Adoption of New Media Technology: Western Europe leads the way

Western Europe is setting the pace when it comes to the adoption of new media technology, accounting for all of the Top 5 international markets in 2012, according to a new study.

The New Media Forecasts Report from ZenithOptimedia tracks the adoption of IPTV, smartphones and tablets in the top 19 digital markets in the world. In 2012, Norway ranked first, followed by France, Netherlands, Sweden and Denmark.

Norway’s first place was driven by high take-up of smartphones and tablets.

Across all the markets analysed, smartphones were the most prevalent device, but smartphone penetration varied widely between countries, ranging from 73% in Sweden to 18% in Brazil. IPTV was the slowest growing of the three technologies and also had the widest range of adoption.

Looking ahead, the report forecasts that the Netherlands will claim top spot by 2015, driven by its extremently rapid uptake of IPTV which is forecast to be in 91% of Dutch households in two years.

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