IPTV penetration will increase by around 36% until 2015

ZenithOptimedia predicts that smartphone penetration will double from 36% in 2012 to 72% in 2015. Tablet penetration will increase by 177% and IP television (IPTV) will increase by 36% compared to the same period.

The new study 'New Media Forecast' by ZenithOptimedia analyzes the adoption of new technological devices and defines the nineteen most developed markets. Western Europe leads the penetration rate and smartphones grow 17% per year in this market. Its forecasts indicate that until 2015 the figure will increase to 36.2%.

ZenithOptimedia predicts that smartphone penetration will double from 36% in 2012 to 72% in 2015. Tablet penetration will increase by 177% and IP television (IPTV) will increase by 36% compared to the same period.

Norway is first in new device penetration in 2012 but the Netherlands will be first in 2015, rising from third position in 2012. Ireland's growth forecast is the highest and represents a rise from 11th position to third. Spain occupies eighth place in the ranking with an average penetration of 24.4%.

ZenithOptimedia has identified the nineteen most developed digital markets in the world, which have been classified taking into account their size and the percentage of total advertising investment directed to the internet. The company has also examined how consumers in these markets use digital media; how internet advertising, social networks and e-commerce are developing; and how quickly new technologies are being adopted.

In these areas, smartphones are the most common gadget, with an average penetration of 36% in 2012. Smartphone penetration varies widely within the nineteen selected markets, from 73% in Sweden to 18% in Brazil.

Overall penetration is growing rapidly and ZenithOptimedia predicts it will double to 72% in the 19 markets in 2015 and reach 33% in Brazil and 93% in Sweden.

The average penetration of tablets was 5% in 2012 but exceeded 15% in five markets: Australia, France, Ireland, the Netherlands and the US. For 2015 the report expects an average penetration of 13% in the nineteen markets, but it will reach up to 45% in France or 50% in Ireland.

IPTV

IP television is, of the three, the technology with the least growth. Average penetration will increase around 36% between 2012 and 2015, from 6.6% to 9.0%. IPTV has the widest range of adoption among the nineteen markets analyzed and by 2015 its penetration is expected to reach 91% in the Netherlands, although it would barely exceed 1% in Russia.

More information, here.

Smartphone, tablet and IPTV penetration (2012-2015)