Abstract:

From a global perspective online penetration rates vary significantly. However, due to the increase in penetration of connected devices (especially smartphones and tablets) all countries globally have seen a strong uplift in online access over the last couple of years. Smartphone and tablet penetration is catching up with or even overhauling desktop in some countries, shaking up the old order depending on local adaption rates for new technology. While some Western countries (Germany, France) fall behind, new reference markets (e.g. South Korea, Singapore or Norway) for the future of media consumption arise. CCS allows benchmarking of online usage across 56 countries over a four-year period.