Today, around 6.65 billion people – 84 per cent of the world’s population – are connected to a staggering 15 billion mobile devices, and more than 54 per cent of internet traffic is driven by mobile phones.
That percentage is typically higher in emerging nations as people leapfrog desktop and laptop tech and use mobiles as their primary source of connectivity. As a European brand, it’s interesting for us to look at these figures, because it’s not just a market thing, it’s also an age thing. It’s how younger populations in our European markets consume their news and lifestyle content.
“Why does vertical content matter? Because this format takes up 78% more space on someone’s pho
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