et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
Figure 1.5: Mobile Penetration by Continent
Europe Oceania Americas Asia Africa
al Mobile Mark
120%
111.3%
Glob
100.6%
100%
88.0%
79.2%
80%
72.1%
73.6%
69.0%
59.5%
72.2%
60%
51.4% 61.7% 63.0%
45.3%
54.0% 53.0%
40%
36.9%
48.7%
37.6%
43.8%
42.7%
29.7%
33.4% 34.6% 23.1%
29.8% 18.8%
20% 26.4% 15.3%
28.4%
21.7% 11.9% 21.8%
6.6%
9.3%
15.3%
0%
1.9%
3.0% 4.4%
6.1%
9.1%
2000 2001 2002 2003 2004 2005 2006 2007
Source: ITU
Figure 1.6: PC Internet Penetration by Continent
Europe Oceania Americas Asia Africa
35%
31.7%
29.6%
30%
26.9%
25%
19.8% 20.6%
20%
18.8%
17.0%
16.2%
15.6%
14.6% 14.6%
15%
13.1%
12.2% 12.0%
10.0%
10.5%
9.7%
9.9%
10.3%
10% 8.1%
9.5%
8.8% 8.9%
6.6%
4.6%
5%
6.9%
2.5%
3.3%
3.8%
4.1% 4.2%
1.4%
0.2% 0.2%
0.6%
0.7%
1.3% 1.2% 1.3%
0%
0.2%
2000 2001 2002 2003 2004 2005 2006 2007
Source: ITU
In general, internet penetration is a lot lower than mobile with the most penetrated region,
Oceania, showing an internet penetration of 31.7% in 2007. The regional ranking for
mobile and internet penetration is similar with the exception that Oceania has the highest
penetration in terms of the internet while Europe has the highest mobile penetration.
This data aims to illustrate how digital a particular region may be and therefore the
potential for a Mobile internet market.
A further factor showing the uptake of mobile for services other than voice calls is the
proportion of global revenue that is allocated as ‘data‘ (services other than voice calls).
Services such as text (or SMS) and mobile web access are charged by operators under
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