internet users activities

Most Popular Internet Activities

internet users activities

Here are percentages of internet users who do such activities online as sending email, playing games, downloading music, and more.

  • Daily Internet Activities

Here are the facts and trivia that people are buzzing about.

Chinese New Year

internet users activities

Kepios founder  Simon Kemp  takes us through the key headlines featured in our Digital 2022 April Global Statshot.

63 PERCENT OF ALL PEOPLE ON EARTH ARE NOW ONLINE

DataReportal ’s new Digital 2022 April Global Statshot report – published in partnership with We Are Social and Hootsuite – reveals that more than 5 billion people around the world now use the internet.

This impressive total marks another important milestone on our journey towards universal internet accessibility, and means that 63 percent of the world’s total population is now online.

There’s much more to this story than a headline user figure though, and this article offers extensive analysis to help you understand the implications of this milestone.

But there are plenty of other big stories in this quarter’s report too, including:

  • A big new milestone for social media use in China;
  • A remarkable new record for TikTok;
  • A change in momentum for social media user growth;
  • Further increases in the cost of social media ads;
  • The role of digital in the workplace and B2B marketing; and
  • A jump in cryptocurrency ownership across developing economies.

Executive summary

You’ll find a handy summary of this quarter’s top stories in the video embed below (click here if that’s not working for you), but read on below for the full report, and for my in-depth analysis of this quarter’s data.

Digging deeper

This is by far the biggest Statshot report that we’ve produced to date, and – in addition to our usual quarterly insights – you’ll also find a wealth of new data in this update.

So, just before we dig into all of the numbers, I’d like to extend a very special thank you to the data partners who’ve made this “wealth of data” possible:

  • GSMA Intelligence

You may also want to grab a coffee and a notepad and get comfortable before you dive in – at almost 300 slides and more than 10,000 words, there’s a lot (!) to digest in this update.

Full report

The SlideShare embed below contains the complete Digital 2022 April Global Statshot Report ( click here if that’s not working for you), but read on past that to understand what all these numbers mean for you.

The global state of digital in April 2022

Let’s begin with the essential headlines for the adoption and use of connected tech around the world in April 2022:

internet users activities

  • World population: there are 7.93 billion people living on Earth in April 2022, with 57 percent of those people residing in urban areas.
  • Mobile users: 5.32 billion people around the world now use a mobile phone, equating to 67 percent of the total global population. Smartphones account for roughly 4 in 5 of the mobile handsets in use today.
  • Internet users: 5.00 billion people now use the internet, with the global total increasing by almost 200 million over the past year. 63 percent of the world’s population is now online, but there are still important differences in the “quality” of internet access around the world.
  • Social media users: there are 4.65 billion social media users around the world today, which equates to 58.7 percent of the total global population. However, if we focus just on ‘eligible’ audiences aged 13 and above, data suggests that roughly three-quarters of all those people who can use social media already do.

Those numbers offer some great context to get us started, but in order to make sense of the underlying trends, we need to dig deeper into the stories behind the headlines.

internet users activities

Internet users pass the 5 billion mark

Ongoing analysis by the team at Kepios reveals that there are now more than 5 billion internet users around the globe, marking a momentous milestone on the world’s journey towards universal access.

That journey only began about 50 years ago, with the first transmission of data via an internet-like network taking place in October 1969.

Email followed in the early 1970s, but it wasn’t until Tim Berners-Lee developed the World Wide Web some 20 years later that adoption of the internet really started to gain momentum.

When the first website went live in August 1991, fewer than 4 million people around the world used the internet, but internet users grew quickly over the following decade.

internet users activities

The global user total passed 50 million shortly after the removal of commercial internet restrictions in 1995, and by the turn of the millennium, well over a quarter-of-a-billion people were already online.

The billionth internet user likely came online sometime in 2005, but it only took another 6 years for that global user figure to double to 2 billion.

Less than 5 years later, in early 2015, the global figure passed the 3 billion mark – a milestone that we covered in our Digital 2015 Global Overview Report (however, note that we’ve revised some of our historical numbers – and our reporting methodology – since publishing that report).

By early 2017, more than half of the world’s total population was using the internet.

The global user figure passed the 4 billion mark in early 2018 – a story that we explored in detail in our Digital 2018 Global Overview Report .

That means it has taken roughly four years for the global internet user total to grow from 4 billion to 5 billion.

These trends indicate that internet user growth rates have slowed in recent years, but that’s perhaps to be expected now that more than 6 in 10 people are online.

The latest data show that internet users have still increased by almost 200 million over the past 12 months though, representing year-on-year growth of slightly over 4 percent. Moreover, there’s a good chance that the ongoing COVID-19 pandemic continues to impede research into adoption of connected technologies, and the actual number of internet users may be higher than these published totals suggest.

internet users activities

Online time

The latest wave of research from our partner GWI reveals that the world’s internet users now spend an average of 6 hours and 53 minutes online each day.

That’s down slightly from the start of the year , when survey respondents reported spending an average of 6 hours and 57 minutes per day on connected activities.

However, the latest figures mean that the world’s 5 billion internet users still spend a combined total of more than 2 trillion minutes online every single day.

For context, the typical internet user now spends more than 40 percent of their waking life online.

And what’s more, with the typical user spending more than 48 hours online each week, billions of people now spend more time using connected devices than they spend at work.

internet users activities

On average, younger people tend to spend more time online than older generations do, with young women spending the greatest amount of time using the internet.

GWI’s research reveals that women aged 16 to 24 now spend an average of 8 hours per day online, meaning that many women in this demographic now spend as much time using the internet as they do sleeping.

At the other end of the spectrum, men in the Baby Boomer generation say that they spend just under 5½ hours per day online, but that still equates to roughly a third of their waking hours.

internet users activities

Billions still offline

Despite these impressive figures, however, there are still 2.9 billion who do not use the internet in April 2022, representing 37 percent of all the people on Earth.

Southern Asia is home to the largest offline population, with more than a third of the world’s “unconnected” living in the region. 

744 million people remain offline in India, equating to more than half (53 percent) of the country’s population, and more than a quarter of the world’s unconnected.

Meanwhile, 145 million people in Pakistan do not currently have internet access (63.7 percent of the population), and 114 million people remain offline in Bangladesh, equating to more than two-thirds of the country’s population (67.9 percent).

internet users activities

China still has a large unconnected population too, despite the country’s internet users now numbering well over 1 billion .

Data from CNNIC indicates that roughly 415 million people remain offline in China, equating to 28.7 percent of the country’s total population.

For context, China’s offline population accounts for just over 14 percent of the world’s unconnected in April 2022.

internet users activities

Connectivity in context

Back in 2003, William Gibson posited that, “ the future is already here; it’s just not evenly distributed .”

Almost 20 years later, such “uneven” distribution remains a fundamental problem when it comes to internet access around the world.

Kepios’s analysis indicates that 63 percent of the world’s population is now online – a figure that aligns closely with the latest estimates published by the ITU.

However, data also shows that internet penetration remains below 10 percent in three countries – North Korea, Eritrea, and Comoros – while less than a quarter of the population has access to the internet in a total of 18 countries.

15 of these 18 countries are situated in Africa, where the region-wide internet penetration rate currently sits at just 39.9 percent.

internet users activities

As we’ll explore in more detail in the next section, economics play an important role in determining how likely a country’s citizens are to access the internet, but cost isn’t the only factor we must address in order to achieve the goal of universal accessibility.

In some countries – such as North Korea – unusually low levels of internet access appear to be largely the result of political decisions to “block” public access.

Meanwhile, low levels of digital connectivity are often symptomatic of broader infrastructure challenges.

For example, rates for internet adoption only exceed rates for access to electricity in 6 countries around the world.

This finding is perhaps unsurprising given that all internet-connected technologies rely on electrical power, but this data still provides useful context when analysing current levels of internet access.

Furthermore, in 6 of the 18 countries where internet penetration remains below 25 percent, the World Bank reports that less than half of the population currently has access to basic drinking water services.

Similarly, in 16 of those 18 countries, less than half of the population has access to basic sanitation services.

Interestingly, however, internet access either matches or exceeds levels of access to basic sanitation services in 8 of these countries, and we see a similar situation in a total of 28 countries around the world.

internet users activities

Meanwhile, GSMA Intelligence reports that nearly a quarter of adults in lower- and middle-income countries are still not even aware of mobile internet and its benefits.

In other words, hundreds of millions of people across developing economies may not know that the internet exists .

Adding context to these numbers, GSMA Intelligence reports that lower awareness and adoption is more common amongst older, less educated women in poorer countries.

And this gender imbalance is apparent in other data too, such as the share of social media users by gender.

At a global level, men account for 18 percent more social media users than women. However, across Southern Asia, men account for almost 2½ times as many social media users as women.

internet users activities

This “digital gender gap” is perhaps the most troubling aspect of uneven digital distribution, because various data points demonstrate that – when they have equal access – women tend to use the internet more than men do.

As we saw earlier, the time that people spend using the internet is a clear example of this.

internet users activities

As a result, it seems clear that the digital gender divide is – quite literally – “man made.” 

It’s the result of sexism.

For context, if women had the same level of internet access as men currently do, we estimate that the global internet user total would already have reached almost 5.4 billion – equal to 68 percent of the world’s total population.

But this isn’t just about internet access; continuing to restrict women’s access to the internet exacerbates other problems too.

As the ITU has stressed ,

“ When women and girls are empowered through information and communication technologies (ICTs), societies overall benefit. With access to the Internet and skills to use digital technologies, they gain opportunities to start new businesses, sell products in new markets, and find better-paid jobs; pursue education and obtain health and financial services; exchange information; and participate more fully in public life. ”

Critically, closing the digital gender divide doesn’t require any large-scale investment in infrastructure, nor does it require any new technology.

It simply requires men to stop restricting women’s access to the internet.

The cost of internet access

The affordability of access is also a primary consideration when analysing levels of internet adoption.

The Alliance for Affordable Internet (A4AI) publishes a number of datasets that explore various aspects of internet accessibility, all of which provide valuable context into rates of internet adoption around the world.

For example, A4AI reports that there are currently 5 countries around the world where the price of the cheapest available smartphone handset is currently greater than average monthly income, and that cost-to-income ratio remains above 50 percent in a total of 20 countries.

internet users activities

The cost of mobile data is also prohibitively expensive in a number of countries.

Amongst those countries where internet adoption remains below 25 percent of the population, A4AI reports that the cheapest prepaid mobile data plan offering 1GB of mobile data still costs more than 5 percent of average monthly income.

For context, 5 percent of average monthly income in the United States would be equal to roughly USD $270.

In the most extreme case – the Central African Republic – 1GB of mobile data currently costs almost a quarter (24.59 percent) of the country’s average monthly income.

For comparison, 1GB of mobile data costs just 0.07 percent of the average monthly income in Macau and Liechtenstein, and 0.7 percent of the average monthly income in the United States.

internet users activities

In addition to publishing these individual metrics, A4AI also produces an overall “ affordability index ”, which facilitates broader comparisons across countries.

The latest updates to this index indicate that people in the Democratic Republic of the Congo face the greatest challenges to going online, although it’s worth noting that the current rankings don’t include data for every country.

So, despite the encouraging progress we’ve made towards universal accessibility, it’s clear that we’ve still got a long way to go before everyone who wants to use the internet is able to do so.

internet users activities

Meaningful connectivity

It’s also important to stress that our journey towards “universal accessibility” isn’t just about ensuring basic access to the internet.

Two recent studies have revealed important differences in how people around the world “experience” the internet.

An excellent new report from the A4AI titled “ Advancing Meaningful Connectivity ” highlights how issues such as the cost of mobile data and internet connection speed can have a dramatic impact on the extent to which internet connectivity can improve people’s lives.

The report’s authors assert that:

“ For an individual, meaningful connectivity can mean the difference between access to education, banking, and healthcare – or none of them. For a society, it can determine how realistic and how impactful digitalisation programs will be. ”

They go on to note that, by failing to make the critical distinction between “basic” and “meaningful” internet access, 

“ …we mask the true nature of the digital divide, which lies not only between the connected and the unconnected, but in the starkly varied online experience people have. ” 

As a result, we need to go beyond looking solely at the quantity of people using the internet, and place greater emphasis on the quality of access and connected experiences.

But what does “meaningful” connectivity look like?

A4AI proposes the following framework:

  • Daily internet access , which ensures that the internet can facilitate advances in work, education, and communication;
  • Appropriate connected devices – especially smartphones – which enable people to experience the full power that today’s internet has to offer;
  • A connectivity “plan” or package with sufficient data – ideally unlimited – that enables people to access the content that they want, wherever and whenever that content has the greatest relevance in their lives; and
  • Connections that are fast enough to deliver stable and satisfactory internet experiences, especially when it comes to critical services like education and remote healthcare.

Meanwhile, the comprehensive 2021 edition of GSMA Intelligence’s State of Mobile Internet Connectivity (SOMIC) report also explores these issues, alongside more systemic challenges such as literacy and infrastructure.

For example, GSMA Intelligence reports that just 6 percent of the world’s population now lives in areas without the infrastructure required for mobile internet access, but this still equates to 450 million people, or more than 15 percent of the world’s unconnected.

Furthermore, the organisation reports that various challenges remain even when the necessary infrastructure exists.

Overall, GSMA Intelligence identifies six key areas that act as primary barriers to internet adoption and meaningful use:

  • Knowledge: whether people are aware of the internet, especially in terms of mobile internet and its potential benefits;
  • Access: the availability of the necessary network infrastructure, as well as associated enablers such as access to electricity, possession of the forms of official identification required to gain network access, and the availability of relevant end-user devices (e.g. smartphones);
  • Skills: the extent to which people have the necessary levels of literacy and digital “savviness” to make meaningful use of the internet;
  • Affordability: the costs associated with buying or accessing connected devices, the cost of data plans, and other associated service fees and expenses (e.g. the cost of electricity);
  • Relevance: the extent to which people can find and consume content, services, and connected products that they can understand and that meet their needs; and
  • Safety and security: how worried people are about the potential risks and negative experiences that they may be exposed to via the internet, such as harmful content, harassment, fraud, and personal data protection.

We cover a variety of these topics in our recently published Digital 2022 country reports – all of which are available to read for free on DataReportal – so if you’re looking for data to help you assess meaningful connectivity at a local level, head over to our complete report library .

GSMA Intelligence’s excellent Mobile Connectivity Index is another great place to start.

We’ll also take a closer look at some of those key indicators below, but before that, let’s explore the reasons why the world’s 5 billion internet users go online today.

Reasons for using the internet in 2022

New research from GWI confirms that “finding information” is still the top motivation for using the internet.

More than 6 in 10 internet users (60.2 percent) between the ages of 16 and 64 cited this as one of the primary reasons why they went online in Q4 2021.

