66.5% of Adults Will Own Smartphones in 2018

Two thirds of adults worldwide will own smartphones next year, according to new forecasts from media measurement company Zenith.

The country whose population will own the most smartphones is the Netherlands, with a prediction of 94% of citizens owning smartphones in 2018. The U.S. and the U.K. are predicted to have nearly 70% of their respective populations owning smartphones.

While year-over-year growth in smartphone ownership has slowed recently—last year had a 14% growth rate, this year had a 10% increase, and next year has an expected to growth of 7%—smartphone ownership worldwide is still up 3.5% from last year.

In 2018, mobile devices will account for 73% of internet consumption, the highest it has ever been. This give brands an increasingly intimate and 24/7 relationship with its consumers, giving them key opportunities to engage and interact at many points throughout the day.