From Longman Business Dictionary
penetrationpen·e·tra·tion /ˌpenəˈtreɪʃən/ noun [uncountableU]MARKETING1when a product starts to be sold in a new area or to a new group of peopleour successful penetration of overseas oil markets
2how much of a particular market one company’s sales or one product’s sales cover. This can be shown as a percentage of the possible sales in that marketHome Internet penetration has reached 60%.