“Staying in touch with friends and family” ranked second, at 54.7 percent.

internet users activities

Finding and consuming news was the third most common reason for going online, with 52.3 percent of the world’s working-age internet users citing this as a top motivation.

And more than half of us (50.3 percent) said that we go online to find entertaining video content, placing this activity fourth in the latest global rankings.

Various other reasons bring people online though, with commercial activities such as searching for products and services also placing relatively high in GWI’s latest rankings.

It’s also worth highlighting that education, healthcare, and finance all feature in people’s top motivations for using the internet.

However, given their relative importance – as highlighted in the A4AI’s Advancing Meaningful Connectivity report – these activities merit more in-depth investigation.

Digital empowerment

As connected technologies advance and connection speeds improve, the internet is increasingly expanding beyond its initial focus on information and communication.

For example, the rise of “connected entertainment” is already clearly apparent in the widespread popularity of video games, and video and audio streaming. 

However, digital innovation in education, healthcare, and financial services will likely have the greatest impact on the next phase of the internet’s “value evolution”.

Just before we explore each of these areas in more detail though, it’s worth noting that current data limitations may impact our ability to fully determine digital’s potential role in each of these industries.

For example, age-related restrictions governing the use of social media mean that there’s considerably less data available on young people’s online activities, making it harder to assess online education.

Similarly, privacy and security considerations make it more difficult to track and report online activities relating to healthcare and financial services.

And lastly, conducting research – especially surveys – can be a costly affair, so commercial research tends to focus on wealthier nations where companies are able to pay for insights.

Fortunately though, the available data still offer valuable insights into people’s online attitudes and behaviours as they relate to education, healthcare, and financial services, and they also point to how we might expect these attitudes and behaviours to evolve in the future.

Online healthcare

More than 1 in 3 internet users aged 16 to 64 surveyed by GWI across the world’s larger economies say that “researching health issues and healthcare products” is one of the main reasons why they go online today.

However, this figure is considerably higher across countries in Latin America, with more than half of Colombia’s working-age internet users citing health-related issues as a primary motivation for using the internet.

GWI’s survey also finds that more than a quarter of working-age internet users (25.9 percent) now check health symptoms online every week , and once again, that figure tends to be higher across countries in Latin America and Africa.

internet users activities

Data also reveal that women are more likely to turn to the internet for health-related concerns than men are, especially amongst younger age groups.

This finding will have particular significance for policymakers and healthcare professionals, especially when it comes to considerations relating to the availability and accuracy of online information and advice.

internet users activities

The adoption of telehealth services has also jumped since the outbreak of the COVID-19 pandemic.

Management consultancy Bain reports that the use of telemedicine by the public more than doubled across selected countries in the Asia-Pacific region between 2019 and 2021, and the company projects that more than 7 in 10 people in APAC will use these services by 2024.

However, progress in digital healthcare appears to be much slower across countries in Africa.

Despite accounting for 17.6 percent of the world’s total population and 11.2 percent of the world’s internet users, Statista reports that Africa is currently home to just 7.6 percent of the people currently using digitally enabled services to access healthcare, treatment, and medicines.

Online financial services

GWI’s research also highlights the important role that connected devices can play in delivering financial empowerment, while simultaneously challenging stereotypes of who’s using online banking today.

For example, the company’s latest wave of research (Q4 2021) reveals that South Africa has the highest rate of adoption of online financial services amongst internet users of any nation in its 47-country survey.

More than half (52.1 percent) of South Africa’s working-age internet users say that they have interacted with a banking, investment, or insurance website or app in the past 30 days, which is significantly higher than the equivalent figures for the United States (38.4 percent) and the United Kingdom (41.1 percent).

internet users activities

For context, internet penetration in South Africa currently sits at 70 percent, compared with 92 percent in the USA, and 98 percent in the UK.

But South Africa isn’t the only “developing” economy where the level of adoption of online financial services is higher than it is in the world’s largest economy.

At 45.5 percent of working-age internet users, Brazil also sees relatively high rates of online banking adoption, as does Malaysia (44.1 percent).

Various factors may contribute to these differences, but one of the clear takeaways from this data is that – provided the necessary infrastructure is in place and relevant services are available – a country’s economic standing isn’t the only determinant of whether its citizens will embrace online financial services. 

However, perhaps surprisingly, GWI’s data does reveal that older internet users are considerably more likely to use online banking, investment, and insurance services than younger users are.

Once again, there may be various reasons for these differences, but these findings provide valuable reference and context for policymakers hoping to address issues relating to financial empowerment.

internet users activities

Cryptocurrency

Turning to more innovative financial products, it’s interesting to note that people in developing economies are considerably more likely to have embraced cryptocurrencies than their peers in more economically developed countries are.

Overall, GWI reports that 1 in 9 working-age internet users around the world now owns some form of “crypto”, but this figure jumps to almost 1 in 4 in Turkey.

internet users activities

The rapid decline in the value of Turkey’s fiat currency over recent months likely played an important role in this trend, and may help to explain why ownership of crypto in Turkey has jumped by roughly 28 percent in just the past 3 months.

However, cryptocurrencies are also increasingly popular across South-East Asia, with more than 1 in 5 working age internet users in the Philippines (22.7 percent) and Thailand (20.3 percent) saying that they now own some form of crypto.

Ownership of digital currencies is significantly skewed towards male internet users though, with GWI’s data indicating that – at a global level – men are almost 60 percent more likely to own crypto than women are.

internet users activities

Online education

With the exception of the highest-level metrics like internet adoption, most of the data we feature in our Global Digital Reports focuses on audiences aged 13 and above, especially working-age adults.

As a result, we’re currently unable to offer many insights into digital’s role in the education of younger children.

However, the data we do have indicate that “education” remains an important driver for internet use amongst adult audiences too, and there are still plenty of important takeaways from this research.

For example, GWI reports that half of all working-age adults go online to “research how to do things”, revealing that continuous learning is an important consideration for internet users everywhere.

“Learning how to do things” need not necessarily involve the acquisition of a major new skill or academic qualification though, and in many cases, it may simply involve addressing everyday challenges such as how to tie a tie, or how to fix a dripping tap (or faucet, if you prefer).

However, the huge popularity of “how-to” videos all across the internet demonstrates just how much we rely on the internet to learn the everyday skills that we need. Indeed, GWI reports that 46.4 percent of working-age internet users around the world now watch online tutorials, “how-to” videos, and educational content every week .

internet users activities

However, this figure soars to almost 70 percent in the Philippines, while figures across other developing economies are consistently higher than the figures for more economically developed nations.

GWI reports that more than half of all Gen Z internet users currently develop their knowledge and skills online each week, with young women the most likely to turn to the internet for learning.

More than a third of Baby Boomers still go online for learning each week though, which may be of particular interest to researchers and brands hoping to address challenges associated with neurodegenerative diseases like dementia.

internet users activities

Online activities

When it comes to the kinds of online properties that people visit and use, GWI reports that social activities such as chat and social networking come out top, with 95 percent of working-age internet users saying that they’ve used at least one of these properties in the past 30 days.

Search engines and web portals rank third in terms of popularity, with more than 4 in 5 respondents in GWI’s survey saying they’ve visited at least one of these sites in the past month.

Meanwhile, 57 percent of respondents say that they’ve done some form of online shopping in the past 30 days, demonstrating just how important ecommerce has become for the world’s internet users.

Once again though, this dataset demonstrates the diversity of the world’s online activities, reinforcing the idea that digital connectivity has become a “layer” that runs through almost every aspect of our daily lives.

internet users activities

The world’s top websites

This diversity is visible in the latest rankings of the world’s most visited websites too.

Our partner Semrush reports that YouTube was the most visited website in February 2022, making this one of the rare occasions when Google.com hasn’t topped the global traffic charts.

Semrush’s data indicates that YouTube’s website hosted almost 50 billion distinct user “sessions” in February, with visitors spending an average of more than 25 minutes on the site.

This suggests that people spent more than 20 billion hours on YouTube.com in February 2022 alone, which equates to more than 2.3 million years of combined human existence.

However, it’s worth noting that this only represents activity on YouTube’s website, and doesn’t include time spent using the platform’s native mobile apps.

But Semrush reports that Google.com still attracts the greatest number of unique “visitors” of any website in the world, attracting more than 5.5 billion unique visitor identities during February 2022 [ note: the same person may use multiple devices to access the same website over the course of a month, so this figure does not necessarily represent unique individuals ].

internet users activities

And despite the huge amount of time that people spend on Facebook’s native mobile app, the platform’s website still attracts significant activity too.

Meanwhile, Wikipedia.org remains one of the world’s most-visited websites, reinforcing the importance of the role that “finding information” plays in the world’s internet activities.

Shifting to ecommerce, Amazon.com saw more than 3 billion visits to its website in February, which was enough to place the world’s most-visited ecommerce site in the overall top 10.

Apple’s primary web domain also makes an entrance in top 20 websites for February 2022, with Semrush’s analytics indicating that the site attracted 2.4 billion visits over the course of the month.

New readers may be surprised to learn that Yahoo! continues to be a top force in online media, with the platform continuing to attract hundreds of millions of visitors to its web properties.

Semrush reports that Yahoo!’s primary “.com” domain ranked 13th in terms of global web traffic in February 2022, and its Japan-focused “.co.jp” domain ranked 19th.

But we’d be remiss not to acknowledge that “adult” sites also account for four of the top 20 places.

These properties attracted a combined total of 15.5 billion visits in February 2022, and accounted for more than 2.8 billion hours of online time in that one month alone – the equivalent of 322,000 years of combined human existence.

SimilarWeb has a slightly different take on the world’s top 20 websites, although many of the themes that we see in Semrush’s data are also present in SimilarWeb’s data.

However, one of the more notable differences in SimilarWeb’s rankings is the position of Twitter, which SimilarWeb ranks fourth overall.

SimilarWeb also places TikTok.com – i.e. the platform’s website – in 19th place in the global ranking for February 2022.

This finding is all the more impressive when we consider that the vast majority of TikTok activity will likely take place within the platform’s native mobile app, which isn’t included in this data.

internet users activities

Devices used to access the internet

Cell phones continue to be the world’s most-used connected devices, with GWI reporting that more than 92 percent of working-age internet users go online via mobile devices.

However, more than two-thirds (68 percent) of the world’s internet users still go online via laptop and desktop computers, although it is worth noting that this figure has fallen from 72 percent this time last year.

3 in 10 people also connect to the internet via their television, and more people now go online via televisions than go online via tablet devices.

internet users activities

But mobile phones aren’t just the most widely used devices. 

GWI’s latest research also reveals that mobile phones now account for almost 55 percent of the time we spend online, and that figure rises to almost 60 percent across Thailand, Indonesia, China, and India.

Age plays an important role in shaping device preferences though.

For example, Gen Z users are considerably less likely to go online via a computer than users in their parents’ generation are.

internet users activities

Meanwhile, the latest data from Statcounter shows that mobile phones accounted for more than 56 percent of global web traffic in March 2022, up from 54 percent this time last year.

However, mobile’s share is considerably higher in countries across Africa and Asia, with Statcounter reporting that mobiles accounted for almost 86 percent of total web traffic in Nigeria in March 2022.

internet users activities

Internet connection speeds accelerate

The latest data from our partner Ookla reveals that internet connection speeds have surged over the past 12 months.

internet users activities

The world’s mobile internet users now enjoy a median download rate of 29.9Mbps , which means that well over half of all the world’s mobile internet users should now be able to stream 4K video over their mobile data connection without any buffering or loss of image quality.

This has particular relevance when we consider the latest research from GWI, which reveals that a whopping 92 percent of working-age internet users now stream movies and TV shows via the internet.

internet users activities

Encouragingly, Ookla reports that median mobile data speeds have increased by more than 40 percent since this time last year, with median download bandwidth now 8.6Mbps higher than the equivalent rate for this time last year.

However, the median fixed internet connection still delivers data twice as quickly as the median mobile connection, with half of all internet users with fixed connections now enjoying downloads speeds in excess of 61Mbps.

Fixed download speeds have increased by more than a third over the past year too, resulting in an additional 14.5Mbps of download bandwidth compared with equivalent figures from 12 months ago.

However, echoing the findings of A4AI’s “Advancing Meaningful Connectivity” report, connection speeds vary significantly from country to country.

internet users activities

Internet connection speeds by geography

Ookla’s latest analysis reveals that networks in the United Arab Emirates currently offer the fastest median mobile data speeds in the world, at 133.4Mbps.

Mobile connections in the UAE continue to accelerate too, with the median download speed in February 2022 clocking in at 39 percent higher than the figure for February 2021.

However, the company also reports that median download speeds are still stuck below 10Mbps in eleven countries around the world.

Mobile users in Palestine currently suffer from the slowest mobile connections, with median download bandwidth in the country languishing at just 5.34Mbps in February 2022.

internet users activities

Meanwhile, Ookla’s data shows that Chile has overtaken Singapore to take top spot in the fixed connection speed rankings.

Median fixed-connection bandwidth has more than doubled in Chile over the past year, reaching close to 200Mbps in February 2022.

However, a very different picture emerges at the other end of the spectrum.

Users with fixed internet lines still struggle with median connection speeds below 10Mbps in a total of 38 countries around the world, with half of all users in Afghanistan enduring speeds of less than 1.63Mbps.

internet users activities

Interestingly, the median mobile internet connection in Afghanistan is now more than 3 times faster than the country’s median fixed connection. 

This situation isn’t unique to Afghanistan either, with Ookla’s data revealing that median mobile connection speeds now outpace median fixed connections in a total of 51 countries.

The mobile-to-fixed-speed ratio is greatest in Ethiopia, where mobile internet connections are typically 6 times faster than fixed connections.

Meanwhile, median mobile download speeds are more than double the median fixed download speeds across a total of 16 countries.

internet users activities

Content accessibility

Even when audiences have access to connected content, however, that content may not necessarily be accessible to them.

Issues such as literacy may pose fundamental barriers to content accessibility, while the ability to speak, read, and write languages other than one’s native tongue may also determine the extent to which online content is “accessible”.

Global literacy rates have improved dramatically over the past few decades, but there are still 13 countries around the world where less than half of the adult population is literate.

Alarmingly, literacy rates amongst women are often even lower, and reports suggest that less than half of the female population is literate in a total of 19 different countries [ note: you’ll find the chart below in our Digital 2022 Global Overview Report ].

internet users activities

However, literacy in a local language may still not be enough to unlock the full value of the content available on today’s internet.

Data from W3Techs suggests that more than 6 in 10 websites are written in the English language, even though English speakers only represent 17 percent of the global population.

The company’s rankings reveal that English isn’t the only language that “over indexes” when it comes to online content either, with Russian, Turkish, and Persian all appearing high up in the content rankings.

