Mobile Web Use in APAC: The Good and the Bad - eMarketer

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Mobile Web Use in APAC: The Good and the Bad

More developed markets lead in penetration, but room for growth remains

July 3, 2014

Internet usage in Asia-Pacific may look like a tale of two regions, with more developed markets displaying markedly higher penetration, while emerging markets are where the growth’s at. And based on eMarketer estimates of mobile phone internet usage, the story is not too different on smartphones and other mobile internet-enabled handsets than it is for web usage as a whole.

Mobile Phone Internet User Penetration in Asia-Pacific, by Country, 2012-2018 (% of population)

The same country, South Korea, boasts the highest internet and mobile phone internet penetration across the region—though mobile phone internet usage was more than 8 percentage points less common than any access at all. Mobile phone internet penetration rates were also lower in Australia and Japan, which swapped second and third place by this metric vs. overall internet penetration.

Meanwhile, the drop-off between more and less developed markets remains steep.

Mobile Phone Internet User Growth in Asia-Pacific, by Country, 2012-2018 (% change)

Growth patterns tell a slightly different story when isolated to the mobile web, however. While India and Indonesia boast both the fastest-growing internet populations overall as well as the fastest-growing mobile phone internet populations, there remains significant room for gains in developed markets Australia and South Korea. While internet penetration has been flat in these countries for years, mobile phone internet usage is still rising at double-digit rates this year, while growth in China is actually lower, at 9.2%.

Overall, eMarketer estimates, there will be nearly 1.17 billion mobile phone internet users in Asia-Pacific this year, more than half of whom will reside in China.

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