According to GSMA Intelligence, there are more than 5.1 billion mobile phone users worldwide – roughly ⅔ of the global population (as of October 2018). That’s an increase of 3.72% over last year.

The growth in mobile phone users has been impressive, but there are still 2.5 billion people without a mobile phone. So there’s still a lot of untapped opportunity: GSMA expects adoption to continue to increase at a 2.1% annual growth rate between 2018 and 2025.

And, of course, new technology like 5G connectivity is just around the corner, which could lead to an explosion of internet-connected devices. There are already 8.8 billion cellular devices connected to the internet of things (IoT), but GSMA expects there will be 25.1 billion IoT devices by 2025. IoT devices will give marketers new ways to reach consumers.


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