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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

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LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

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X / Twitter Blog | Meltwater

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YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

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Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

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Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

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What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

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Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

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We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

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As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

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The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

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Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

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In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

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Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

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In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

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Note: This blog is based on the Global Digital Report 2024 – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2024. Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.

In the modern digital era, social media has undergone a significant transformation, becoming a space where marketers have continued to understand dynamic trends to engage their customer base. Effective utilisation of social media platforms can significantly elevate a brand, promoting client interaction, audience expansion, and successful conversions. This article aims to shed light on the most recent social media statistics for Indonesia heading into 2024, seeing how online user behaviour is changing and what these changes mean for businesses and marketers.

Social media usage statistics in Indonesia

Digital marketing statistics in Indonesia

What's ahead for social media in Indonesia in 2024?

As we begin to explore Indonesia's digital landscape, we discover a lively ecosystem where digital connections form the foundation of daily interaction and commerce. Indonesia stands out in the APAC region due to its distinctive digital footprint, a prominent feature of its broad online base. Discussing the nuances of Indonesia's social media environment allows advertisers to understand better and connect with this dynamic and diverse audience.

When looking at Indonesia's general social media statistics for 2024, the numbers show that internet usage remains relatively constant. The amount of internet users has increased slightly by 0.8%, or around 1.5 million more than the previous year, bringing it to 185.3 million. Similarly, the number of cellular mobile connections has risen by 0.7%, reaching 353.3 million, with 2.5 million more connections added since last year. Because some people may have more than one mobile phone subscription for other purposes, such as work, the ratio of cellular connections to the total population is 126.8%.

These numbers demonstrate Indonesia's slow yet consistent growth in digital connectedness, which is essential to comprehending the nation's present social media and internet usage patterns.

As we can see from the data collected concerning Indonesia's internet usage statistics in 2024, there has been a slight decrease in the amount of time people spend online. Over the past year, there has been a 1% drop, or 4 minutes, in the average amount of time spent online across all devices daily. Still, over two-thirds of Indonesians have access to the internet, as over 66.5% of the country's population use it regularly.

Knowledge, interaction, and inspiration remain the main drivers of internet use among Indonesians. Firstly, 83.1% of users go online to find information, making the internet the average Indonesian's go-to place for news and statistics. As we'll see later, with WhatsApp being the country's top social media network, keeping in touch with friends and family is a priority for 70.9% of Indonesians online. This reason for using the net highlights digital communication's vital function in sustaining social relationships. New ideas or inspiration are sought after by 70.6% of Indonesian internet users, demonstrating that the internet also serves as a centre for innovation and discovery for them.

Internet usage across a range of devices in Indonesia has decreased, reflecting the slight decline in online engagement discussed earlier. Notably, tablet devices and feature phones have experienced the most significant declines, with 18.2% and 27.9% decrease, respectively. This development suggests consumers are moving towards more integrated and multipurpose devices, such as the old reliable mobile phones, as their continued go-to internet-accessing device.

Internet usage in Indonesia through mobile devices has been relatively stable, increasing by 0.6% over the previous year. This is supported by mobile internet connection speeds in the country, which have improved significantly, with download speeds going up by 42%. This indicates better network capabilities, which may contribute to the continued use of mobile phones for internet-related activities. This is coupled with a 16.4% increase in internet download speeds overall, leading to a more efficient and better user experience. In line with worldwide trends towards mobile-centric internet consumption, this supports the notion that Indonesians value the immediacy and convenience of mobile phones while accessing the web.

Statistics on social media use in Indonesia show a subtle change in how the internet is used. Compared to a year ago, Indonesians on social media - which account for 49.9% of the total population - now spend an average of 7 minutes fewer each day online. The overall trend of social media's reduced significance in brand discovery is reflected in this decrease in engagement time. More specifically, in the past year, there has been a marked decline in the number of people using social media to learn about new brands and products.

Compared to the previous year, there has been a 1.8% decline in the total use of social media platforms for brand research. Blogs and vlogs, content-driven platforms, have seen a steep decline of 28.0% and 19.5%, respectively. Indonesia's advertisers and social media influencers face a challenge as the country's audience becomes increasingly selective when discovering new companies online. Heading into 2024, Indonesian marketers must adapt to and engage with a customer base that shows less interest in using social media to learn about and connect with brands.

