IT’S MOBILE TIPPING POINT
Young people across 34 of the world’s largest advertising markets will spend more time accessing the internet via mobile than via all other devices combined, regardless of their location, by 2018. This is the key finding from a new global insight study into changes in mobile behaviour conducted by Zenithoptimedia and Globalwebindex and using GWI’S panel of 200,000 internet users.
Some countries, such as Mexico and Saudi Arabia, have already reached this tipping point.
The first of the top 10 advertising markets to reach the ‘mobile tipping point’ is Brazil. By 2016, Brazil will see its population of 16-24 year olds spend more time accessing the web via mobile than all other devices. South Korea and Argentina will also reach the mobile tipping point next year. China and Japan - the second and third biggest advertising markets (Zenithoptimedia’s Advertising Expenditure Forecast September 2015) - will hit the tipping point in 2017. USA and Germany (the first and fifth biggest markets) will pass the tipping point in 2018 followed by UK (fourth biggest) in 2019.
In this study, entitled 'The Mobile Imperative', presented at dmexco 2015, Zenithoptimedia and GWI found that across all 34 markets surveyed, 41% of Mobile First users – defined as those with 90% internet access via mobile handsets – are from the 16-24 age group. A further 31% of Mobile First users are aged between 25 and 34. The markets, which currently have the highest penetration of Mobile First users across all age groups are in the Middle East (Saudi Arabia, 11% and UAE, 8%) and Scandinavia (Sweden, 8%). Not surprisingly, the majority (63%) of Mobile First users live in urban environments.
Mobile First users spend a significantly large amount of time on the mobile web,
The markets, which currently have the highest penetration of Mobile First users across all age groups are in the Middle East (Saudi Arabia, 11% and UAE, 8%).
on average 3.59 hours per day, and 23% said they had bought a product via mobile in the last month. The most popular mobile web activity for Mobile First users is using a social networking service, coming in at 44%. This is closely followed by checking the weather (38%) and watching an online video (22%) - which has significant implications for marketers investing in content programmes. > According to research firm emarketer, the mobile advertising market in the Middle East and Africa (MENA) will grow to