In many emerging markets, mobile was the first screen for internet access for many consumers. In the Middle East and Africa, according to eMarketer estimates, more than nine in 10 web users go online via mobile phones.
This year, eMarketer estimates, 94.0% of internet users in the Middle East and Africa will go online via mobile phones at least once per month. That's up slightly from 2013’s penetration rate of 92.7%, already by far the highest in the world. On average, just 79.1% of internet users worldwide will be mobile phone internet users this year. It won't be until 2017 that most regions boast penetration rates in the 90%-and-up range.
As a percentage of mobile phone users, the Middle East and Africa is still behind North America in terms of mobile phone internet user penetration. Just over half of mobile phone users in the region will go online with their devices this year, while nearly two-thirds of mobile phone users in North America will do so.
eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population along with company-, product-, country- and demographic-specific trends as well as trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
Additionally, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
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