Three factors stand out as primary drivers of social media use in Indonesia heading into 2024. 

With 58.9% of Indonesians using social media for leisure, it's clear that this platform is mostly used as a source of entertainment. The social nature of these platforms is further supported by how 57.1% of users say they use them to keep in contact with friends and family. As we'll see, WhatsApp is the social media platform Indonesians spend the most time on, with the most monthly app sessions and being users' favorite network. Meanwhile, 48.8% of users turn to social media to see what's being talked about, establishing social media as an essential source of information for Indonesians online in addition to conventional media channels. 

As Indonesia's most used social media platform and messaging application, WhatsApp is utilised by 90.9% of the country, with Instagram second at 85.3% monthly usage. Although not as popular in Indonesia, the percentage of individuals using Facebook remains relatively high at 81.6%, while the percentage of people using TikTok is 73.5%. These social media platforms cater to Indonesian users' needs in terms of communication, information, and entertainment, three of the chief reasons discussed earlier.

One reason for WhatsApp's popularity in Indonesia is the high rate of mobile phone usage in the nation. With so many people relying on their mobile devices for everyday tasks, it's unsurprising that WhatsApp is designed to be user-friendly and optimised for mobile devices. Statistics reveal that users open WhatsApp over 1,347.8 times each month, almost four times more than the next-highest used app, TikTok, which is at 373.7 times opened monthly, further demonstrating WhatsApp's popularity. This significant distinction highlights the function of WhatsApp in Indonesians' everyday interactions through their digital lives. 

Take note that WhatsApp is much more than simply a chat app; small businesses may reach a large audience and promote their products and services via WhatsApp business, taking advantage of the messaging app's widespread adoption. Given the nation's steady usage of mobile devices, this contributes to Indonesia's social media statistics, including the number of monthly uses and the amount of time spent on the application, streamlining commercial transactions via its user base and facilitating communication through the platform.

As mentioned, Indonesians use social media for communication, content discovery, and enjoyment. Instagram, the second most used social media network in Indonesia, has many features that appeal to all three. Users can also keep in touch with loved ones, follow their favourite celebrities, and immerse in these activities in an aesthetically pleasing and engaging format—all in one convenient location.

The opportunity for marketers is shown by the platform's advertising reach, which surpasses 100.9 million individuals, further emphasizing the social media app's usage in Indonesia. Instagram is one of two Indonesian social media platforms seeing significant increases in ad reach, along with TikTok, which is demonstrating extensive and rising exposure. Supported by a 13.2% growth in ad reach from the previous year, Instagram has become an ideal platform for advertising efforts in Indonesia due to its growing popularity and capacity to attract and engage a large and active audience.

TikTok is the most popular social media app in Indonesia in terms of time spent on the platform, with users using it for an average of 38 hours and 26 minutes every month. Meanwhile, YouTube, with its high advertising audience, follows, with consumers spending 31 hours and 28 minutes monthly on it. WhatsApp and Instagram are third and fourth, at 26 hours and 13 minutes and 16 hours and 10 minutes, respectively. 

TikTok has the most significant increase in advertising reach from the previous year and is also where most Indonesians spend their time on social media. Compared to Instagram, whose ad reach has declined over the last quarter, Tiktok's ad reach has increased by 19.1% over the same period and 15.4% over the previous year overall. TikTok provides marketers with an ideal platform to reach a large and engaged viewership thanks to its entertaining mix of features and the ability for social media influencers to create videos to promote products. The swift and steady increase in its ad reach highlights TikTok's increasing impact on Indonesian consumers, demonstrating how it's become an important application to monitor moving forward.

Meanwhile, considering YouTube in particular, the platform has a noteworthy ad reach, capturing the attention of 75% of Indonesia's total internet users and a potential reach of 139 million users, both of which are the highest among all the social media networks in Indonesia as of this study. With the most considerable reach of any social media network, YouTube allows advertisers to reach a diverse range of Indonesians.

The top demographics of Indonesian social media users by age comprised of a younger audience, giving advertisers a clearer idea of where to target their efforts. Males make up 20% of the advertising reach, and females 17.7% in the 25-34 age group, making it the largest segment when it comes to social media usage. Next are those in the age bracket of 18–24, where males account for 13.1% and females for 14%. The third comprises Indonesian users aged 35–44, with males making up 11.5% and females 9.3%.