Conversely, W3Techs’ data reveals that a number of languages – notably Spanish, French, and Chinese (in its various forms) – are all under -represented in web content when compared with the number of people who speak those languages.

internet users activities

But there’s also some good news when it comes to language accessibility, with the use of online translation tools gaining momentum around the world.

Data from Google Trends reveals that “translate” was one of the top-ten most searched queries around the world in the first three months of 2022, and related queries in other languages (e.g. “traductor”) also see high levels of interest.

internet users activities

Research from GWI reinforces these findings, with the company’s global survey revealing that 3 in 10 internet users now make use of online translation tools every week .

Use of these tools is considerably higher in developing economies though, especially across Latin America.

internet users activities

Meanwhile, video formats may help to make content more accessible to people with lower levels of literacy, as well as to people with certain disabilities.

Similarly, the use of voice interfaces and image recognition tools to search for content on the internet without the need to type queries and read results may also help to make online discovery more accessible.

internet users activities

Social media growth slows

As we’ve been anticipating for some time now, social media user growth rates have slowed over the past three months compared with the quarterly growth rates we’ve been seeing since the start of the COVID-19 pandemic.

Kepios analysis reveals that global social media users have only increased by 32 million since the start of 2022, equating to quarterly growth of 0.7 percent.

internet users activities

The global total has still increased by 7.5 percent year on year though, with an additional 326 million new users over the past 12 months taking the global count to 4.65 billion by the start of April 2022.

As always, it’s worth stressing that this figure may not represent unique individuals, but it does indicate that well over 9 in 10 internet users now visit social media platforms every month.

Moreover, if we focus on “eligible” audiences aged 13 and above, the data also suggest that more than three-quarters of all the people on Earth who can use social media already do so, which may in part explain why growth rates have started to slow.

internet users activities

China’s impressive social media milestone

The latest report from the China Network Information Centre (CNNIC) reveals that more than 1 billion people in China now use social media and messenger platforms.

CNNIC’s data shows that the number of social media users in the country grew by 2.6 percent during 2021, reaching 1.007 billion by the end of the year.

CNNIC’s reports indicate that it has taken just over 8 years for the number of social media users in China to double.

The latest figures suggest that roughly 70 percent of the country’s total population now uses social media on a regular basis, but a massive 97.5 percent of the country’s internet users are already active on social platforms.

For context, China is now home to 21.6 percent of all the world’s 4.65 billion social media users.

However, data also reveal that there are 440 million people in China who do not currently use social media, so there’s still plenty of room left for growth in the country’s social media population.

internet users activities

Users’ activities vary across social platforms

One of the new additions to this quarter’s report explores people’s activities across different social media platforms.

And this new GWI dataset reveals some fascinating insights.

For example, 7 in 10 Facebook users say that they use the platform to communicate with friends and family, making this the most popular activity on Facebook.

However, just 15 percent of TikTok’s users say that they use the platform for this kind of communication.

Instead, GWI’s data clearly demonstrate that TikTok is an entertainment channel, with a massive 77 percent of the platform’s users saying that they use TikTok to look for funny and entertaining content.

Meanwhile, Instagram and Snapchat users appear to be most interested in publishing their own content.

And this specific data point highlights one of the key differences in current behaviours between Instagram and TikTok.

Almost 7 in 10 Instagram users (69.9 percent) say that they publish photos and videos to Instagram, compared with just 1 in 3 TikTok users (33.9 percent) who say that they post videos to TikTok.

Another interesting takeaway for marketers is that Pinterest users seem to be particularly interested in brand-related content, with 37.9 percent of the platform’s users saying that they use the platform to follow or research brands.

Staying up to date with news and current events is the top platform activity amongst users of both LinkedIn and Twitter.

These findings have clear value for brands looking to develop a more strategic approach to social media marketing, because they highlight the different usage contexts and user motivations across each platform.

As you might expect though, users’ activities still vary meaningfully by geography and by demographic, so be sure to check out GWI’s full dataset if you’d like to learn more about the potential implications of this data for your brand.

internet users activities

Growth in TikTok’s advertising audience accelerates

The latest numbers published in Bytedance’s advertising resources reveal that TikTok’s advertising reach grew faster in the first three months of 2022 than it did in the final three months of 2021.

Marketers can now reach 970 million users aged 18 and above with ads on TikTok, which is almost 10 percent higher than the number of users that they could reach at the start of this year.

For context, that means TikTok’s adult audience is currently growing at a rate of almost 1 million new users every day.

internet users activities

Interestingly, TikTok’s advertising tools allow marketers to target ads to users aged 13 and above, but the same tools only provide audience reach data for users aged 18 and above.

However, if we look at the demographic profile of audiences aged 18+, it seems likely that users below the age of 18 will account for a meaningful share of the platform’s overall user base, so it’s safe to assume that TikTok’s total ad reach is considerably higher than the published figures suggest.

internet users activities

Individual country data reveals that TikTok is particularly popular with audiences in the Middle East and South-East Asia.

Saudi Arabia and the UAE see the highest rates of adoption amongst adults aged 18 and above, although it’s worth noting that these figures may be somewhat skewed by differences between official census counts and actual resident populations.

Meanwhile, TikTok’s audience reach figures are now equivalent to more than two-thirds of the adult population in Thailand and Malaysia, and they’re also well over 50 percent for South-East Asia as a whole.

Bytedances’s latest ad reach figures also suggest that more than half of all US adults now use TikTok every month.

internet users activities

Consumer spend on TikTok hits new records

But it’s not just TikTok’s user numbers that are showing healthy growth.

New research published by Data.ai reveals that users spent more than USD $620 million on TikTok in the first three months of 2022, and an additional USD $220 million on the platform’s Chinese sister app, Douyin.

The combined USD $840 million total is 40 percent higher than the platforms’ in-app spend for the previous three-month period, and is the largest sum ever earned by a mobile app in a single quarter via end-consumer spend.

However, what makes these figures particularly impressive is that they only include in-app purchases of the platforms’ “coins”, which allow the platforms’ users to buy virtual gifts for creators, in an act somewhat akin to tipping.

In other words, these figures do not include conventional advertising spend or social commerce transactions, nor do they include marketing deals struck between brands and influencers.

The United States accounted for the greatest share of TikTok’s consumer revenue in Q1, with Americans spending more than USD $310 million on in-app purchases between January and March 2022.

Crucially, US consumer spend on TikTok has more than doubled in the first 3 months of 2022, with data.ai reporting quarter-on-quarter growth of 125 percent in Americans’ in-app TikTok purchases.

Meanwhile, alongside China, users in Kuwait, Germany, and Saudi Arabia also delivered meaningful contributions to global consumer spend in TikTok in Q1 2022.

Data.ai reports that consumers around the world have now spent a combined total of more than USD $3.7 billion across TikTok and Douyin since the apps first appeared in app stores back in 2014, and well over half of that figure can be attributed to in-app purchases during the past 12 months.

internet users activities

Impact of the Ukraine conflict on Meta’s audience data

Meta’s audience reach numbers show the profound impact of people fleeing Ukraine due to the country’s ongoing conflict with Russia.

At the time of reporting, Meta’s combined ad audience figure for Ukraine – which represents a combined but “deduplicated” audience across Facebook, Instagram, and Messenger – was 1.7 million users lower than the figure that the same tools reported for the country in January 2022.

This represents a drop of 7 percent compared with the start of the year, and – tellingly – women accounted for 1.4 million (80 percent) of the country’s displaced users.

Meta’s data doesn’t show any clear indication of where these people might have gone, however.

The company’s combined audience total for Poland has increased by 550,000 since January (+2.3 percent), but even if all of those new users were Ukrainian refugees, that figure would only account for about a third of the total 1.7 million displaced Ukrainian users.

Meanwhile, Meta’s audience figures in the country’s other immediate neighbours – Moldova, Romania, Hungary, Slovakia, and Belarus – only show modest increases in the tens of thousands.

This may be partly due to the way that Meta assesses people’s location based on what it considers to be their “home”, and the company may not include displaced users in another country’s total until they’ve remained there for a certain period of time.

Meanwhile, Meta has not published ad audience data for users in Russia for any of its various platforms since the outbreak of the war in Ukraine in late February.

If a marketer tries to select Russia as a location for ad targeting, the company’s tools currently display a warning that reads:

“ Your ad includes or excludes locations that are currently restricted. Please remove affected locations from your audience settings .”

It’s unclear how long this restriction might last, and it seems that Meta is the only social media company currently limiting ad targeting in this way.

However, this restriction has had a meaningful impact on Meta’s overall audience numbers.

For context, in January 2022 , Meta’s tools reported that:

  • Ads on Facebook could reach 8.6 million users in Russia
  • Ads on Instagram could reach 63.0 million users in Russia
  • Ads on Messenger could reach 2.9 million users in Russia.

None of these users now appear in Meta’s audience figures for these platforms, which has inevitably had a negative impact on each platform’s overall reach.

Despite these changes, global audience totals for Facebook and Messenger have still grown quarter on quarter, but Instagram’s reach has seen a more significant adjustment.

The latest global audience total for Instagram is 1.8 percent lower than the figure we reported in January 2022, equating to a drop in reach of 26 million users in just the past 3 months.

However, it’s unlikely that Meta has “lost” all of these users; rather, the company is simply preventing advertisers from targeting them with ads, likely due to the sanctions imposed by the US Government.

For reference, we estimate that – if it hadn’t been for these Russian restrictions – Instagram’s global ad audience would likely have grown by roughly 38 to 40 million users over the past three months, which would have equated to quarter-on-quarter growth of roughly 2.6 percent.

internet users activities

Snapchat continues its growth spurt

The latest figures published in Snap’s advertising resources reveal that Snapchat added another 32 million users to its global ad audience over the past 3 months, delivering impressive quarter-on-quarter growth of almost 6 percent.

Snap’s tools indicate that marketers can now reach more than 589 million users on Snapchat, which is 11.6 percent more than they could reach on the platform this time last year.

internet users activities

Importantly, Snapchat continues to gain momentum amongst younger users too, although the majority of the platform’s recent growth has come from users in their early 20s.

The company’s ad reach data suggests that audiences aged 13 to 17 grew by 3.7 percent over the past 3 months, compared with growth of 6.7 percent amongst users aged 18 to 24, and growth of 5.8 percent overall.

internet users activities

Facebook’s young audiences are still growing

And while we’re on the subject of younger audiences, Meta’s data offer plenty of evidence to counter recurring media reports that younger users are “abandoning” Facebook.

The company’s latest audience data reveals that marketers can now reach an additional 2.8 million teenagers on Facebook compared with January 2022, equating to quarter-on-quarter growth of 1.3 percent amongst this important demographic.

These trends may vary by country of course, but therein lies one of the most important takeaways for marketers: audience trends in one part of the world may have very little bearing on audience trends elsewhere, so do your due diligence, and check the data for your specific market(s).To help with that, be sure to check out our (free!) individual platform reports .

internet users activities

Pinterest returns to growth

After a dip in global reach at the end of last year, Pinterest’s planning tools suggest that the platform’s ad audience has already recovered its losses.

Global Pinterest ad reach stood at 235 million in April 2022, pointing to quarter-on-quarter growth of 4.1 percent.

internet users activities

Other data in this quarter’s report may also be of interest to marketers considering Pinterest ads, especially those in visual categories such as fashion.

GWI reports that roughly 3 in 10 working-age internet users around the world now use image recognition tools each month, but that figure rises to more than 50 percent in Brazil, and just below 50 percent in Mexico and Colombia.

So, with Pinterest’s “Lens” tool offering compelling options when it comes to searching with images as search queries, there may be more to Pinterest marketing opportunities than sponsored pins alone.

internet users activities

Social media CPMs are up again

Our partner Skai.io reports that the cost of 1,000 social media ad impressions (CPM) increased by 15 percent between Q1 2021 and Q1 2022.

Global CPMs averaged USD $6.75 across the first three months of this year, based on the company’s analysis of more than 1 trillion ad impressions around the world.

That CPM figure is roughly 24 percent lower than the average price marketers paid in Q4, but Q1 is typically the “cheapest” quarter of the year for ad spend, especially when compared to the ‘holiday’ quarter that precedes it.

For context, if current year-on-year growth trends were to continue through to Q4 this year, marketers should expect to pay an average of more than USD $10 for 1,000 social media ad impressions during the Q4 2022 holiday season.

On average, that would mean that each social media ad impression would cost more than 1 cent – the first time that we’d have seen global social media CPM averages break this threshold.

internet users activities

Compounding these price increases, Skai’s data also reveals that marketers should expect less bang for their advertising buck than they could have expected just a few months ago.

Despite overall social media ad spend in Q1 2022 increasing by 10 percent compared with the same period a year before, advertisers only managed to deliver 95 percent of the social media ad impressions that they delivered in Q1 2021.

Social media click-through rates (CTR) also fell sharply in the first three months of this year compared with the previous three-quarters, although Skai’s analysts caution that this may be partly due to an increased preference for video advertising.

For context, many of the marketers I’ve spoken with in recent weeks have recalibrated their social media spend to put less emphasis on “direct-response” ads, saying that performance ads have become significantly less cost-effective following the implementation of Apple’s ATT policies .

As a result, many of these marketers are now investing more heavily in video-centric “brand” advertising, which is typically less reliant on user interaction (e.g. clicking through to a website) to deliver the desired outcome.

internet users activities

Digital’s role in B2B communications

We’ve included a special section on digital’s evolving role in the workplace in this quarter’s report, using excellent data from GWI’s Work survey .

And perhaps the most important takeaway from this latest update to the company’s B2B dataset is that professionals still prefer to use a wide variety of communications channels for their work activities.

internet users activities

Despite the rise of video calling and messaging platforms, voice calls still top the ranking of devices and platforms used for work-related comms.

More than 95 percent of working professionals between the ages of 16 and 64 say they engage in phone calls at work at least occasionally, while 77 percent say that they do so every day.

Email has also shown remarkable resilience, with almost 95 percent of survey respondents confirming that email continues to be a regular part of their working life.

Reading and writing emails remain some of our most frequent activities at work too, with 76.7 percent of working professionals saying that they use email at least once per day.

And – perhaps surprisingly – younger people are actually more likely to use email for work than their older colleagues are.

Indeed, younger millennials between the ages of 25 and 34 are the biggest users of email at work. 

More than 96 percent of this cohort say that they use email at least some of the time, while nearly 4 in 5 say that they use email every day.

internet users activities

Messenger services like WhatsApp have now overtaken text messages as a preferred means of communication at work, with almost 87 percent of respondents using these platforms at least some of the time, and 7 in 10 saying that they use them every day.

Working professionals in Gen Z are the most likely to use chat apps for work, with more than 92 percent of this demographic using them at least some of the time, and almost three-quarters using them on a daily basis.

