According to a new forecast from Zenith, next year, three-quarters of global internet traffic will come from mobile devices. While we were all likely aware of the internet increasingly becoming mobile-first, 75% is a huge proportion when you consider the number of desktops and laptops still out there.

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As Zenith notes, internet access from mobile devices skyrocketed in recent years, with smartphones and tablets representing just 40% of global web access in 2012. This year that number has risen to 68% and Zenith predicts it will rise to 79% globally by 2018.

In Spain, the country with the highest mobile internet usage rates, that number is already around 85%. As far as smartphone penetration goes, Zenith claims Ireland has the highest percentage of smartphone users, with a massive 92% of the Irish reported to own a smartphone. Singapore comes next with 91%.

Zenith forecasts that, concomitant to the rise in internet use from mobile devices, there will be a plenitude of new mobile advertising to go with it. So much so that 60% of global advertising revenue in 2018 is predicted to be mobile-driven.

The company predicts that mobile-first advertising will be worth $134 billion worldwide in 2018. For reference, that figure is greater than the estimated global advertising budgets for newspapers, magazines, cinema and outdoor advertising combined.

What percentage of the time do you think you access the internet from a mobile device? How do you deal with mobile ads?

Kris Carlon
Kris Carlon is a Senior Editor at Android Authority. He is a half-British Australian who lives in Berlin, travels a lot and is always connected to a laptop, phone, smartwatch or tablet (and occasionally a book).
  • Duder12


  • Goblin Shark

    Nearly all of my access is mobile

  • noh1bvisas

    only about 10% of mine is mobile. i stream stuff on a TV, not my phone.

    i need to look into the t mobille one plus plan more. if is what they are advertising it to be, i may be able to cut the cable completely and save a few bucks.

  • Pranav

    Laptop is my choice

  • Daggett Beaver |dBz|

    Yeah, I’m having trouble believing this.

    • noh1bvisas

      they may be right, globally. seems high to me, though. who is Zenith? They used to make killer TVs in America. I still have one from 1988 in a bedroom.

  • I refuse to believe this. Anything I can do on mobile I can do twice as fast on a laptop. I was just trying to go to a webpage and download a PDF on my phone the other day and the autocorrect alone is infuriating. And then I had to enable storage permissions for my browser.

    • saksham

      it depends on what u are used to.. me personally didnt spend much time on pc just played games :) but on mobile i know exactly what to do for a task

  • Dusty

    This article is very strange. No linked sources, figures coming from saturated markets, no graphs or charts, and the ‘reference’ for ‘projected’ advertising dollars in 2018 seems to exclude TV ad revenue and seems to use ad revenue figures from 2015 or 2016? to compare with projected mobile ad revenue.

  • CR

    Mine would be at least that already if I didn’t stream most tv through an Android box. Or does that count?

  • Wandile Tembe

    My mobile is my primary device. And I hate the way these developers push adds to my mobile. When I play Modern Combat 5 Blackout I have to wait a long time for the add to load and its all my data waisted.

  • The-Sailor-Man

    How could this be even a news?
    Since Samsung pushed the large screen phones, and made them a norm, so all other OEMs follow the trend, ppl more seldom go out with laptops (and even tablets). This is what makes the traffic, knowing that ppl spend a lot of time outside home.
    At home is other thing though. At home ppl stay mostly at their laptop/hybrid/PC doing a lot of offline job that have to be done after the day. Of course they use the same time some traffic too.
    I simply don’t understand what is the point and the task of such articles that come regularly?

  • Niclas Lueg

    Not me… im am using 100 gb from home wifi and around 2 or 3 from mobile data