Advertisers can tap into the tastes and routines of this younger demographic by adjusting their marketing efforts to appeal to them specifically. Marketers looking to take advantage of TikTok's jump in ad reach entering 2024 should think about interacting with users through fresh, short-form video content that is authentic, entertaining, and fitting of the social media platform's tone. By utilising social influencers that cater to their specific demographic, incorporating dynamic visuals, and creating engaging content, they can attract a younger audience and cash in on current trends. 

Along with the high engagement rates on WhatsApp, it raises the possibility for marketers in Indonesia to take advantage of cross-platform strategies that reach and influence people in this age bracket more deeply. Keeping an eye on what kinds of content use social media statistics such as these and making adjustments based on that data is key. Marketers should monitor social chatter and engagement metrics to determine the most effective content formats. This allows them to make quick, real-time adjustments to their strategies based on what's being discussed, ensuring their campaigns are highly engaging and relevant to Indonesia's young and active users.

Amidst the tide of shifting digital behaviours, Indonesia's mobile landscape in 2024 has remained stable. With 353.3 million cellular connections—more than its population—and a mobile phone penetration rate of 126.8%, mobile phones are, as mentioned, a necessary aspect of many people's lives in Indonesia. 

The average Indonesian spends 6 hours and 3 minutes on their phones daily. Apps for entertainment, which include audio and video streaming media, account for 35.6% (~2 hours and 9 minutes) of smartphone time, suggesting a strong desire for multimedia content consumption. 28.7% (~1 hour and 44 minutes) of this time is occupied by social media apps, highlighting the significance of these platforms for connecting and communicating. Additionally, mobile games have a lot of influence in this space, as users are engaged for 13.7% (~49 minutes) of mobile time with gaming, which shows how popular gaming is as a leisure activity. Apps for utility and productivity come in at 11.9% (~43 minutes), indicating the use of mobile devices for a mix of work and play. 

Despite a slight drop in overall app downloads, consumer spending in Indonesia's mobile app market has increased. Mobile app and in-app purchase spending reached $757.3 million in 2024, a 20.5% increase from the previous year. This uptick among Indonesian consumers reflects a rising inclination to spend on digital goods and in-app offerings.

Given its position as Indonesia's most used social media platform in terms of time, TikTok is the app with the most prominent consumer spending. TikTok coins are a way for users to show their support for their favourite content creators by purchasing in-app purchases. This paves the way for influencer marketing, where an appropriate influencer choice can result in direct monetisation, thanks to passionate fans eager to spend money on content creators with whom they connect deeply.

Consumer spending on Vidio, an Indonesian video streaming service, is second only to that; as an entertainment app, this reflects the amount of time Indonesians spend on their smartphones for that purpose. Video streaming continues to be one of the primary forms of leisure activity, reflecting the broader trend of Indonesian social media usage.

Businesses and marketers can gain valuable insights from customers' spending habits on mobile apps. Their points highlight the value of entertaining or informative content that engages users and the possibilities for monetisation through purchases made within applications and subscriptions such as memberships.

Ecommerce has become a necessary part of Indonesians' weekly shopping routines. Investigating the data for this in Indonesia leading into 2024, we can see this based on Indonesians' weekly online shopping behaviour. In the country's ecommerce landscape, 59.3% of internet users between the ages of 16 and 64 make purchases online weekly, demonstrating the widespread reach of digital marketplaces nationwide.

Most Indonesian ecommerce shoppers are turning to online grocery shopping, with 34.4% of users doing so. This emphasizes the convenience and reliability of digital transactions for basic necessities and everyday items in today's fast-paced world. Another noteworthy market is online businesses offering a buy now, pay later service; at 38.7%, over a third of Indonesia's population shops for items they can get now with flexible payment options. 

Several factors encourage Indonesians to shop online, enabling these purchasing behaviours. At 52.3%, half of all Indonesian online shoppers find coupons and discounts appealing, which shows how effective promotional efforts drive sales. The significance of reputation and consumer satisfaction is made clear by the fact that 48.2% of users are influenced by the experiences of others, highlighting the role that consumer reviews play in online shopping activities. The importance of ease and conserving money in Indonesian ecommerce is further demonstrated by how 47.4% of Indonesians are motivated by the offer of free delivery, which saves both time and budget. In Indonesia's digital marketplace, offering free delivery, quality control on items for good public sentiment, and attractive savings are major strategies businesses have employed to increase online customer engagement and sales.