Colleagues in the Baby Boomer generation have been slower to adopt these platforms compared to younger age groups, but nonetheless, more than two-thirds of working professionals aged 55 to 64 say that they use messengers for work-related comms.

internet users activities

Perhaps unsurprisingly given the “Zoom effect”, the role of video calls has jumped significantly since the start of the COVID-19 pandemic.

GWI’s data shows that 71.7 percent of working professionals engaged in video calls towards the end of 2019, but just two years later, that figure had jumped to 86.5 percent – a relative increase of more than 20 percent.

Social media at work

Meanwhile, more than 4 in 5 working professionals now use social media for work-related communications.

Social media platforms also rank relatively highly for frequency of use, with nearly two-thirds (63.2 percent) of professionals between the ages of 16 and 64 saying that they use social media for daily work communication.

Perhaps unsurprisingly, younger generations are much more likely to use social media for professional communications.

Roughly 9 in 10 professionals in the Gen Z demographic say that they use social media for work conversations, with roughly 7 in 10 saying that they do so every day.

However, fewer than 6 in 10 Baby Boomers use social media for any kind of work communication, and fewer than 4 in 10 use social platforms for work comms on any given day.

internet users activities

The use of social media for workplace communication also varies significantly by geography.

For example, GWI’s data reveals that – at a worldwide level – roughly 1 in 3 working professionals now uses social media to communicate with external suppliers and vendors.

However, this figure rises to more than 45 percent in China, and more than 40 percent in Indonesia.

At the other end of the spectrum, fewer than 1 in 9 Canadian professionals uses social media to communicate with external partners, and these figures reach a maximum of 1 in 6 across Europe.

internet users activities

The B2B buyer journey

Events and word-of-mouth remain the primary ways in which B2B buyers discover new products and services, but GWI’s data reveals that working professionals rely on a wide variety of channels to learn about new offerings that might be relevant to their work.

The data also reveals that brand and product websites remain a critical channel for B2B marketing, with more than 4 in 10 B2B decision makers saying that they discover new brands and products through such sites.

Meanwhile, almost 38 percent of B2B decision makers say that they discover new products and services relevant to their work via social media channels.

internet users activities

Conversations with experts, colleagues, and peers remain the primary sources of information when B2B buyers are researching purchases, with roughly 9 in 10 corporate decision-makers citing these channels as influential in their work-related research.

However, 88 percent of decision-makers also cited suppliers’ websites as being influential in their evaluation of potential partners, putting this channel ahead of demos, trials, and even trade shows when it comes to B2B product research.

Roughly 8 in 10 B2B decision-makers also say that social media plays an influential role in their research, putting social media ahead of trade press outlets like online and offline magazines in terms of influence in the B2B buyer journey.

internet users activities

When it comes to researching potential suppliers on social media, B2B purchasers are most likely to turn to YouTube. 

More than two-thirds (67.9 percent) of decision-makers who use social media platforms when researching potential partners cited the video platform as part of their research journey.

Somewhat surprisingly though, these same decision-makers said they were more likely to use Facebook (61.4 percent), Instagram (53.6 percent), and WhatsApp (48.9 percent) than they were to use LinkedIn (36.9 percent) when researching potential B2B suppliers and partners.

Meanwhile, despite its reputation as being a place for entertainment and memes, TikTok has already earned a place in the B2B world too, with 13.9 percent of decision-makers who use social media as part of their purchase journey saying that they visit the platform when researching potential vendors.

It’s worth noting that channel preferences and platforms’ relative influence vary meaningfully by geography and demographic though, so be sure to dig into GWI’s full Work dataset if you’d like to know more about how these latest trends will impact your company’s success.

internet users activities

Quick stats

Just before we wrap up this quarter’s analysis, here are a few “random” stats we identified in the latest numbers: 

  • Online shoppers visiting ecommerce websites via a laptop or desktop computer are twice as likely to convert as shoppers visiting via a mobile phone. (Source: Contentsquare ’s 2022 Digital Experience Benchmark Report)
  • TikTok posts tagged with #FYP (“for you page”) have now delivered a combined total of more than 22.5 trillion views – an increase of more than 21 percent (4 trillion new views) in just the past three months . (Source: Kepios analysis of data published on TikTok.com)
  • “ Wordle ” was one of the 20 most-searched terms on Google around the world in the first quarter of 2022. (Source: Google Trends )
  • “ TikTok ” was one of the 10 most-searched queries on YouTube in the first three months of 2022. (Source: Google Trends )
  • The world’s internet users appear to be increasingly interested in the weather . Google searches for “tiempo mañana” have increased by a massive 1,850 percent (19.5x) over the past five years, while searches for “weather tomorrow” are up by 1,250 percent (13.5x) over the same period. (Source: Google Trends )

Wrapping up

Just in case you’re still hungry for numbers, you’ll find loads more stats that I haven’t been able to cover in this article in our complete Digital 2022 April Global Statshot Report, which you’ll find in the embed towards the top of this article.

And if you’re looking for more social media data, you might be interested in our individual platform reports , which we typically update a couple of weeks after we publish these Statshot reports, once the operating companies have released their quarterly earnings reports.

That’s all for this quarter’s report though – thanks for sticking with me all the way to the finish! Give me a wave on Twitter or Linkedin if you made it this far, and let me know which of this quarter’s findings stood out most for you.

I’ll be back again towards the end of July with our next Statshot report.

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2022 Internet Usage Report

We surveyed people across the country to find out how their internet usage had changed during the pandemic.

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The COVID-19 pandemic changed how people around the world approach work, school, entertainment, social interactions, and much more. Each of these changes also shifted the ways people use the internet in their daily lives. We here at HighSpeedInternet.com are deeply interested in how internet access shapes people’s lives, and we believe the best way to understand such topics is to get firsthand information from internet users themselves.

We asked 1,000 people about their online habits and how they’ve changed since last year. While some activities, like dating, mostly happen online these days, there are still plenty of things people prefer to do in person. For example, while telehealth allowed many at-risk people to still see their doctors during the height of the pandemic, most people still prefer to go to their doctor in person.

Key findings and trends

  • People spend about 8 hours online every day. The average amount of time respondents spent actively using the internet on a phone, tablet, or computer was 8 hours every day. This isn’t including more passive activities, such as streaming music or video in the background while doing other tasks.
  • Internet usage is still increasing. Compared to last year, 44.7% of respondents said their internet usage had increased. Only 10% reported that their internet usage had decreased since last year, while 42.3% said their internet usage had remained about the same.
  • People stream music in the background. The average American spends about 5 hours per day streaming music, podcasts, or other audio content. Those who regularly stream music or audio only give it their full attention 38% of the time as compared to streaming TV and movies, which people give their full attention 58% of the time.
  • 75% of Americans research purchases online. Although people said that they preferred to shop for most things in person rather than online, 75% of our respondents said they always or frequently research products online before buying them. We like researching products too .

Jump to: Shopping | Dating and education | Physical vs. Digital | Work and Social | Online Habits | Methodology

  • Dating and education
  • Physical vs. Digital
  • Work and Social
  • Online Habits

Methodology

Most people prefer to go shopping in person.

Data visualization illustrating how Americans prefer to do different activities, either online on in-person

Most Americans still prefer doing many everyday tasks in person, despite the convenience that online services offer. This is especially true of shopping. Respondents preferred to shop for all the following items in person:

  • Clothing ( 48% 22% who prefer online)
  • Home goods ( 50% 20% who prefer online)
  • Groceries ( 67% 13% who prefer online)

Although online grocery shopping services like Instacart exploded during the pandemic, a full two thirds of respondents said they prefer shopping for groceries in person. Tech is the only category where people reported preferring to buy online— 47% of respondents would rather buy their tech products online (vs. only 17% who’d rather go to a store).

Romance and learning can happen anywhere

For other activities, the margins were much closer. Finding dates online just barely edged out meeting romantic prospects in-person (14% to 13%), while going to a physical school (20%) beat out online education (16%). Many people didn’t have a preference either way. When asked about school, 12% didn’t have a preference between online or in-person classes, while 10% said that they had no preference when it came to online vs. in-person dating.

People like physical books, menus, and grocery lists

When it comes to pen and paper objects versus digital and online tools, people’s opinions split in different directions. While most people seem to prefer online calendars, scheduling tools, and alarm clocks, they still prefer physical objects for a lot of things:

  • Taking notes ( 30% 27% who prefer online)
  • Reading books and articles ( 36% 26% who prefer online)
  • Making a grocery list ( 44% 28% who prefer online)
  • Looking at a restaurant menu ( 42% 26% who prefer online)

I’ve heard plenty of people wax poetic about the sights, sounds, and smells you experience flipping through a book, but maybe we should talk more about the joys of perusing the Denny’s menu.

We want to see our friends and doctors in person, but maybe not our boss

Data visualization showing how Americans prefer to do certain activities (virtual or in-person)

It should come as no surprise that, after two years of lockdowns and social distancing, people are eager to socialize with friends in person. A 58% majority of people prefer to socialize with their friends online, compared to only 11% who prefer to socialize virtually online.

People also want to meet in person when socializing with coworkers, talking with their therapist, or going to a job interview. People especially prefer to see their primary care doctor in person, with 63% of respondents saying that they prefer in-person appointments over telehealth.

Although telehealth seems to have a long way to go before it catches on, remote work is here to stay . People might like socializing with their coworkers in person, but when it comes to actual work meetings, more people prefer to attend virtually.

Banking and bill paying top the list of activities that people would rather do over the internet than in person. Apparently the free candy isn’t enough to entice people to walk into a brick-and-mortar bank.

Is your internet fast enough to support your online life?

Download our Speed Test app to log your speed test results over time, so you can monitor your network performance.

internet users activities

Take an internet speed test to see how your connection measures up.

internet users activities

We do more online, even if we’d prefer not to

Data visualization showing the changes in how often Americans do certain activities since the start of the pandemic

Even though people would prefer to do many things in person, we all do more online these days. People reported doing nearly all the online activities we asked about more frequently since the start of the pandemic, and few reported doing them less. Here are some notable activities people say they’re doing more frequently:

  • Shopping online (47%)
  • Buying groceries online (31%)
  • Telehealth appointments (30%)
  • Streaming movies, TV, and video (48%)
  • Streaming music and audio (32%)
  • Researching before a purchase (34%)
  • Online banking (34%)
  • Video chat or video conferencing (44%)
  • Online gaming (26%)

Although people much prefer to go shopping or visit their doctor in person, a lot of people are doing these activities online more often. The only activity we asked about that people aren’t generally doing more of is using rideshare apps—64% of respondents reported no change, whereas 13% said they use it more and 13% said they use it less.

Perhaps the stat that best sums up the changes that have occurred since the start of the pandemic is that 60% of people say they still stay home more than they did before the pandemic . As long as that trend continues, we’re going to be relying more on the internet, whether we like it or not.

Do you need more speed to keep up with your online activities, or are you paying for more bandwidth than you actually use? Use our tool to find out how much internet speed you actually need .

internet users activities

HighSpeedInternet.com ran a survey of 1,000 Americans aged 18+ in September 2022, using the online survey platform PollFish. The results shown above are post-stratified. Post-stratification weighting method is a way to achieve a distribution equal with that of such known characteristics of the population. In this case, it was applied to age and gender. If you have questions about the survey, methodology or data in this report, you can email them to [email protected] .

Author - Peter Christiansen

Peter Christiansen writes about satellite internet, rural connectivity, livestreaming, and parental controls for HighSpeedInternet.com. Peter holds a PhD in communication from the University of Utah and has been working in tech for over 15 years as a computer programmer, game developer, filmmaker, and writer. His writing has been praised by outlets like Wired, Digital Humanities Now, and the New Statesman.

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Popular digital activities among internet users in the United States 2019

Share of internet users in the united states participating in select digital activities as of august 2019.

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Key Internet Statistics in 2024 (Including Mobile)

Uncover the most up-to-date statistics on social media, video streaming, search engine usage, and ecommerce trends, as we provide a comprehensive snapshot of the digital landscape in 2024..

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Lyndon Seitz - Editor-in-Chief

Date Modified: January 4, 2024

Key Internet Statistics in 2024 (Including Mobile)

In the dynamic landscape of the modern era, the significance of Internet statistics is undeniable. They provide a window into the intricate realm of digital trends and user behaviors, offering valuable insights for data-driven decision-making by businesses and policymakers alike. As the Internet continues to reshape society and the economy, its impact resonates across diverse sectors, propelling a digital transformation that transcends boundaries. 

From revolutionizing retail experiences to redefining entertainment consumption and enhancing educational paradigms, the Internet catalyzes innovation and economic growth. This transformation is epitomized by the thriving realms of e-commerce and digital services, which have redefined the scope of possibilities, fostering a new era of connectivity and opportunity.

Global Internet Usage Trends

Overall growth of internet users.

Number of Internet users worldwide

The expansion of the Internet user base has been a remarkable journey, with historical data showing a transformative shift from limited access to widespread connectivity. The latest data shows over 5.18 billion active Internet users globally , representing approximately 64.6% of the global population . Factors like increased affordability of devices, improved infrastructure, and innovative services drive this growth.

Regional Distribution of Internet Users

The digital landscape presents an intriguing tapestry of Internet usage across diverse regions and populations :

  • China leads with over 1 billion Internet users , accounting for 74.36% of its populace.
  • India follows closely with 49.15% of its people online , totaling 692 million users.
  • In the US, 93.79% of the population , equivalent to 311.3 million individuals, are active Internet users.
  • East Asia claims a significant share, hosting 24% of the world's Internet users.
  • Northern Europe boasts an impressive Internet penetration rate of 97.4% .
  • South Africans dedicate an average of 9 hours and 38 minutes daily to online activities .
  • Asia dominates Internet usage with a majority share of 57.9% of users.
  • Northern Europe stands out with the world's highest Internet penetration rate at 97.4%.
  • On the flip side, East Africa grapples with a lower Internet penetration rate of 23.1%, highlighting the need for increased accessibility and connectivity efforts.

Age and Gender Demographics of Internet Users

Internet usage patterns exhibit distinct trends across different age groups and gender identities, shedding light on generational preferences and gender-based digital behaviors.

Age groups and their online presence

In 2021, a notable trend emerged in the digital world, highlighting the influence of age on online presence. The age group spanning 25 to 34 years stood out as the largest contingent of online users worldwide , constituting a significant one-third of the digital population . Notably, those aged 18 to 24 years accounted for 18 percent of global online users, signifying active digital exploration.

In parallel, individuals aged 65 and older represented approximately 5.5 percent of the global Internet user base, showcasing a diverse spectrum of digital adoption.

Across all global regions, the age bracket between 15 and 24 demonstrated heightened digital connectivity, with 75% actively using the Internet in 2022 . This surpassed the rest of the population by 10 percentage points, underlining the pronounced role of this demographic in shaping contemporary cyberspace.

