The growth of internet and potential for more of it, is concentrated in the developing world. Reports from the United Nations Broadband Commission and the Pew Research Center indicate that mobile connectivity is growing in the developing world through better wireless access and increasing adoption of smartphones. As mobile penetration rises, increasingly, the best way to digitally reach this population will be through smartphone apps.
Though cell phones currently have a high adoption rate in the developing world, smartphones are minority in the 24 countries surveyed by Pew. But broadband internet connectivity is rising and smartphone providers are multiplying, especially in countries like China and Russia. According to the UN Report some developing nations like Oman and Kazakstan ranked ahead of wealthy nations like Switzerland and Germany in mobile broadband penetration.