Spending on digital media in Indonesia has been rising across every category reported, suggesting that demand for digital products and services is booming. Expenditure on digital media increased by 11.7% year-over-year, reaching $2.38 billion. Purchasing in the video games sector alone rose by 9.8%, at $1.12 billion. Also experiencing a significant uptick are video-on-demand services like the mentioned Vidio, with spending reaching $670 million, a 17.5% bump from the previous year. Digital music was close behind, with a 14.3% increase reaching $320 million, and the ePublishing sector followed with an 8.0% growth hitting $270 million.

By far, the most popular form of digital content spent on by Indonesians is movie or TV streaming services, which are enjoyed by 30.8% of internet users every month. Music streaming services are another popular option, with 24.6% of users. Of these online users, 22.0% make purchases through mobile games, which has been a major factor in the increase in digital shopping. These numbers show that Indonesians are spending more and more on digital media, especially with Indonesians' love for using their devices to fill their leisure time.

Tip: Take a look at the top Indonesian YouTube influencers and the top beauty influencers in Indonesia to partner with.

Brands face an increasingly challenging environment when attracting consumers via digital marketing initiatives, according to the current Digital Marketing Statistics Indonesia. 

Researching companies online before making a purchase has decreased by 3.4%, indicating an overall loss in engagement. Meanwhile, only 45.0% of users had been to a brand's website in the last 30 days, a decline of 6.2% from the previous year. Banner ad click-through rates dropped 2.4% yearly to 14.1%, while sponsored social media post engagement fell 5.7% to 21.7%. The percentage of people who have downloaded or used branded mobile applications in the last 30 days has dropped to 16.8%, showing a sharp decline of 15.2%, with brands needing to spend more on a better UI and UX experience to capture the audience's attention. 

Nevertheless, despite these challenges, Indonesians use various internet platforms to learn about and explore products. The impact of social and celebrity on social media is significant, as 63% of Indonesians still rely on these sites to learn about new brands. 55.3% of users seek more information on goods and services they already know, as search engines rank as the second most used medium. As mentioned, customer reviews are relied on in the country, with 51.6% relying on consumer testimonials as their primary source of product feedback. 

Genuine evaluations are essential for customers who need help making a purchase decision. Nowadays, when companies make many advertising claims and reviews that can be paid for, consumers rely on genuine assessments from neutral sources. Because of the community-focused and influencer-led dynamics typical in Indonesian online platforms, marketers in this context need to develop authentic, engaging approaches to leverage consumer engagement. 

Despite declining user engagement with digital marketing campaigns, advertising expenditure is increasing for Indonesian firms heading into 2024. At $6.66 billion, overall ad expenditure is up 5.2% from the previous year. Additionally, digital ad spending hit $3.06 billion, an increase of 10.1%, reflecting a market rapidly adjusting to the digital transition.

Spending on influencer ads has increased by 18.8%, making it one of the most rapidly expanding segments of the digital advertising market. Indonesian customers' inclination to depend on trustworthy and familiar voices when purchasing online is well matched by the increase of $190 million in influencer ad expenditure. By combining the appeal of social interaction with online assessments, influencers influence consumers' purchase choices via their reviews and suggestions.

Digital audio ads have increased by 21.2%, showing that audio podcasts and streaming services are becoming more popular for Indonesians to hear advertisements. Recognising the vital significance of search engines in product discovery among Indonesians, firms have invested $1 billion, leading to a 9.9% increase in online search advertisements. But, as we see in these digital marketing statistics, even with this methodical distribution of advertising funds, Indonesian online engagement has still seen a decrease; this demonstrates that it takes more than just an in-depth comprehension of the ever-changing ways in which Indonesians interact with companies to understand how consumers' habits are altering.

The future of Indonesian social media in 2024 can be examined using these social media statistics that may help brands and marketers navigate this exciting digital age. Despite declining engagement with digital marketing campaigns, total investment in digital ad expenditure is increasing, indicating a promising but challenging new boundary for brand connection.

Now is the time for marketers to reevaluate their strategies to take advantage of Indonesian consumers' social media and spending habits. With Indonesian social media users continuing to use their mobile phones to access the internet and spending more money on applications and in-app purchases, digital strategies have a clear path to follow. There is a favourable environment for influencer marketing because Indonesians are on social media in the first place, with these people being reliable and familiar voices that affect customer ideas and behaviours.