Gender-based usage patterns

As of last year, Internet engagement showcases distinct gender-based trends . Notably, 67% of males and 62% of females worldwide utilize the Internet.

Examining these patterns closely, women tend to leverage social media platforms for socializing, sharing, and community building . In contrast, men lean towards technology, gaming, and professional networking content . These patterns reflect evolving preferences within the digital sphere, aligning with broader societal changes and efforts toward inclusivity.

Mobile Internet Usage

Number of Smartphone users through the years worldwide

Rise of Mobile Devices

The ascent of mobile devices has fundamentally transformed our virtual world. Smartphone adoption has skyrocketed, with over 5.25 billion smartphone users globally , showcasing a remarkable growth trajectory that stems from the availability of budget-friendly options.

Smartphone Adoption Rates: The accessibility of affordable smartphones has played a pivotal role in this surge. Developing markets, in particular, have witnessed a surge in smartphone ownership, democratizing access to the digital realm for millions.

Tablets and Other Mobile Gadgets: In addition to smartphones, the rise of portable computing devices like tablets has further expanded mobile internet usage. Tablets offer a versatile platform for various tasks , from content consumption to productivity, catering to a broad spectrum of user needs.

Mobile Internet vs. Fixed-line Internet

The competition between mobile and fixed-line Internet has reshaped how we connect, communicate, and access information.

Accessibility and Convenience: Mobile Internet has effectively addressed the connectivity divide in remote and underserved areas, circumventing the challenges of establishing fixed-line infrastructure. Global mobile connections currently stand at approximately 10.37 billion , surpassing the world's population by 2.46 billion connections – a 24% margin of mobile connections over the global populace.

Data Usage Trends: The surge in mobile data usage is evident in the rise of streaming services, app usage, and evolving data consumption patterns. Video streaming accounts for 66% of mobile data traffic , with users spending around 100 minutes per day on mobile apps .

Streaming: Video streaming platforms like YouTube and Netflix have revolutionized entertainment consumption. Over 90% of global internet users stream videos on mobile devices, reflecting the dominance of mobile streaming.

App Usage: Mobile apps have become integral to our daily routines, with an average of 9-10 mobile apps used per day and 30 per month per user . Messaging apps, social media, and productivity tools drive this trend.

Data Consumption Patterns: Data-hungry applications and content, such as high-definition videos and multimedia-rich apps, contribute to the exponential growth of mobile data consumption. Monthly data usage per smartphone user can range from 5GB to 10GB in developed countries, reflecting the diverse ways mobile data is utilized.

Internet Connection Technologies

Types of Internet connection

Broadband Adoption

Internet speeds have undergone a remarkable transformation, progressing from the early days of dial-up connections to the era of gigabit fiber-optic networks.

DSL, Cable, Fiber-Optic, and Satellite Connections

Evolution of Internet Speeds: Dial-up connections, which once operated at a mere 56 kbps , have been outpaced by DSL with speeds reaching 100 Mbps. Cable connections offer even greater capacity, with speeds ranging from 100 Mbps to 1 Gbps. Fiber-optic networks lead the pack, with gigabit speeds becoming increasingly commonplace , propelling data transmission at an astonishing 1,000 Mbps .

Role of Infrastructure Investment: The expansion of broadband access owes much to sustained infrastructure investment. Governments, telecommunication companies, and private entities have collectively poured resources into deploying and upgrading networks, enabling wider access to high-speed Internet services, particularly in urban centers.

Rural vs. Urban Connectivity

Urban Advantages: Urban areas revel in the advantages of high-speed Internet options that cater to the demands of modern digital life. The virtual landscape in cities is characterized by not only swift access but also an array of digital services, educational opportunities, and advanced applications that enhance daily living.

Rural Challenges: In contrast, rural regions grapple with limited Internet options , often falling victim to the digital divide. The absence of robust infrastructure and geographical challenges contribute to slower connectivity speeds, affecting educational access, economic opportunities, and overall quality of life.

5G Deployment and Impact

Faster speeds and low latency.

Potential for Real-Time Applications: 5G technology ushers in faster speeds and remarkably low latency , setting the stage for transformative real-time applications. Industries such as IoT (Internet of Things) stand to benefit immensely, as the low latency enables seamless communication between interconnected devices. This is particularly critical for applications like autonomous vehicles, telemedicine, and industrial automation, where split-second decisions are essential.

Enhanced User Experience: 5G's exceptional speed and low latency translate into enhanced user experiences. High-definition streaming, online gaming without lag , and immersive virtual reality experiences become more accessible. This heightened connectivity redefines the boundaries of what users can achieve, offering previously unattainable levels of interactivity and engagement.

Potential for IoT and Smart Cities

Massive Device Connectivity: 5G's capacity for massive device connectivity paves the way for the proliferation of IoT devices. The seamless interconnectivity of sensors, wearables, and smart appliances has become a reality. This enables data-driven insights, efficient automation, and innovative services that can enhance daily living and business operations.

Smart City Initiatives: 5G plays a pivotal role in the realization of smart cities. The technology's low latency and high bandwidth empower urban planners to optimize traffic management, reduce energy consumption, and enhance public safety. The synergy between 5G and IoT facilitates the creation of sustainable, efficient, and interconnected urban ecosystems that benefit citizens and the environment alike.

Social Media and Online Communication

Most used social media platforms online. In millions

Embedded deeply in modern life, social media forms an integral part of our daily interactions , shaping communication patterns, connecting global communities, and influencing how we express ourselves in the virtual world.

Social Media Usage Statistics

Popular platforms and their user base percentage.

Facebook: Maintaining its stronghold in the social media realm, Facebook boasts a staggering 2.99 billion monthly active users as of last year . A noteworthy 2.04 billion users engage with the platform on a daily basis , signifying that 68.2% of its monthly active users are committed daily participants.

Instagram: With an impressive user base exceeding 2 billion monthly active individuals , Instagram captivates a youthful audience through its visual-centric approach. Projected growth indicates that the platform is poised to exceed 2.5 billion users by the close of last year . Notably, 47.84% of the global smartphone user population, totaling 4.18 billion, engage with Instagram every month.

Twitter: Serving as a hub for real-time updates, news sharing, and public discussions, Twitter maintains a user base of approximately 450 million monthly active individuals . Impressively, the platform has witnessed significant growth, with 237.8 million monetizable daily active users, marking a substantial increase from its 2017 figure of 115 million.

Online Communication Trends

Messaging apps, email, and video conferencing.

Shift from Traditional Email to Real-Time Messaging: Real-time messaging apps like WhatsApp, WeChat, and Messenger have redefined communication. According to the latest data, WhatsApp reported 2.7 billion users , WeChat reached 1.671 billion , and Messenger had 1.3 billion monthly users . These apps have supplanted traditional email due to their immediacy and accessibility.

Video Conferencing's Role in Remote Work and Virtual Meetings: Video conferencing platforms like Zoom and Microsoft Teams have gained prominence, particularly during the COVID-19 pandemic. Zoom's daily participants surged to 300 million , showcasing the pivotal role video conferencing plays in remote work, virtual events, and communication across geographical boundaries.

Shifts in Communication Preferences

Visual Communication: Emojis, GIFs, and Stickers: Visual elements have become integral to digital communication. Emojis, GIFs, and stickers serve as expressive tools, conveying emotions and nuances that text alone might struggle to capture. Approximately 95% of internet users have used emojis , exemplifying their universal appeal.

Evolving Language: Text-Speak, Abbreviations, and Internet Slang: The digital sphere has cultivated its language, marked by abbreviations like "LOL," "BRB," and a myriad of internet slang. This linguistic evolution reflects the informal and fast-paced nature of online conversations , fostering a shared sense of identity among internet users.

E-Commerce and Online Transactions

Trends in E-commerce, online transactions, and content consumption

Growth of Online Shopping

Amazon: Within the e-commerce domain, Amazon's influence remains formidable, anchored by its substantial user base. Current estimates project the platform's active user count to exceed 310 million on a global scale . Remarkably, nearly 80% of these users, totaling more than 230 million customers, originate from the United States . Amazon's transformative impact extends beyond online retail, extending its reach into the realm of cloud services through Amazon Web Services (AWS).

Alibaba: Alibaba, a powerhouse in China's e-commerce landscape , has a vast global influence as well. Its active users reached approximately 1.28 billion in 2021 . The company's success extends beyond traditional e-commerce, encompassing a range of digital services and technological innovations.

Digital Payments and Fintech

Mobile Wallets, Cryptocurrencies, and Digital Banking

Cashless Transactions :  The digital evolution has catalyzed a shift towards cashless transactions. Mobile wallets like PayPal, Apple Pay, and Google Pay offer convenient and secure payment methods. Cryptocurrencies, led by Bitcoin, introduce decentralized digital currencies that further disrupt traditional financial systems. Moreover, digital banking services streamline financial activities, from money transfers to investment management.

Security Concerns and Adoption Barriers

Trust and Fraud Prevention : While the benefits of digital payments are immense, security concerns remain a critical consideration. Users often hesitate due to worries about data breaches, identity theft, and fraudulent activities. Building trust through robust security measures and fraud prevention mechanisms is crucial to fostering the widespread adoption of digital payment methods.

Content Consumption and Streaming

Online video consumption.

YouTube: On the international stage, YouTube stands tall, celebrated for its eclectic content spectrum. Surpassing the 2.70 billion mark for monthly logged-in users , the platform resonates with a diverse audience, catering to tutorials, reviews, entertainment, and user-generated content enthusiasts. In the realm of YouTube Premium, last year witnessed 80 million active users globally.

A staggering 52% of internet users venture onto YouTube's domain at least once a month , underscoring its universal appeal. Daily, the platform records a remarkable influx of over 122 million visitors, engaging with its immersive offerings via both its website and dedicated apps.

Netflix: At the forefront of the streaming landscape, Netflix stands as an influential player, enthralling viewers with its original content and cultivating the pervasive binge-watching phenomenon. Renowned as a premier subscription-based streaming service , Netflix's reach extends across the globe, boasting an impressive 238.39 million paid subscribers worldwide as of last year.

Music and Podcast Streaming

Spotify: Reshaping music consumption, Spotify's user-focused attributes fuel engagement. The past year ushered in a global cohort of 517.69 million monthly active users , encompassing around 229 million premium subscribers. This surge marks a 22.7% escalation, equating to a remarkable 95.69 million increase from the preceding year . Curated playlists, personalized recommendations, and music discovery mechanisms underscore its role as a hub for auditory exploration.

Apple Podcasts: Apple Podcasts, a pioneer in the podcasting realm, has fostered a rich ecosystem for content creators and listeners alike. With millions of shows available, the platform's user base enjoys diverse content offerings. As of 2021, Apple Podcasts commands a robust following, with over 2 million shows and 28 million registered users , contributing to the ongoing podcasting revolution.

Internet of Things (IoT)

The Internet of Things (IoT) has seamlessly integrated into daily lives, connecting a multitude of devices and enabling automation, data-driven insights, and enhanced convenience across various domains.

Connected Devices and Smart Technology

Growth of iot devices.

Smart Home Gadgets, Wearables, Industrial Sensors: As per the latest findings, the IoT landscape encompasses around 15.14 billion interconnected devices in the past year , nearly doubling the global population of eight billion . Amidst this scenario, smart home elements like thermostats, lighting, and voice assistants intertwine seamlessly. Wearables, embracing fitness trackers and smartwatches, captivate widespread interest. Meanwhile, IoT sensors in the industrial sector diligently oversee equipment well-being, amplifying efficiency and curtailing downtime.

Predicted Increase in Connected Devices and Their Applications: Projections indicate that IoT device deployment will continue to surge to 30.9 billion devices by 2025 . Industries spanning healthcare, agriculture, and manufacturing are embracing IoT applications, offering enhanced efficiency, predictive insights, and data-driven decision-making.

Applications in Smart Homes, Healthcare, and Industry

Automation, Monitoring: IoT's transformative potential is evident in its applications. Smart homes leverage automation, allowing users to control devices remotely for enhanced convenience. In healthcare, IoT enables remote patient monitoring, enhancing care quality and reducing hospitalizations. Industries utilize IoT for predictive maintenance, and optimizing machinery performance.

Smart Appliances, Remote Patient Monitoring, Predictive Maintenance: Smart appliances, embedded with IoT technology, redefine daily routines. Remote patient monitoring via wearable devices fosters proactive healthcare management. Predictive maintenance employs IoT sensors to predict equipment failures , curbing downtime and boosting productivity.

Data Collection and Privacy Challenges

Ethical Considerations: As IoT proliferation continues, ethical considerations emerge. Balancing convenience with data privacy is paramount . Addressing concerns about consent, data ownership, and ethical AI applications in IoT scenarios is pivotal to responsible implementation.

Security Measures: To safeguard IoT ecosystems, security measures are imperative. Encryption, secure boot mechanisms, and over-the-air updates are integral to securing devices . Implementing best practices ensures protection against potential vulnerabilities and cyber threats that could compromise data integrity and user safety.

Future Trends and Predictions

Future trends and predictions for the internet

Integration of AI and Virtual Reality

AI-Driven Services and Automation Across Industries: The integration of AI is poised to revolutionize industries, enhancing productivity and insights. By 2030, AI is predicted to contribute over $15.7 trillion to the global economy. Automation and predictive analytics are anticipated to reshape sectors ranging from healthcare to manufacturing.

VR and AR Enhancing User Experiences and Remote Interactions: The evolution of virtual and augmented reality holds transformative potential for user engagement. By 2025, the AR and VR market is projected to reach $307.91 billion . These technologies will redefine remote collaboration, immersive training, and interactive consumer experiences.

Evolution of Online Regulations and Governance

Strengthening Data Protection Laws and International Cooperation: The digital era calls for robust data protection measures. Stricter regulations like the General Data Protection Regulation (GDPR) are anticipated to evolve, safeguarding user privacy. International collaboration is essential to address cross-border data concerns.

Challenges of Regulating Emerging Technologies and Digital Rights: Emerging technologies, including AI and biometrics, pose regulatory challenges. Balancing innovation with ethical considerations and preserving digital rights will be a complex endeavor for policymakers.

Shifting Work and Education Landscapes Due to the Internet

Remote Work and Online Learning Trends: The transformative influence of the Internet on work and education is set to persist. Projections indicate a remarkable shift, with 36.2 million Americans anticipated to engage in remote work by 2025, marking an impressive 87% surge from pre-pandemic figures . The online education sector is also poised for significant growth, with Research and Markets forecasting a market value of $350 billion by 2025 .

Impact on Office Spaces, Commuting, and Traditional Education Models: Internet-enabled remote work will influence office space designs and commuting patterns. Traditional education models will evolve, with blended learning approaches incorporating digital tools and resources to enhance student outcomes.

