Region holds 56% of worldwide mobile users
Asia-Pacific is economically diverse, but universally high mobile usage unites the region. Mobile users in Asia-Pacific are increasingly looking at their phones as a first screen, whether to download media, access the internet or communicate with peers—and marketers.
eMarketer estimates over 2.1 billion people in Asia-Pacific will use a mobile phone at least monthly this year, representing over half the population of the region. By the end of 2011, Asia-Pacific will account for 56% of all mobile users in the world. Growth will be steady, with penetration reaching 72.6% by 2015 for a mobile population of nearly 2.9 billion.
“There is a dramatic contrast between highly advanced mobile countries such as Japan and South Korea and huge developing nations like China and India,” said Noah Elkin, eMarketer principal analyst and author of the new report, “Asia-Pacific Mobile: Redefining the Digital Landscape.” “And within the emerging markets in particular, there is a second divide, where the majority of mobile users own simple prepaid phones and a small but growing number sport smartphones and advanced feature phones.”