Mobile Internet as the "First Screen" in the Asia Pacific Region

As reported by eMarketer, Asia Pacific consumers view mobile as their first screen. Asia-Pacific is economically diverse, but universally high mobile usage unites the region. Mobile users in Asia-Pacific are increasingly looking at their phones as a first screen, whether to download media, access the internet or communicate with peers—and marketers.
eMarketer estimates over 2.1 billion people in Asia-Pacific will use a mobile phone at least monthly this year, representing over half the population of the region. By the end of 2011, Asia-Pacific will account for 56% of all mobile users in the world. Growth will be steady, with penetration reaching 72.6% by 2015 for a mobile population of nearly 2.9 billion.
eMarketer estimates just under 30% of Asia-Pacific mobile users, or 623.3 million, will log on to the web via mobile at least monthly in 2011. As shown in the accompanying illustration (click to see full size version) mobile internet penetration is expected to rise to 42.1% of mobile users in the region by 2015. And for many of these users, mobile is the first screen for internet access.