The Bottom Line 

The landscape of internet statistics is a testament to the rapid evolution and widespread integration of digital technology. Key trends encompass the global surge in internet users, the proliferation of mobile internet, the influence of social media, and the far-reaching potential of the Internet of Things. With billions of users online, the internet has fundamentally altered the fabric of society and the economy, driving connectivity, innovation, and new opportunities.

A reflection on the internet's impactful role reveals the intricate relationship between technology, society, and the economy. As we embrace the digital age, responsible internet usage becomes crucial, encompassing privacy concerns, data security, and ethical implications. Continuous innovation remains vital in unlocking the internet's potential for positive transformation while effectively managing its potential challenges.

In this dynamic landscape, where the internet continues to reshape our world, let us prioritize ethical considerations, strive for digital literacy, and embrace innovation to shape a future that maximizes the benefits of the digital revolution for all.

When was the internet invented?

The internet evolved in the early 1970s as a government tool in the Cold War against the Soviet Union. Scientists and researchers used it to communicate and share data regarding the various projects they were involved in. In the early 1990s, the idea of a “ World Wide Web ” evolved that would allow anyone in the world with an internet-enabled computer to “login” to what was termed the internet.

Who invented the internet?

There was no single inventor. The early versions of the internet were guided by a collective of military, academic, and government workers. The invention of the World Wide Web is credited to Tim Berners-Lee , who visualized and created the internet that we know today. His idea of a web of information that anyone could freely retrieve has changed over the years but the basics are still intact.

How many people use smartphones?

Around 300 million people in the United States own and use a smartphone . That equates to around 90% of the population. More and more we’re seeing people that go online only via their phones. worldwide, there are around 6.23 billion active cell phone subscriptions.

How many people use social media?

The appearance of Covid in early 2020 pushed an already popular social media industry to even greater heights of use. At this point, around four billion people use at least one social media network. Is this a lot? Ummm, yes. There are 4.66 billion people who use the internet. Almost 89% of them use social media also.

How many people work online?

Remote work had already been slowly increasing even before the pandemic hit. There was a spike during the early days of the pandemic, but remote work has settled back into a steady climb. Right now, about 20 million people work remotely. That number is expected to reach around 35 million by 2025.

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Web trackers: What they are and how to protect from them

Learn to manage your digital traces and escape web tracking

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It probably doesn't come as a surprise that your online activities are tracked every time you surf the net. Behind every search you do, every website you visit, every purchase you make, there is some - often invisible - data-hungry software ready to collect all your digital traces. 

That's why the use of security tools like VPN services is getting more and more widespread among casual internet users. And, hackers are not the only ones you should be aware of. We are living in a digital economy where data is more valuable than ever .

Websites' owners, ISP providers, data broker companies, advertising agencies, big tech firms and even authorities employ web trackers to spy on everything you do online. Their purpose is to draw an accurate profile of you as a user. Sometimes they do so to make your digital experience more customized and smarter, but making money is mostly the goal. However, in some instances, web tracking has a more sinister intent. 

Internet tracking is on a worrying rise, and no one is exempt from it. Take Google , for example: easily the most popular search engine around, it's thought to have its own trackers on almost 80% of the web traffic . And then, there are malicious actors that can breach these databases with harmful consequences. 

But, how do websites and third-party organizations track you down? What do they do with your data? How dangerous is web tracking, really? Read on to discover everything you need to know about web trackers and how to protect from them. 

What is web tracking? 

Web or internet tracking is the collection and sharing of information about an internet user's activities . Web trackers are inserted into the code of the website you visit with the scope to observe your activity, and then follow you around the internet.

These technologies can be owned by websites' hosts, marketing companies, advertising agencies and even governments. They sometimes keep this data for themselves, or they may sell them to third parties in exchange of other services.  

As the scope of web tracking differs, so too do the type of data collected. As a general rule though, they are likely to collect every possible piece information they can. Some examples are email addresses, login credentials, payment details, search preferences, how long users stay on websites, accurate location, the type of device used, applications downloaded, and so on. 

There are five main types of web trackers:

  • Tracking cookies : These are the most common web trackers used to collect your information. A cookie is a tiny snippet of code that gets stored on your browser once you access a website. While some cookies are essential to customize your digital profile - like billing address and payment method on ecommerce platforms, for example - others can be way more intrusive with the purpose of spying on your online activities even after leaving the website. 
  • IP address tracking : Your IP address is a unique set of numbers that determines your physical location. Many websites and organizations used these web trackers to monitor which devices are connected to their networks as well as where their visitors come from. It's worth noting that this type of tracking works only if your IP is visible. So, if you are concerned about your privacy when online, simply connecting through a secure VPN service will prevent those from snooping on you.  
  • Web beacons : Beacons are single-pixel transparent graphic images that can be attached to websites you visit and emails you open. They record your digital behavior and monitor everything you do online to draw a precise digital identification of your persona. When attached to emails, these tiny images can facilitate IP address tracking. As they are invisible to users, your data could be exposed without you even knowing.
  • Browser fingerprint : With cookies getting more regulated - in some countries websites must allow users to choose to enable them or not - new tracking techniques are rising. Every browser connected to a certain device brings with it some unique data, including device model, screen resolution, operating system, language, browsing history, and so on. That defines its own browser fingerprint, which can then be used to track down your online activities every time you open the browser.  
  • Canvas fingerprint : Once used for reproducing graphics and animations on a site, they are now employed as a tracking method too. Canvas fingerprints are a piece of code within the HTML5 coding language used for building websites, and is basically how your browser responds to graphical instructions. Through the same method used by a browser fingerprint, snoopers can learn your unique digital traces. Used together with other tracking methods, they can draw a pretty accurate profile of users. 

All these tracking methods can be used distinctly according the situation. First of all, there is a notable difference between first-party and third-party trackers. 

First-party trackers are implemented directly by the website you visit. Not all of those are a bad thing either. Some are used to remember your log-in credentials or simply manage your sessions for a smoother experience. They usually deactivate once you log out from the website. However, malicious actors may still exploit them to access your sensitive information.

Third-party trackers can be much more intrusive. As the name suggests, other parties may use them to track down your online activities. These are mainly used by advertising agencies to tailor the ads you see in every sites you access. Have you ever noticed that after searching for a new pair of shoes or your next holiday destination, you keep seeing ads related to your searches everywhere? That means that third-party trackers are noting down your preferences. 

Another substantial distinction is between session and persistent trackers . The first die out once you leave the website. The latter keep following your activities from site to site, sometimes tracking you down even years after being enabled on your browser . 

What is web tracking used for? 

As mentioned before, web trackers fulfil different purposes. Below, we've run down web trackers' most common uses. 

  • Advertising : Targeted advertising is an essential revenue stream for almost all online businesses. From news sites and consumer magazines to social media and search engine platforms, web tracking allows companies to tailor the ads you see, matching your interests. As for the nature of them, they are mostly third-party and persistent trackers as they need to follow you from site to site to be effective.
  • Analytics : Web analytics monitor how internet users interact with the website to obtain meaningful insights into their visitors. These are then used to better organize the platform to make it more appealing and easier to browse in. This type of tracker is usually among the 'essential cookies' that you cannot disable from your preferences.
  • Ecommerce : A form of analytics trackers, the top ecommerce platforms use them with the scope to sell you more products. These tools record your credentials, preferences and shopping habits to optimize the site and drive more sales.

What are the dangers of web tracking?

If monetizing your data and better-customized online platforms are the primary objectives, web tracking can be used in a more invasive and worrying way. The most scary part is that all this happen in a way that is not visible to most people .  

Tracker profiling means that your data - like IP address, personal information and browsing habits - is used by tech giants and governments to build your unique digital profile. This valuable and sensitive information can be then used in many - sometimes unethical - ways. 

The Cambridge Analytica scandal , for example, shows how this data can be employed for targeting and manipulating users for political purposes . In that instance, the British consulting firm harvested the data of up to 87 million Facebook profiles to back up the 2016 Donald Trump's presidential campaign as well as the Brexit referendum. 

Researches also found that many government and public health sites use invisible trackers to profile users. Almost 90% of EU government sites appear to use these tools. Plus, almost all popular health apps seem to harvest users' data as a common practice.

While an investigation carried out by NGO newsroom The Markup uncovered that advertising agencies were tracking users down on more than 100 websites offering services for undocumented immigrants, domestic and sexual abuse survivors, sex workers and LGBTQ people.

Is web tracking legal? 

Even though tricky at times, web tracking is absolutely legal as long as companies make sure to meet all the relevant data privacy requirements . Many countries have now specific data-protection laws to define which data can be collected, the reasons for doing so, as well as how long these information can be stored. 

Amended in 2018, the EU's General Data Protection Regulation (GDPR) requires website operators to have a visitor's consent before tracking them through cookies. In 2021, the UK retains the same data-protection law despite no longer being a member of the European Union. While, in the US, the California Consumer Privacy Act (CCPA) rules similar requirements.

The fact that many website users can customize their preferences around tracking cookies is a positive step. Although, in practice most of the people simply click on 'allow everything' without even thinking through. The same applies to the 'terms and conditions' consent. Research has found that over 90% of users never reads service policies before accepting them.  

On top of that, even though internet users can take some agency back when choosing which cookies to accept, there are some web trackers that are invisible to most of people. 

All this shows how the route to more fair and regulated web-tracking practices still needs to be improved. 

Follow these hacks to protect your privacy from web trackers: 

  • Use tracker blockers : You can download a tracker blocker tools as an extension to plug-in your browser. This works as an ad-blocker too, preventing third-party trackers from spying on you. However, they do not block web tracking directly coming from your browser provider.  
  • Switch to a private search engine : As we have seen, popular search engines like Google constantly spy on you. That's why you should opt for a more private option - like DuckDuckGo - to browse anonymously and protect your data. Some VPN providers, like Surfshark with its Surfshark One bundle, have even developed their own software. 
  • Connect through a VPN : As your IP address is one of the most common data points collected, securing your browsing through a VPN service is your best bet to escape this kind of web tracking. Some providers have developed new features meant to block ad-trackers too - these include ExpressVPN 's Threat Manager and NordVPN's Threat Protection . 
  • Change browser settings : Despite not being 100% effective, most mainstream browsers offer some basic protection against third-party cookies. Head on your browser's settings tab to enable the block. But remember: some sites may ignore this.  
  • Regularly clear your cookies : To stay on top of your digital hygiene, you should get into the habit of clearing your cookies and browsing history on a regular basis. Although, without any other countermeasures, this practice is simply a temporary hack as every time you go online these trackers will be loaded on your browser again.   
  • Read more: Discover more benefits of using a VPN

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Chiara Castro

Chiara is a multimedia journalist committed to covering stories to help promote the rights and denounce the abuses of the digital side of life—wherever cybersecurity, markets and politics tangle up.   She mainly writes news, interviews and analysis on data privacy, online censorship, digital rights, cybercrime, and security software, with a special focus on VPNs, for TechRadar Pro, TechRadar and Tom’s Guide. Got a story, tip-off or something tech-interesting to say? Reach out to [email protected]

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Rural India has more internet users than Urban, reveals IAMAI and KANTAR report 

The usage of voice-based commands across various activities is experiencing a surge in popularity among urban internet users.

digital platforms have become the primary source for accessing news and information, with 65% of internet users relying on news apps, websites, social media platforms, and other digital channels for updates

The latest report ‘Internet in India Report 2023’, jointly prepared by the Internet and Mobile Association of India (IAMAI) and KANTAR on the digital landscape in India sheds light on several noteworthy trends and patterns. Among online shoppers, a significant portion, precisely 26%, rely solely on Cash on Delivery (COD) as their preferred payment method. Meanwhile, the rest of the online shopper demographic demonstrates a diverse range of preferences towards various digital payment modes.

A substantial 71% of digital payment users predominantly reside in urban areas, with half of them belonging to the NCCS A category. Emerging trends in the digital ecosystem reveal a surge in the utilisation of music streaming services, with over 80% of overall OTT users engaging with music streaming apps within the past year. Notably, there has been an 8% growth in the user base of online music streaming services, indicating a rising preference for this form of entertainment.

internet users activities

The usage of voice-based commands across various activities is experiencing a surge in popularity among urban internet users.  In the urban universe, which comprises approximately 517 million individuals, an estimated 130 million people, constituting about 25%, are actively engaging with voice-based commands.

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Moreover, digital platforms have become the primary source for accessing news and information, with 65% of internet users relying on news apps, websites, social media platforms, and other digital channels for updates. The adoption of voice-based commands across various activities is also on the rise, facilitating tasks such as navigation, creating shopping lists, listening to news, and retrieving information through voice-enabled functions within mobile apps.

Communication and social media remain integral components of internet usage in India , with a substantial user base exceeding 621 million and 575 million, respectively. Rural India constitutes a significant portion of the user base for these services, contributing to over 50% of the total users for each category.

The report highlights a significant milestone in internet penetration, with the total number of active internet users surpassing 820 million in 2023, indicating a penetration rate of over 55% across the nation. Notably, rural areas account for more than half of the total user base, indicating the widespread adoption of digital technologies beyond urban centers.

The gender ratio among internet users has shown a notable shift, with the male-to-female ratio nearing parity at 54:46, aligning closely with the overall sex ratio of the country’s population. However, despite the remarkable growth, there has been a deceleration in growth rates, particularly in rural areas post-pandemic, although the absolute numbers continue to be substantial.

Addressing potential strategies for accelerating growth, the report suggests a focus on Indic languages, with 57% of users expressing a preference for accessing content in regional languages. States with lower internet penetration, such as Jharkhand and Bihar, are exhibiting above-average growth rates, indicating untapped potential in these regions.

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AT&T restores service after hours of outage

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Reporting by Aditya Soni and Harshita Mary Varghese in Bengaluru, David Shepardson, Raphael Satter and Kanishka Singh in Washington; Additional reporting by Nilutpal Timsina, Kanjyik Ghosh, Arsheeya Bajwa and Priyanka G; Editing by Alexander Smith and Stephen Coates

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Large-scale cellular phone outage hits AT&T customers across US

More than 70,000 affected as users of AT&T report disruptions including to emergency service calls

A cellular phone outage hit cities across the US early on Thursday. Thousands of AT&T customers reported service disruptions that rendered them unable to send texts, access the internet or make calls, even to emergency services via 911.

More than 50,000 incidents were reported at about 7am ET, according to data from the outage tracking website Downdetector.com. Outage reports spiked above 70,000 around 9am ET.

By 11am ET, reports of service failures had decreased to 60,000. Just after noon, AT&T said in a statement it had restored 75% of its network. Around 4pm ET, the company said it had “restored wireless service to all our affected customers”.

“We sincerely apologize to them,” the company’s statement reads.

An AT&T spokesperson, Jim Greer, said in an earlier statement: “Some of our customers are experiencing wireless service interruptions this morning. We are working urgently to restore service to them. We encourage the use of wifi calling until service is restored.”

