UK lagging behind the global average in mobile internet usage
According to Zenith’s Mobile Advertising Forecasts 2017, the UK is lagging behind the global average in mobile internet usage.
Globally, mobile internet usage accounts for 73% of time spent on the internet. In contrast, UK usage of a mobile device to access the internet is just 57%, with a rise to 64% expected in 2018.
This can partly be attributed to the UK’s large installation of desktop and laptop computers, whereas in some places with the highest mobile shares of internet use, like China and India, users have gone straight to smartphones without first owning a fixed internet connection.
In the UK, tablet ownership is currently at 59%, with this expected to rise to 60% by 2018.
* The 52 countries included in the Zenith report were Argentina, Australia, Austria, Belarus, Belgium, Bosnia-Herzegovina, Bulgaria, Canada, China, Colombia, Czech Republic, Denmark, Ecuador, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Ireland, Israel, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Pakistan, Peru, Philippines, Poland, Portugal, Romania, Russia, Serbia, Singapore, Slovakia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Ukraine, the UK and the USA, representing 65% of the world’s population.