Mobile revolution spreads eastward in 2016
From only a very slight penetration at the start of the decade, by 2019 over half of people will be using Smartphones in Poland, Russia, Turkey and the Czech Republic. These countries will be important for marketers in the coming few years, as a slowdown in China means greater focus on the 'near-East' rather than the 'far-East'.
In these areas where smartphone use currently lags behind the western world, there is still room for double-digit annual growth in penetration. This rapid growth in-turn leaves gaps open in the market just waiting to be filled by people who have developed compelling mobile responsive sites. Marketers should thus pay attention to these often overlooked markets. eCommerce folk that already have great customer journeys for those on mobiles should look at increasing language options to include these countries.