AT&T, the largest cellular service provider in the US, with 240 million subscribers, has not offered a detailed explanation for the outage but said in a statement that it did not believe it was due to a cyber attack. “Based on our initial review, we believe that today’s outage was caused by the application and execution of an incorrect process used as we were expanding our network,” the company said in a statement .

Intermittent outages have hit AT&T networks in recent days, but the scale of Thursday’s outage was much larger.

Cities where most users were affected included San Francisco, Houston, Atlanta and Chicago, the website showed.

Federal law enforcement agencies in the US were investigating whether a technical malfunction or a cyberattack could have caused the outage, ABC News reported. According to a memo from the Department of Homeland Security’s digital threats division, Cisa, “the cause of the outage is unknown and there are no indications of malicious activity.”

Users of Verizon, T-Mobile, Cricket and UScellular also reported disruptions, though the outage with the services was much smaller than AT&T, according to Downdetector. Verizon and T-Mobile tweeted that the outage had not affected their own customers except when attempting to reach customers of another carrier.

T-Mobile said in a statement: “We did not experience an outage.” Verizon’s statement read: “Verizon’s network is operating normally.”

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AT&T operates a network for first responders and emergency services, FirstNet, which went out alongside the company’s general cell network, but AT&T said FirstNet was back online by 10.30 am US eastern time. A post on the social media platform X, formerly Twitter, from the San Francisco fire department said the outage was affecting people’s ability to reach emergency services by dialing 911.

“We are aware of an issue impacting AT&T wireless customers from making and receiving any phone calls (including to 911),” the fire department said, adding that it was “actively engaged and monitoring this”. Chicago’s office of emergency management and communications issued a similar statement.

Atlanta’s mayor, Andre Dickens, said that calls to and from the city’s emergency services were still functional: “Atlanta’s e-911 is able to receive inbound and make outbound calls. We have received calls from AT&T customers that their cellular phones are in SOS mode.”

Massachusetts state police said the department’s dispatch centers had been inundated with worried callers testing their phone service by dialing 911. The bureau advised against doing so.

The department said via X: “Many 911 centers in the state are getting flooded w/ calls from people trying to see if 911 works from their cell phone. Please do not do this. If you can successfully place a non-emergency call to another number via your cell service then your 911 service will also work.”

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AT&T Says Service Is Restored After Widespread Cellular Outage

White House officials said the incident was under investigation, but it did not appear to be a cyberattack. Verizon and T-Mobile said their networks were operating normally.

The AT&T logo.

By Jenny Gross and David McCabe

Jenny Gross reported from London and David McCabe reported from Washington.

AT&T said on Thursday that it had fully restored service to its wireless network after a widespread outage temporarily cut off connections for users across the United States for many hours, the cause of which was still under investigation.

The outage, which affected people in cities including Atlanta, Los Angeles and New York, was first reported around 3:30 a.m. Eastern time, according to Downdetector.com , which tracks user reports of telecommunication and internet disruptions. At its peak, the site listed around 70,000 reports of disrupted service for the wireless carrier.

Multiple government agencies said they were looking into the incident, although the Biden administration told reporters that AT&T said there was no reason to think it was a cyberattack.

AT&T did not disclose the scope of the outage, nor the reason for it. When the outage first began on Thursday morning, the company listed the cause as “maintenance activity.”

Jim Greer, an AT&T spokesman, apologized in a statement confirming service was restored and said the company was “taking steps to ensure our customers do not experience this again in the future.”

The outage underscored the importance of connectivity to daily life as individuals and businesses were cut off from communications and the ability to use mobile apps. AT&T advised consumers they could make calls over Wi-Fi and sought to respond to angry customers online. Many phones showed an “SOS” symbol on their screen, signaling they could only make emergency calls, while local governments offered alternate ways to reach 911.

Reports of outages on Downdetector began to fall midmorning, and at one point AT&T’s website showed that outages were limited to users in California , though users in other states were still reporting issues. Cricket, which is owned by AT&T, also reported that its users were experiencing wireless service interruptions and said it was working to restore service.

Reports also surfaced early Thursday that FirstNet, the network AT&T maintains for emergency services personnel, had experienced outages, but AT&T said around 10:30 a.m. that the network was fully operational.

Verizon experienced 3,000 reports of outages at one point on Thursday and T-Mobile about half that. Both companies said in statements that their networks were operating normally.

“Some customers experienced issues this morning when calling or texting with customers served by another carrier,” Verizon said. “We are continuing to monitor the situation.”

In an email, T-Mobile said that it did not experience an outage. “Downdetector is likely reflecting challenges our customers were having attempting to connect to users on other networks.”

Officials in Washington said they were working to understand the cause of the outage. A spokesman for the Federal Communications Commission said its inquiry was being handled by its Public Safety and Homeland Security Bureau, which was in touch with AT&T as well as other providers.

John Kirby, a National Security Council spokesman, said on a call with reporters on Thursday that the Biden administration was told “that AT&T has no reason to think this was a cybersecurity incident,” although he added that they would not be certain until an investigation had been completed.

Mr. Kirby said that, in addition to the F.C.C., the Department of Homeland Security and the F.B.I. were collaborating with technology companies to investigate the outage.

The F.B.I. said in a statement it was in touch with AT&T and would respond accordingly if any malicious activity was found.

Throughout the day, cities urged residents to find alternate ways of reaching emergency or municipal services, like landlines or phones connected to Wi-Fi. The City of Upper Arlington, Ohio , said the fire department might not be notified of fire alarms because of the outage. It urged that any fire alarm be followed up with a 911 call.

The San Francisco Fire Department said on social media that it was aware of an issue affecting AT&T users who were trying to call 911. “We are actively engaged and monitoring this,” the fire department said. “If you are an AT&T customer and cannot get through to 911, then please try calling from a landline.”

The Massachusetts State Police said on social media on Thursday morning that 911 call centers across the state had been flooded with calls from people checking to see if the emergency service worked from their phones. “Please do not do this,” the police said. “If you can successfully place a non-emergency call to another number via your cell service then your 911 service will also work.”

Even in less extreme circumstances, the outage complicated the many elements of life that have come to rely on a reliable connection to the internet.

Staff at the First Watch restaurant in Dania Beach, Fla., had to turn away breakfast customers for a time while the outage prevented them from processing payments.

Debra Maddow, who lives in southwest Houston, said that she first noticed something was off after 7 a.m., when she went to check traffic and Google Maps was offline. Later, she visited a Starbucks to make an urgent call through its free Wi-Fi, she said.

“I’m really frustrated that they’re not telling us anything,” Ms. Maddow said in a phone interview over Wi-Fi. She said she tried to call AT&T for an update, but after a long time on hold, the call was dropped.

Victor Mather , John Keefe , Zolan Kanno-Youngs and Adam Goldman contributed reporting.

Jenny Gross is a reporter for The Times in London covering breaking news and other topics. More about Jenny Gross

David McCabe covers tech policy. He joined The Times from Axios in 2019. More about David McCabe

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The music labels are still suing the internet companies. That's a warning for the AI industry.

  • Big AI companies like OpenAI face lawsuits from content owners such as The New York Times.
  • Cox Communications won an appeal to overturn a $1 billion verdict for failing to curb piracy.
  • The current legal battles over intellectual property and generative AI could last decades.

Insider Today

The AI boom has been accompanied by AI lawsuits filed by content owners like The New York Times against big AI companies like OpenAI . Which has led a lot of people to think about the parallels between the current moment and the Napster era , when digital disruption ran smack into the court system.

So, if you’re thinking about that kind of thing right now, here’s a story to chew on, via Reuters :

Feb 20 - Cox Communications, the cable television and internet service provider, convinced a U.S. appeals court to throw out a $1 billion jury verdict in favor of several major record labels that had accused it of failing to curb user piracy, setting the stage for a new trial on the matter. The 4th U.S. Circuit Court of Appeals in Richmond, Virginia, ruled on Tuesday that the amount of damages was not justified and that a federal district court should hold a new trial to determine the appropriate amount. A Virginia jury in 2019 found Cox, the largest unit of privately-owned Cox Enterprises, liable for its customers' violations of over 10,000 copyrights belonging to labels including Sony Music Entertainment, Warner Music Group and Universal Music Group.

The ins and outs of the case are pretty interesting: A jury has already found Cox guilty of letting people use its broadband to steal songs, and right now, the dispute is over how much Cox will have to pay the labels in compensation. 

But the crazy thing here is the timeline. This ruling came down this week — on Monday, Feb 20, 2024, and stems from a 2019 verdict about a case originally filed in 2018. 

That is: This is a present-tense case about digital piracy — something the tech and media companies spent a lot of time debating back in the 2000s and the early 2010s. That was when we had lawsuits like Metallica vs Napster , or MGM vs Grokster , or Arista vs. Lime Group . And when Congress proposed laws like PIPA and SOPA , and when music labels and Hollywood studios were trying to get broadband companies to help them stop illegal downloads .

And I thought most of that was basically settled at this point. The content companies won their suits against “file-sharing” companies like Napster and its successors, but anti-piracy laws never moved forward, and we had an equilibrium: In the US, you couldn’t legally make money running a business dedicated to avoiding copyright rules. But you also couldn’t get in trouble for simply providing internet access to people who used that access to steal things.

Turns out, things are not so settled, and the music labels are still arguing — successfully, apparently, — that broadband companies can be held liable for bad behavior enabled by their broadband.

All of which is a reminder that the current legal fights about intellectual property and generative AI could last a very, very long time.

What that means is another question: Will the overhang of liability prevent the OpenAIs of the world from moving as fast as they’d like?

Or is it a signal to move fast, break things, and not worry about a legal reckoning that could come decades from now — i.e., when entire industries will already have been reshaped?

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How u.s. adults use tiktok, around half of adult tiktok users in the u.s. have never posted a video themselves. and a minority of users produce the vast majority of content.

An image of someone using the TikTok app on their smartphone

Pew Research Center conducted this study to gain insight into TikTok users’ views of and behaviors on the site, as well as how those opinions might vary based on their posting activity. To conduct this analysis, we surveyed 2,745 U.S. adult TikTok users in August 2023. Everyone who took part in this survey is a member of the Center’s American Trends Panel (ATP) – an online survey panel that is recruited through national, random sampling of residential addresses – and indicated that they use TikTok.

869 of these respondents volunteered a valid TikTok handle (their unique username preceded by an “@” sign) for research purposes. This allowed us to analyze their actual (observed) behaviors on the platform and compare them with their responses to the survey.

Here are the questions used for the report , along with responses, and its methodology .

A new Pew Research Center study matching the survey responses and on-site behaviors of U.S. adult TikTok users finds that a minority of avid posters create the vast majority of content on the site. And most users post seldom, if at all – instead using TikTok primarily to view and consume content made by others.

These findings come at a time when one-third of U.S. adults say they use the site and a growing share get news there . Among our key findings about how the American public is using TikTok:

A small share of users are responsible for producing the majority of TikTok content. The top 25% of U.S. adults on TikTok by posting volume produce 98% of all publicly accessible videos from this group. This is in line with the Center’s previous research on Twitter users , which found a similar ratio of highly active users creating the majority of content on the platform.

The typical TikTok user posts seldom, if ever. About half of all U.S. adults on the site have never posted a video themselves. And the typical user has not added any information to the “bio” field on their account.

A chart showing that The most active 25% of U.S. adult TikTok users produce 98% of public content

The posting behaviors of younger adults do not stand out dramatically from other age groups. Users ages 18 to 34 are much more likely than their older counterparts to use TikTok in the first place. But around half of these younger users have ever posted on the site – similar to the share among users ages 35 to 49.

Users who have posted videos on TikTok are more active on the platform in general than non-posters. Posters typically follow more users, have more followers themselves, are more likely to have filled out their account bio and are somewhat more likely to find the content of their “For You” page extremely interesting.

TikTok users are more likely than not to find their “For You” page interesting. TikTok is defined by its algorithmically curated “For You” page, and users generally like the content the algorithm serves them. Some 40% of users say this content is either extremely or very interesting to them, far more than the 14% in total who say it is not too or not at all interesting.

The study began with a survey conducted in August 2023 of 2,745 U.S. adult TikTok users. It includes direct observation of the accounts and posting behavior of 869 respondents who volunteered to share their account handle for research purposes.

All these accounts – regardless of their privacy settings – contained basic account metadata. This includes their bio and display name fields, counts of followers and followed accounts, and the total number of “likes” the user had received on any videos they posted. For accounts set to public, we were also able to observe any public videos posted to the account to get a better understanding of adult TikTok users’ posting behavior.

  • Americans’ social media use in 2023
  • More Americans are getting news on TikTok
  • What the public thinks about banning TikTok

Who posts videos to TikTok

A dot plot showing that about half of TikTok users have ever posted a video

Around half (52%) of U.S. adults on TikTok have ever posted a video on the platform. 1 And although there are substantial differences in which groups of Americans use TikTok in the first place, there are only modest differences in the posting behavior of users based on their demographic characteristics. Notably, there are no significant differences in the share of users who have posted on the site based on gender, political affiliation or educational attainment.

TikTok use is especially prevalent among younger adults – 56% of all U.S. adults ages 18 to 34 say they use the platform. But 52% of users in this age group have posted a video to their account. That is identical to the average among users overall, and similar to the share of users ages 35 to 49 who have ever posted.

A minority of users produce the majority of TikTok content from U.S. adults

While about half of U.S. adult TikTok users have ever posted a video at all, an even smaller share – 40% – have posted videos that are publicly visible. As a result, a relatively small share of users produce the vast majority of content that appears on the platform. 2

The typical TikTok user does not customize their bio

A wireframe of a TikTok profile showing that the median user follows 154 accounts, but has just 36 followers

TikTok users do not tend to present a detailed profile of themselves on their accounts.

Although 70% of users have changed their account nickname from the site-provided default, an identical share have not added any information to the “bio” field on their account. The median U.S. adult user follows 154 other accounts but has just 36 accounts who follow them – and has received no likes from other users.

How posters differ from non-posters in their use of TikTok

A table showing that Users who post content to TikTok are more active in other ways as well

TikTok users who post on the platform differ from non-posters in several important ways. Those who have ever posted a video are nearly five times as likely to have customized the bio field on their profile. They are also a bit more likely to have updated their account nickname from its default.

Posters also engage with a lot more other accounts on TikTok: A typical (median) poster follows nearly four times as many other accounts as someone who doesn’t post, and they have more followers as well. While it’s true that a small share of U.S. adults on TikTok are highly prolific, not everyone who posts videos does this a lot. The median poster has put up a total of six public videos in the life of their accounts and received a total of 149 likes in return.

