2017, 75 percent of internet traffic will come from phones

According to a new forecast from Zenith, next year three quarters of global internet traffic will come from mobile devices.

Although Internet usage is becoming increasingly mobile, 75 percent is a large share given the high number of laptops and desktops in use.
According to Zenith, the use of the Internet by mobile devices has increased greatly in recent years.

In 2012, phones and tablets represented 40 percent of global Internet access.

This year, that number has increased to 68 percent while according to Zenith's predictions by 2018, 79 percent of internet usage will happen on mobile devices.

In Spain, the country with the highest internet usage from phones, the share of mobile internet consumption is already at 85 percent.

As the concentration of the Internet from phones and other mobile devices increases, so will mobile advertising. According to Zenith, 60 percent of global marketing in 2018 will come from phones.