Seventy-five percent of
internet use in 2017 will be mobile: report
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[October 29, 2016]
By Malathi Nayak
NEW YORK (Reuters) - Seventy-five percent
of internet use will be mobile in 2017, up slightly from this year, as a
growing number of consumers around the world access the web on
smartphones and tablets, media buying agency Zenith forecast this week.
Zenith previously estimated that 71 percent of internet consumption
would be mobile in 2016. Sixty percent of global internet advertising
dollars will come from mobile advertising in 2018, Zenith said,
following the release of its "Mobile Advertising Forecasts" report on
Thursday.
Mobile advertising expenditure in 2018 will total $134 billion, which
"is more than will be spent on newspaper, magazine, cinema and outdoor
advertising put together," it said.
Zenith, a unit of French ad agency Publicis Groupe SA <PUBP.PA>, had
estimated global mobile advertising expenditure in 2016 to be $71
billion.
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As more ad dollars shift to the digital realm from television, brands
are rushing to Facebook Inc <FB.O>, Snapchat and Google <GOOGL.O> where
they can market to viewers.
"In four years, you've gone from 40 percent to 70 percent (of total
internet use) in mobile," said Scott Singer, a digital media executive
and managing director of innovation consultancy firm DDG Inc.
This trend is driving a shift in ad dollars to mobile and stoking deals
in the media, entertainment and communications businesses, he added.
The rise of mobile data consumption, including video, is pushing
telecommunications companies to marry content and digital distribution.
They are betting that they can lure viewers to online video and other
content that are relayed over their internet and wireless networks,
while also attracting advertisers to grow ad revenue.
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![](../images/102916pics/busine93.jpg)
A man explores social media on a computer at an internet club in
Islamabad, Pakistan, August 11, 2016. Picture taken August 11, 2016.
REUTERS/Faisal Mahmood
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AT&T Inc <T.N> on Saturday said it plans to buy media company Time Warner Inc
<TWX.N> for $85.4 billion to diversify into content distribution. Verizon
Communications Inc <VZ.N> has proposed to buy internet company Yahoo Inc
<YHOO.O>.
Both want to leverage user data to help marketers deliver targeted ads.
(Reporting by Malathi Nayak; Editing by Phil Berlowitz)
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