Yahoo's Flurry Analytics has found that Sweden has 150% market penetration for 'smart' mobile devices, the Netherlands 136% and the UK 130%, indicating that households have multiple devices including tablets and phones.
Northern Europe sees the highest smart device penetration while Spain is leading the so-called phablet share in Southern Europe with a score of 37%. Italy, has far fewer people with smart devices, showing growth of a mere 31%.
The latest stats indicate that mobile-optimised, higher quality content is vital for marketers as mobile devices are clearly the preferred channel. Research shows that 90% of time spent on smart devices is now related to app content rather than the mobile web.
2016 will also see global mobile ad spend overtaking newspaper advertising, according to research by ZenithOptimedia. By 2018 it will also outstrip desktop ad spend.
Published 3rd February, 2016
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