So just how “digital” are we?
In many ways, the stats simply do speak for themselves. Nearly 50% of the world’s population currently has access to the Internet. If we look at a developed market such as the UK, that figure jumps to 90% of households. Mobile Internet penetration globally is forecast to reach 71% by 2019 - a stat that would have been unfathomable ten years ago. And gone are the days of waiting ten minutes for some content to download onto your device; Ofcom reports that in the UK 90% of homes now have access to 4G services. Those 4G users are far more likely to be attached to their smartphones, do more data heavy activities and do them more often.