Dive Brief:

• Nearly 75% of all internet use will be mobile next year, according to media buying agency Zenith. 

• Zenith previously estimated 71% of internet consumption would be mobile in 2016.

• Experts estimate use of mobile for internet has risen from about 40% in 2012.

Dive Insight:

Zenith’s study examined the rise in mobile internet use in the context of ad revenue, but it’s worth noting for the enterprise as well. Companies that don’t adapt for mobile users and customers could get left behind.

Earlier this month, International Data Corporation predicted worldwide mobility revenues are expected to grow roughly $40 billion annually until at least 2020. Revenue is forecast to grow 2.2% from $1.5 trillion this year to more than $1.7 trillion by 2020.

As the shift to mobile continues, there are also rising concerns about security. With more employees using their personal smartphones for work, there may be little preventing mobile phone-based malware from creeping into enterprise networks. A recent study from Nokia found mobile device infections rose 96% in the first half of 2016. The malware infection rate hit a record high in April, when one out of every 120 smartphones had some sort of malware infection.