Worldwide Smartphone Use Is On The Rise

In the United States, it almost seems no matter which way you look people everywhere have their head’s buried in the content of their cell phone. From iPhone to Android, individuals are constantly surfing the web and downloading apps on their smart phone. But how does this translate across the globe? Are other countries using the smart phone as much as Americans? Where can we expect to see numbers rise? What’s the percentage of the population with access to these advanced phones?

According to a study conducted by eMarketer, by the end of 2014, 1.76 billion people are expected to have a smart phone across the globe. This will be a 25% increase from 2013. Currently, only a quarter of the population is using smart phones, and it is localized to predominantly nine countries. However, a large leap is anticipated by 2015, estimating 15 countries to have a smart phone in the hands of over 50% of their population.

The Asian-Pacific, Western Europe, and United States regions are dominating the smart phone market. Many countries in these areas are either over 50% or quickly approaching 50% in the number of people in their country who own and/or use a smart phone. Statistics are recorded with one smart phone per person, and does not take multiple devices per person into account. Consequently, there could actually be a much greater amount of smart phones than are currently being recorded.

Why is this important to advertisers and brands? Companies should start being aware of the global growth for smart phones around the world. This increase in numbers will lead to consumers spending a greater amount of time on their cell phones and interacting with settings and platforms. This could start to be an even greater opportunity for brands to experiment with mobile advertising, mobile apps, and app creation.


With contributions by Megan Monsees


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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