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Three-quarters of Internet Use Will Be on Mobile by 2017

TOKYO, JAPAN - JULY 16:  A man uses his smartphone on July 16, 2014 in Tokyo, Japan. Only 53.5% of Japanese owned smartphones in March, according to a white paper released by the Ministry of Communications on July 15, 2014. The survey of a thousand participants each from Japan, the U.S., Britain, France, South Korea and Singapore, demonstrated that Japan had the fewest rate of the six; Singapore had the highest at 93.1%, followed by South Korea at 88.7%, UK at 80%, and France at 71.6%, and U.S. at 69.6% in the U.S. On the other hand, Japan had the highest percentage of regular mobile phone owners with 28.7%.  (Photo by Atsushi Tomura/Getty Images)

By Fortune

According to a new estimate.

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% 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, had estimated global mobile advertising expenditure in 2016 to be $71 billion.

As more ad dollars shift to the digital realm from television, brands are rushing to Facebook, Snapchat, and Googlewhere they can market to viewers.

“In four years, you’ve gone from 40% to 70% (of total internet use) in mobile,” said Scott Singer, a digital media executive and managing director of innovation consultancy firm DDG.

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.

AT&T on Saturday said it plans to buy media companyTime Warner for $85.4 billion to diversify into content distribution. Verizon Communications has proposed to buy internet company Yahoo.

Both want to leverage user data to help marketers deliver targeted ads.

First appeared at Fortune

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