Despite its wealth and stronger economic growth, the US is adopting new media technologies —smartphone, tablet, and IPTV (Internet protocol television)—at a slower pace than other countries, according to a new report by ZenithOptimedia.
The US now ranks No. 12 in the adoption of new media technologies and is expected to slip to No. 14 in the rankings by 2015.
Across the 19 geographic markets studied, Western Europe is leading adoption for all three technologies.
Below, other projections issued by ZenithOptimedia.
On average (across all 19 markets), smartphone ownership is forecast to double by 2015 while tablet ownership is expected to surge 177%. IPTV adoption is forecast to climb 36% over the same period:
- Smartphone penetration is forecast to reach 71.7% in 2015, up from 35.5% in 2012.
- Tablet ownership is expected to reach 13.0% in 2015, from 4.7% in 2012.
- IPTV is forecast to reach only 9.0% of consumers worldwide by 2015, up from 6.6% in 2012.
Norway now ranks first in average penetration of new media devices. However, the Netherlands is expected to be No. 1 by 2015 (driven by heavy IPTV use) up from the No. 3 spot in 2012. Sweden and Denmark also feature in the top 5, reflecting Scandinavia's enthusiasm for the Internet and digital media.