Smartphone Penetration in Top Digital Markets Set to Double by 2015

Smartphone penetration in the world’s top 19 digital markets is expected to double from 35.5% last year to an average of 71.7% in 2015, according to a new media forecast published by ZenithOptimedia. While tablet penetration in these markets will lag that figure, adoption should reach 13% by 2015, up from just 4.7% last year. That number should vary substantially among the different markets: recent reports have put tablet ownership in the US at about 25%.

The ZenithOptimedia study indeed sees tablet penetration in the US as far above the 19-market average. Last year, when average penetration across those markets stood at about 5%, it exceeded 15% in 5 markets, being Australia, France, Ireland, the Netherlands and the US. In 2015, penetration could reach 45% in France and 50% in Ireland, according to the forecast.

The report also looks at IPTV adoption, predicts much slower growth in this area. Whereas penetration jumped by 20% between 2011 and 2012 (5.5% to 6.6%), adoption should only grow by another 36% by 2015.

About the Data: The 19 markets that make up the forecast (in order of forecast penetration of new media technology in 2015): Netherlands; France; Ireland; Norway; Canada; Denmark; Sweden; Australia; South Korea; UK; Spain; Israel; China; USA; Japan; Brazil; Germany; Hungary; and Russia.

February 15, 2013 by MarketingCharts staff

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