60% Of Web Advertising Will Be On Mobile In 2018


That’s according to Zenith Media, which also says 75% of global Internet use will be mobile next year. The predictions are part of Zenith’s new Mobile Advertising Forecasts. Mobile use of the Internet has increased from 40% in 2012 to 68% in 2016, and Zenith is forecasting it to reach 79% by 2018.

Zenith has previously reported that mobile advertising will overtake desktop advertising in 2017, increasing its share of global Internet advertising to 52% from 44% in 2016. In 2018, Zenith projects mobile advertising to account for 60% of all Internet advertising. In 2018, mobile advertising will total $134 billion which will be more than newspaper, magazine, cinema, and outdoor advertising combined.

The increase in mobile Internet use is being driven by the rapid rise in the penetration of mobile devices. In 2012, just 23% of people in the countries surveyed by Zenith had a smartphone. Smartphone penetration has now reached 56%, an increase of 2.4 times over four years, and Zenith is forecasting it to rise to 63% by 2018.

This Zenith report covers mobile advertising and mobile technology in 60 countries. Spain, Hong Kong, and China lead mobile Internet consumption.

Read the Zenith Media story HERE.



  1. Lends to the need for more ad platforms to push hard for ad units that translate well from mobile web to apps and other way around. Google, Airpush, Facebook and a handful of other top companies and ad platforms are obviously on the front lines of this, but most are not — incredibly so!


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