More people now access the internet via mobile than desktop, study says
In what could be a tipping point for web consumption, a StatCounter study has found that as of October 2016, mobile devices accounted for 51.3% of internet usage worldwide versus 48.7% by desktop. As you would expect, mobile took the lead in emerging markets where people are more likely to have a mobile device as their sole access to the internet. But despite mobile taking the overall lead in October, in developed countries such as the U.S. and U.K. the desktop still accounts for 58% and 55.6% of internet usage, respectively.
A separate forecast predicts nearly 80 percent of internet usage will be mobile by 2018, as well as 60 percent of digital ad spend.
According to a forecast from Zenith, mobile devices will drive 75 percent of global internet usage next year. The agency said that figure will grow to nearly 80 percent by 2018. In addition, mobile advertising will overtake desktop advertising globally next year, according to the forecast. By 2018, 60 percent of internet advertising will be mobile, says Zenith.
The company added that global internet ad expenditures will reach $134 billion in 2018, “more than will be spent on newspaper, magazine, cinema and outdoor advertising put together.”
The IAB reported yesterday that in the US, digital ad revenues were $32.7 billion for the first half of 2016. Mobile advertising was the biggest growth driver, responsible for $15.5 billion, or just under 50 percent.