Zenith’s Mobile Advertising Forecasts has revealed that in 2017, 75% of internet use will be mobile, with Spain, Hong Kong and China leading mobile internet consumption.

The report, which looks at mobile advertising and technology in 60 countries, shows the increasing time that users spend on the mobile internet, the spread of smartphone and tablets and the growth of ad spend.

According to the forecast, the mobile proportion of internet use has increased from 40% in 2012, to 68% in 2016, with it predicted to reach 79% by 2018.

In Spain, mobile internet use in 2016 accounted for 85% total internet use, followed by 79% in Hong Kong and 76% in China, with USA at 74%. Hong Kong is expected to overtake to 89% by 2018, with China in second at 87%.

Smartphone penetration has increased from 23% to 56% since 2012, an increase of 2.4 times in four years, which is expected to rise to 63% in 2018. Smartphones are most common in Western Europe and Asia, with Ireland top of the list at 92% and set to remain at the top in 2018, followed by 91% in Singapore, set to increase a percent in 2018.

The report also predicts that internet advertising will overtake mobile in 2017, reaching 60% in 2018 with expenditure of $134bn – more than spent on newspaper, magazine, cinema and OOH put together.

Therefore, advertisers are advised to take their communication mobile-first and build cross screen brand experiences. The report also shows that advertisers should consider all devices, as consumers tend to use the more specialist tech, such as smartwatches and activity trackers, on specific occasions allowing users to be targeted accurately.

“Mobile devices are already the primary means of accessing the internet across the world,’ said Zenith head of forecasting Jonathan Barnard. “Countries in Western Europe, Asia and North America are leading the transition, but mobile technology is spreading rapidly everywhere. Next year mobile devices will become the main vehicle for internet advertising as well.”