It is expected that in the next five years many of these markets will reach similar maturity levels to Europe and North America. Brazil and South Africa already log penetration levels of 60%, while India’s lower figure of 24% still represents hundreds of millions of users. In South Korea, 95% of adults own a smartphone.Įmerging economies are catching up. These devices are approaching ubiquity in advanced economies, among which median penetration levels stand at 76% of adults. Some of the most popular apps in the world, such as Facebook and YouTube, have more users than China has people. It is estimated that there are over six billion smartphone users worldwide, and about five billion of those have access to the internet.
The market for these apps is about as big as they come.
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