Adobe reveals the most mobile countries of 2015 in Digital Index


Today at Mobile World Congress, Adobe has released its latest Adobe Digital Index data, revealing the most mobile countries of 2015. The year saw global share of visits to websites from mobile devices at 37%, a year-on-year (YoY) growth of 18%.

According to the Digital Index, Saudi Arabia is the most mobile country, with mobile accounting for 62% of share of visits by the end of 2015. It’s the only country where mobile accounted for over 50% of its total visits. It saw significant mobile growth in the past year, with a 16 point increase in mobile share of visits.

The top five mobile countries include:

  • Saudi Arabia: 62%
  • Ireland: 49%
  • Philippines: 47%
  • Japan: 47%
  • United Kingdom: 44%

The US saw 38% of visits coming from mobile in 2015, with France and Germany 34% and 32% respectively. The least mobile countries include the Czech Republic at 22% and Brazil at 28%.

The Digital Index shows that the trend of smartphone growth corresponding to tablet decline is a global trend, as the majority of countries found a decline in tablet use in 2015. Average relative decline was 7% with India having the largest relative decline YoY in tablet share-of-visits, at 35%.

The top countries that saw the most significant growth in smartphone share of visits were Slovakia (69%), Belgium (66%), Czech Republic (65%) and China (65%).

Tamara Gaffney, principal at Adobe Digital Index commented: “There was a time when tablet browsing surpassed smartphone browsing, and that trajectory was expected to continue,” said. “Since then, browsing growth by these devices has decreased significantly, and we think this is mainly because smartphone screens are getting bigger. Now, instead of buying both a smartphone and a tablet, people are opting for ‘phablets’ and relying on just this one device—with a larger screen—for all of their browsing.

“The data from 2015 should be a wake-up call for organisations in Europe. They must accept they have to make mobile a strategic priority and they must keep up with the changes in mobile consumption habits, fueled by the emergence of ever more sophisticated devices.”

Full list of countries analysed and mobile share of visits:

Saudi Arabia 61.96%
Ireland 49.35%
Philippines 47.11%
Japan 47.04%
United Kingdom 43.92%
Sweden 43.31%
Canada 40.92%
Australia 39.77%
Italy 39.44%
Netherlands 38.51%
United States 37.72%
Spain 37.46%
China 34.75%
New Zealand 34.73%
India 34.37%
France 33.81%
Switzerland 32.98%
Germany 32.28%
Finland 31.78%
Denmark 31.60%
Belgium 31.02%
Portugal 30.16%
Austria 29.88%
Slovakia 29.40%
Brazil 28.14%
Czech Republic 22.21%