Norway is the world's most advanced nation in terms of digital media

By Ian Darby, campaignlive.co.uk, 11 February 2013, 11:40AM

Norway has emerged as the most advanced nation in the world in terms of consumer adoption of digital media, with the UK ranked tenth.

Digital media: Norway tops the poll

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In Norway, average penetration of IPTV, smartphones and tablets has reached 38.8% of people, with the UK totalling 23.1%, according to new research from ZenithOptimedia, putting it in 10th place.

Smartphone penetration in Norway is 65%, compared with a 44% average across the top 19 global markets.

Total penetration of smartphones reached 36% in 2012 across the 19 markets, with the forecast suggesting that this will double to 72% by 2015.

South Korea is the market outside Western Europe with the highest adoption of new technology, standing in ninth place with 23.1%. The US reaches 19.4%, putting it in 12^th place.

Tablet penetration average 5% across the 19 markets in 2012 but is expected to reach 13% by 2015.

IPTV is the slowest growing of the three technologies but will reach 9% of homes across the 19 markets by 2015, up from 7% last year. The Netherlands, in third place overall in 2012, is expected to gain the top position by 2015 due to swift growth of IPTV takeup, resulting in 91% of homes having the technology by 2015, according to ZenithOptimedia.

This article was first published on campaignlive.co.uk