IT’S MO­BILE TIP­PING POINT

ArabAd - - STUDY -

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

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.