

This is according to the Mobile Advertising Forecasts 2017 report from Zenith, which shows that the global smartphone user base will increase this year, rising from 63 per cent to 66 per cent. By comparison, the figure stood at just 58 per cent in 2016.

With this in mind, brands need to make sure their marketing strategies are responding to this and are optimising their digital content for mobile, exploring apps and adopting an 'always-on' approach.

As Jonathan Barnard, head of forecasting and director of global intelligence at Zenith, commented: "For most consumers and advertisers, the mobile internet is now the normal internet."

Indeed, Zenith predicts that by 2019, brands across the world will be spending $156 billion (£117 billion) a year on mobile advertising, which will be equivalent to more than one-quarter (26 per cent) of all digital ad spend.

Related content

Ipsos iris: 93% of online population use smartphones

The pandemic has not impacted the dominance of smartphones, with latest Ipsos iris data showing that time spent on smartphones accounts for 55% of all...

Learn more
Katherine Hansford discusses mobile

Moving on from a decade of mobile

Learn more
Nicholas Graham

Digital Audio Britain

The IAB’s Autumn 2018 Digital Audio Britain series proves that digital audio continues to slip comfortably into our lives very conveniently

Learn more

StorySign app developed to help deaf children learn to read

StorySign sees an avatar sign printed words when a smartphone is held up to a book, to help deaf children learn to read.

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.