Digital Around the World

A total of 5.52 billion people around the world were using the internet at the start of October 2024, equivalent to 67.5 percent of the world’s total population.

This impressive figure means that internet users are now a “supermajority”, with more than twice as many people using the internet as not.

Internet users continue to grow too, with the latest data indicating that the world’s connected population grew by 151 million users in the 12 months to October 2024.

At 2.8 percent, this year-on-year growth rate is somewhat slower than the top growth rates that we saw during the middle of the last decade, but it points to represents healthy momentum in internet adoption.

Moreover, regular delays to the processing and publishing of research into internet adoption likely mean the real growth rate may be higher than these latest figures suggest.

Increases in global internet access mean that the number of people who remain “unconnected” to the internet has fallen to 2.66 billion, with the majority of these people living in Southern and Eastern Asia, and in Africa.

However, these figures show that there’s still plenty more work to do before the world reaches the goal of “universal access”, and the quality of people’s internet access remains an important consideration too.

The vast majority of the world’s internet users – 96.2 percent – use a mobile phone to go online at least some of the time, and mobile phones now account for 56.9 percent of our online time, as well as 61.6 percent of the world’s web traffic.

However, more than 6 in 10 internet users in the world’s larger economies still use laptops and desktops for at least some of their online activities.

Social media headlines

Social media use continues to grow too, with the total number of active social media user “identities” reaching 5.22 billion in October 2024. 

That’s equal to 63.8 percent of all the people on Earth, and suggests that 94.5 percent of internet users now use social media every month.

The number of active social media user identities around the world has increased by 5.2 percent in the past 12 months.

256 million new user identities joined social media between October 2023 and October 2024, equating to growth of more than 700,000 new users every day.

That means that social media grew at an average rate of 8.1 new users every single second since this time last year.

However, more than 86 percent of “adult” audiences aged 18 and above already use at least one social media platform each month, so we should expect more modest user growth from now on.

If you want to dig deeper into social media use by platform, you’ll find all of the latest stats here.

Global mobile adoption

Continued growth in mobile use is also helping to fuel increases in digital adoption and activity.

The latest data reveal that 70.3 percent of the world’s total population now uses a mobile phone, with the number of “unique” mobile users reaching 5.75 billion in October 2024.

Meanwhile, the number of cellular connections associated with smartphones continues to increase, and – with more than 7 billion smartphones now in use – the latest figures indicate that these handsets now account for roughly 87 percent of the mobile phones in use around the world today.

Explore the global digital landscape

Want to know more about the digital media landscape around the world?

Our Digital 2024 October Global Statshot Report is packed with close to 500 slides containing all the latest need-to-know digital stats from around the world. 

You can read the full report in the embed below (see here if that’s not working for you), but click here if you’d like to dig deeper into all of the context, trends, and implications of these numbers.

Alternatively, scroll down this page to find a summary of all the key headlines.

Internet use around the world

• There are 5.52 billion internet users in the world today.

• The total number of internet users around the world grew by 151 million during the past 12 months.

• Globally, internet user numbers are growing at an annual rate of 2.8 percent, but year-on-year growth is even higher in many developing economies. Research delays also mean that growth rates for the most recent 12 to 18 months usually under-represent actual trends, so we anticipate that real adoption rates may be meaningfully higher than the latest data suggest.

• The average global internet user now spends 6 hours and 36 minutes online each day.

• Added together, the world’s internet users currently spend more than 1.5 billion years of combined human existence using connected devices and services each year.

Essential social media stats

• Kepios analysis shows that there are 5.22 billion active social media user “identities” in the world today – equivalent to 63.8 percent of the world’s total population. However, note that these user “identities” may not represent unique individuals.

• The number of social media user identities around the world grew by 256 million in the 12 months to October 2024.

• Globally, social media users are growing at a rate of 5.2 percent per year, with the average social media user visiting or using 6.8 different social platforms every month.

• GWI reports that the average global user spends 2 hours 19 minutes on social media each day.

• Added together, the world spends roughly 500 million years using social media each year.

Mobile stats from around the world

• There are 5.75 billion unique mobile phone users in the world today, according to the latest data from GSMA Intelligence.

• The total number of unique mobile users around the world grew by 119 million over the past 12 months.

• Unique mobile users are currently growing at a rate of 2.1 percent per year. Meanwhile, millions of people have also upgraded from ‘feature’ phones to smartphones over the past 12 months.

• The latest data from Ericsson show that the number of mobile connections associated with smartphones has reached 7.1 billion, accounting for roughly 87 percent of all the mobile phones in use around the world today [note that many people use more than one mobile phone].

• The number of smartphones in use is growing at an annual rate of 2.5 percent, with 177 million new smartphones coming into use over the past 12 months.

Essential ecommerce stats

• 55.2 percent of internet users aged 16+ buy something online every week, according to the latest data from GWI.

• More people now make purchases via mobile devices than via desktops and laptops, but computers are still a central part of people’s online shopping behaviours, especially across Northern America and Europe.

• The amount of money spent on online consumer goods purchases in 2023 reached US$3.15 trillion, with global ecommerce spend increasing by 9.7 percent versus 2022’s total [note that consumer goods do not include things like flights, which we detail elsewhere in the full report].

• Statista reports that the average ecommerce shopper around the world spends more than US$1,000 per year on online purchases of consumer goods.

Note: we update the numbers on this page on a regular basis, so if you’d like to link to a specific set of stats, you’d be safer linking to one of our ‘static’ reports – click here if you’d like some help finding the right one.

More global insights

You’ll find links to some of our latest reports below, but simply click here if you’d like to search our complete library of in-depth insights and trends.