Smart phone penetration in the world’s top 19 digital markets is expected to double from 35.5% last year to an average of 71.7% in 2015, according to a new media forecast published by ZenithOptimedia. While tablet penetration in these markets will lag that figure, adoption should reach 13% by 2015, up from just 4.7% last year. That number should vary substantially among the different markets: recent reports have put tablet ownership in the US at about 25%.
The ZenithOptimedia study indeed sees tablet penetration in the US as far above the 19-market average. Last year, when average penetration across those markets stood at about 5%, it exceeded 15% in 5 markets, being Australia, France, Ireland, the Netherlands and the US. In 2015, penetration could reach 45% in France and 50% in Ireland, according to the forecast. Read the rest at MarketingCharts.