What TikTok users think of their ‘For You’ page

Some 85% of TikTok users say the content on their “For You” page is at least somewhat interesting, including 40% who call it either extremely or very interesting. Only 14% say it is not too or not at all interesting.

Younger users are especially interested in the content they see on the platform. Some 47% of users ages 18 to 34 say they find the videos on their “For You” page either extremely or very interesting, compared with 36% of users ages 35 to 49 and 31% of those 50 or older.

There are only modest differences on this question based on other demographic factors like gender, political affiliation or educational attainment. Similar shares of posters and non-posters find the “For You” page at least very interesting.

A bar chart showing that 4 in 10 TikTok users find their ‘For You’ page extremely or very interesting

But posters are slightly more likely to report the highest level of interest in the material that TikTok’s content algorithm suggests to them. Some 17% of these users say they find the content of their “For You” page extremely interesting, compared with 11% of non-posters.

  • On TikTok, videos can be listed either publicly or privately, but total “like” counts for the whole account are public, even if associated videos are private. Therefore, we consider an account to have posted content if there are any public videos on the account, or if the account is set to private but there are likes recorded on the account. ↩
  • Due to the privacy settings of some accounts, we could only count videos that were publicly listed on TikTok in this analysis. ↩

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Table of contents, americans’ social media use, a declining share of adults, and few teens, support a u.s. tiktok ban, teens, social media and technology 2023, more americans are getting news on tiktok, bucking the trend seen on most other social media sites, many americans get news on youtube, where news organizations and independent producers thrive side by side, most popular.

About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts .

Is AT&T down? Reports of nationwide outages may also be impacting Verizon and T-Mobile

internet users activities

Couldn’t make a phone call this morning? 

Customers with cellular service through AT&T may be impacted by massive nationwide outages, which could also be impacting Verizon and T-Mobile users, according to Downdetector, a real-time outage monitoring website. 

T-Mobile claimed there were no outages this morning, according to a statement.

Customers are seeing SOS only where service bars usually appear on their devices. Here's what that means.

AT&T wireless service restored Thursday afternoon

AT&T said they have "restored wireless service to all our affected customers," according to a 2:10 p.m. CT network update on their website . "We sincerely apologize to them. Keeping our customers connected remains our top priority, and we are taking steps to ensure our customers do not experience this again in the future."  

What time did the AT&T outage happen? 

According to Downdetector , more than 30,000 outages were reported at 3:29 a.m. ET this morning. By 6:59 a.m. ET, there were up to 71,000 outages. 

Why is my phone on SOS only? 

When a user's cell phone isn’t connected to a cellular network, they will typically alert the user by giving an indication in the phone's status bar. Those notifications usually say “No Service” or “Searching,” but your phone may also say “SOS” or “SOS only.” When your phone goes into SOS mode, it can still make emergency calls. 

AT&T outage map

AT&T allows users to sign up for text alert updates about outages, or you can check on  outages with your mobile phone or internet here .

How to check for Verizon outages

Verizon requires customers to sign into their accounts  to check outages , but you can also find troubleshooting info and check on the status of repair requests.

T-Mobile says they had no outages

Through a statement via email, T-Mobile said, "We did not experience an outage. Our network is operating normally. Down Detector is likely reflecting challenges our customers were having attempting to connect to users on other networks."

AT&T says service is restored for all users after widespread outage Thursday

AT&T says it has restored service to all customers after tens of thousands were affected by a nationwide telecommunication outage Thursday morning.

At the disruption's peak, between 8 and 9 a.m. ET, more than 70,000 AT&T customers were reporting outages, according to Downdetector , a tracking site. By 2 p.m., outage reports had dwindled to fewer than 5,000.

"We have restored wireless service to all our affected customers. We sincerely apologize to them," AT&T said in a statement. "We are taking steps to ensure our customers do not experience this again in the future.

The company did not share information on why the outage may have started, or how many customers were affected. The outage figures reported by Downdetector, largely based on submissions from users , may not be accurate.

ABC News reported that federal officials found "no indications of malicious activity," quoting from a confidential memo the network had obtained. The memo reportedly reflected an assessment by the U.S. Cybersecurity and Infrastructure Security Agency (CISA), a federal agency that monitors cyber threats.

Officials at the federal agency did not confirm or refute the television network's account.

“CISA is aware of the reports and we are working closely with AT&T to understand the cause of the outage and its impacts, and stand ready to offer any assistance needed,” said Eric Goldstein, CISA executive assistant director for cybersecurity, in a statement.

The Federal Bureau of Investigation and Department of Homeland Security are working with the tech industry to help investigate the cause of the outage, John Kirby, the White House's national security communications adviser, told reporters.

He said the Federal Communications Commission has been in touch with AT&T, which he said was the only telecommunication network that hadn’t been fully restored.

“The bottom line is, we don’t have all the answers,” Kirby said. “We're being told that AT&T has no reason to think that this was a cyber-security incident. But again, I want to be careful. We won't know until an investigation has been completed.”

Kirby said the outage had an impact on Commerce Department operations but downplayed the disruption. “I don’t think it was crippling,” he said. 

Along with the problems at AT&T, over 10,000 Cricket Wireless customers also reported outages.

USA TODAY has reached out to AT&T for more information.

What does SOS mode on iPhone mean? Symbol appears during AT&T outage Thursday

Wi-Fi calling: Can you make calls using Wi-Fi while AT&T is down? What to know amid outage

Outages impact EMS

The outages impacted essential public services , including people’s ability to call emergency responders.

The Charlotte-Mecklenburg Police Department in North Carolina said in a post on X it was aware of the outages and that “customers were briefly unable to contact 9-1-1.” In Nevada, the Lyon County emergency communications center asked locals not to call 911 with an AT&T device and, instead, “call from a different service provider.”

In Philadelphia, the emergency management agency said just after 5 a.m. that the “nationwide outage was impacting all city-issued cell phones.”

Verizon, T-Mobile say operations are normal

Verizon and T-Mobile each said services were operating normally, despite earlier reports of outages.

"Some customers experienced issues this morning when calling or texting with customers served by another carrier," a Verizon spokesperson told USA TODAY just after 8 a.m. ET. "We are continuing to monitor the situation."

"We did not experience an outage. Our network is operating normally," T-Mobile said in an emailed statement to USA TODAY. "Down Detector is likely reflecting challenges our customers were having attempting to connect to users on other networks."

Are landlines going extinct? Phone companies want to eliminate traditional landlines. What's at stake and who loses?

Affected cellphone users vent on social media, while others gloat

Affected cellphone users took to social media to vent their frustration.

"Waking up happy, then opening my phone to see 'SOS only,' wrote one X user named Halli . She didn't specify her cellphone service. Another X user posted footage of a car crash beneath the message , "me going to work without Apple or Google maps."

Some customers on rival services seized the occasion to gloat. Broadcaster Kayla Braxton posted a GIF on X, showing someone relaxing on a swing while the landscape burns behind them, beneath the message, "Me with Verizon while everyone on my timeline with AT&T is losing their freaking minds."

Analysts predict AT&T will have to make amends when the outage is over.

"We expect that AT&T will offer some type of refund to restore customer goodwill," said Dave Heger , a senior analyst at Edward Jones. "We think that this type of outage can negatively impact financial results in the quarter in which it occurs and cause short-term lost goodwill with customers.  However, it does not have a longer-term impact on the business."

AT&T stock was trading slightly lower Thursday afternoon, down about 2% on the day.  

SOS symbol affecting AT&T users on iPhone

An SOS symbol appeared on the screens of some affected iPhone users with AT&T, where cell service bars are normally shown.

An SOS symbol on your phone means there is a cellular network "available for emergency calls," Apple's support website states.

"When you make a call with SOS, your iPhone automatically calls the local emergency number and shares your location information with emergency services," according to Apple. "In some countries and regions, you might need to choose the service that you need."

After making an emergency call, your iPhone alerts any emergency contacts designated in your phone.

Apple says all iPhone models 14 or later can also use Emergency SOS via satellite to text emergency services  when no cellular and Wi-Fi coverage is available.

-- Contributing: Joey Garrison

IMAGES

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  2. The World’s Internet Activity For One Minute

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  3. Vector illustration internet and wifi. People use wifi to activities

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  5. More Simple Internet Activities

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  6. Most Popular Internet Activities

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COMMENTS

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    Internet activities of U.S. users 2021 Published by Ani Petrosyan , Dec 12, 2023 As of November 2021, it was found that the most popular online activity in the United States was text or...

  2. Most Popular Internet Activities

    Here are percentages of internet users who do such activities online as sending email, playing games, downloading music, and more. Source: Pew Internet & American Life Project tracking surveys (July 22, 2008). Daily Internet Activities Internet Statistics and Resources How Many Americans Have Done This Activity Sources +

  3. More than 5 billion people now use the internet 21 Apr 2022

    The latest report from the China Network Information Centre (CNNIC) reveals that more than 1 billion people in China now use social media and messenger platforms. CNNIC's data shows that the number of social media users in the country grew by 2.6 percent during 2021, reaching 1.007 billion by the end of the year.

  4. 2022 Internet Usage Report

    Internet usage is still increasing. Compared to last year, 44.7% of respondents said their internet usage had increased. Only 10% reported that their internet usage had decreased since last year, while 42.3% said their internet usage had remained about the same. ... Here are some notable activities people say they're doing more frequently ...

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    2. Internet adoption passes 60% of the world's population Kepios analysis reveals that more than 6 in 10 people around the world are now online, with over 4.72 billion people using the internet...

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    Teens, meanwhile, are by far the most likely to play online games: 78% play games online, the most popular activity for that age group. Teens are also the most likely group to visit a virtual world such as Second Life—8% of online teens, compared with 4% of internet users 18 and older. Activities where Gen X users or older generations dominate

  7. Top digital activities in the U.S. 2019

    Over 90 percent of internet users in the United States were e-mail users, according to an August 2019 survey about the most popular digital activities in the United States. Online search...

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    Home broadband use over time. The share of U.S. adults with high-speed broadband service at home increased rapidly between 2000 and 2010. Even since that rapid growth, increasing shares of Americans have access to broadband internet. Today, eight-in-ten U.S. adults say they subscribe to a broadband internet service at home.

  9. The Internet and Daily Life

    55% of the Internet users who buy tickets for movies, plays and sporting events do such activities online. 44% of the Internet users who say they do banking and bill paying use the Internet for those purposes.

  10. 50+ Essential Internet Statistics

    Overview of Online Activities: User Engagement and Internet Usage Trends. Understanding what users are doing online is crucial, especially with the surge in mobile internet and app usage. This section explores the landscape of online activities and engagement, setting the stage for a deeper dive into specific areas of interest.

  11. Internet

    The internet provides an almost endless list of services: it allows us to communicate and collaborate worldwide; send money internationally (including remittances ); learn and educate others; form cross-border social connections; share news; and many others.

  12. How Many US Internet Users Participate in Select Digital Activities

    Digital audio listeners are internet users of any age who listen to music or other audio content (e.g., podcasts) via live-streaming on any device or via direct download on mobile devices at least once per month. Social network users are internet users of any age who use a social network via any device at least once per month.

  13. Internet Activities

    Latest Internet Activities data and analysis from Insider Intelligence including reports, charts, and articles. Contact Sales: 1-800-405-0844. ... Average Time Spent on Netflix Among Internet Users in Select ... Chart. Digital Activities Conducted by Teens and Adults in Germany, July ... Chart. Internet User Metrics in Italy, by Category, 2022.

  14. Key Internet Statistics in 2024 (Including Mobile)

    The latest data shows over 5.18 billion active Internet users globally, representing approximately 64.6% of the global population. Factors like increased affordability of devices, improved infrastructure, and innovative services drive this growth. Regional Distribution of Internet Users

  15. Competence for internet use: Integrating knowledge, skills, and

    The activities in which internet users engage and their individual empowerment are an expression of what we call their internet competence. That is, the level of internet knowledge, internet skills, and internet attitudes. However, studying the implications of internet competence for internet use is not straightforward as measuring access to ...

  16. Web trackers: What they are and how to protect from them

    Web or internet tracking is the collection and sharing of information about an internet user's activities. Web trackers are inserted into the code of the website you visit with the scope to ...

  17. A Typology of Aging Internet Users: Exploring Digital Gradations in

    The gap in internet access between older adults and other age groups has been slowly closing over the last decade (Blank et al., 2020; Ofcom, 2021).While almost all recent growth in internet access and use in the general population has been associated with growth in users in older age groups (Blank et al., 2020), the narrowing of the digital divide is also being driven by the transition of ...

  18. Over half of 821mn internet users from rural India: Study

    The use of the internet in Indic languages is becoming prevalent across online activities - 57% of internet users prefer to access internet content in Indic languages in urban India.

  19. Rural India has more internet users than Urban, reveals IAMAI and

    The usage of voice-based commands across various activities is experiencing a surge in popularity among urban internet users Written by BrandWagon Online Updated: February 27, 2024 18:29 IST

  20. Part 4. Different Groups' use of the Internet in everyday life: Online

    Among Internet users who do given activities, major players are much more likely to say they do that activity exclusively online than other Internet users. For example, 30% of major players who get news online will get their news exclusively online compared to 25% of others. And 69% will look for maps and directions exclusively online compared ...

  21. AT&T restores service after hours of outage

    Feb 22 (Reuters) - AT&T (T.N), opens new tab said late on Thursday an outage that disrupted calls and text messages for thousands of U.S. users and prompted federal investigations was not caused ...

  22. Large-scale cellular phone outage hits AT&T customers across US

    More than 70,000 affected as users of AT&T report disruptions including to emergency service calls A cellular phone outage hit cities across the US early on Thursday. Thousands of AT&T customers ...

  23. AT&T Says Service Is Restored After Widespread Cellular Outage

    An outage by AT&T has left many users without cellular service across the country. ... the outage complicated the many elements of life that have come to rely on a reliable connection to the internet.

  24. Music Labels Still Sue Internet Providers. That's a Warning for AI

    Feb 20 - Cox Communications, the cable television and internet service provider, convinced a U.S. appeals court to throw out a $1 billion jury verdict in favor of several major record labels that ...

  25. How U.S. Adults Use TikTok

    Users ages 18 to 34 are much more likely than their older counterparts to use TikTok in the first place. But around half of these younger users have ever posted on the site - similar to the share among users ages 35 to 49. Users who have posted videos on TikTok are more active on the platform in general than non-posters.

  26. Is AT&T down? Reports of nationwide outages may also be impacting

    AT&T outage map. AT&T allows users to sign up for text alert updates about outages, or you can check on outages with your mobile phone or internet here. How to check for Verizon outages. Verizon ...

  27. Is AT&T down? Service restored for users after outage, company says

    AT&T says it has restored service to all customers after tens of thousands were affected by a nationwide telecommunication outage Thursday morning. At the disruption's peak, between 8 and 9 a.m ...