Indeed, Adobe’s latest global mobile report found double digit declines in both app installs (38%) and launches (28%), over the past two years.

With domestic Web traffic plateauing, marketers are also looking overseas. The massive smartphone growth in China, India and Brazil is responsible for driving over 400 million new people online, according to Adobe.

Stateside, the report also found that Google’s Accelerated Mobile Pages is being increasingly welcomed by consumers. In fact, it now accounts for 7% of all traffic for top U.S. publishers, which represents 405% growth over 2016 levels.