Companies now need to go beyond conventional measurements and focus on developing ads and marketing initiatives that speak to the individual tastes of the Indonesian audience. This means not only accepting the unique features of each platform, such as TikTok's focus on artistic freedom and WhatsApp's wide use case for Indonesian social media but also making sure that the brand story has something new and fresh to offer consumers.

The personal touch is undeniably important as we employ data from user behaviour and spending patterns. Authentic reviews, recognisable suggestions, and relatable content are the keys to winning Indonesian customers' hearts. The future of social media marketing in Indonesia lies in adapting to its unique population's ever-changing digital habits.

Monitoring what works and what doesn’t with your audiences can help you decide what social media strategies to take when tackling Indonesia’s social media landscape. Consistently interacting with customers across multiple platforms is an excellent approach for companies to keep expanding their reach and fostering loyalty among their clientele.

To reach today's tech-savvy web users, you'll need a solid social media strategy that pinpoints and engages that target with the right message at the right moment. If you want to know how your products or services are being received by the market and how to best position them, you must invest in sophisticated social analytics and listening. 

Our different Meltwater solutions can help you and your brand do exactly that! Just fill out the following form to get a free 15-minute tour of our platform.

Social Media Statistics for Indonesia [Updated 2024]

More than two in three people on Earth are now online

It’s only been a few weeks since we published our flagship Digital 2024 Global Overview Report, but even in that short space of time, the world’s digital behaviours have continued to evolve.

The first three months of 2024 have seen a number of big digital milestones, and our huge new Digital 2024 April Global Statshot Report – published in partnership between We Are Social and Meltwater – reveals a wealth of impressive headlines and trends.

More than two-thirds of the world’s population now uses the internet

The overall time that the world spends consuming media has declined

There’s a lot of confusion about what “Gen Z” is really doing online

We may be starting to see a change in the world’s online priorities

Social media user growth continues, despite media misrepresentation

Connected experiences are moving to smaller screens

Video games are on the ascendant, gaining in popularity across all ages

Why marketers might want to take a fresh look at Yahoo!

That’s only a teaser of what that you’ll find in this quarter’s full report though, and this latest edition of our Global Digital Reports series is packed with loads more data, insights, and surprises.

We’ve also added a number of new charts and datasets this quarter, so it’s well worth exploring the full report to see what’s new.

Weighing in at 450 pages, this is by far our richest Global Digital Statshot Report yet, and that’s all thanks to the support and generosity of our wonderful data partners:

All of this analysis was written by a human, without the use of generative AI. We may use AI to help structure data and identify patterns, but we still rely entirely on human expertise to make sense of trends and implications.

Please note the following before you dive into this latest round of data:

GWI has revised the “Types of Websites and Apps Used” in its Core survey, which has had an impact on various values throughout our reports, including behaviours such as the use of search engines and banking apps. As part of the same update, GWI has also revised figures for this question for previous periods. As a result, change data contained in this quarter’s report will reflect “like-for-like” change, but note that values in associated timeline charts may not match those we published in previous reports.

Looking for a guided tour of this quarter’s top stories? This video unpacks 10 essential takeaways from this quarter’s report in just 10 minutes:

The complete Digital 2024 April Global Statshot Report

You’ll find this quarter’s complete report in the embed below (click here if that’s not working for you), but read on past that to explore my in-depth analysis of what all these numbers actually mean for you and your work.

The global state of digital in April 2024

Let’s begin with the latest headlines for digital adoption and use around the world [tip: feel free to copy-paste this section to create an easy social media post – just remember to tag us!]:

Data from the United Nations World Population Prospects shows that there are now 8.10 billion people living on Earth. The global population has increased by 74 million over the past year, resulting in annual population growth of 0.9 percent.

The number of unique mobile phone users sits at 5.65 billion, which means that 69.7 percent of the world’s total population now uses some kind of mobile handset. Unique mobile users grew by 2.4 percent over the past 12 months, thanks to an additional 133 million new users.

Internet users have climbed to 5.44 billion, with 178 million new users over the past year taking the global internet penetration rate to 67.1 percent. As we’ll explore in more detail below, this means that more than 2 in 3 people on Earth are now online. Internet user numbers continue to grow too, with the latest figures pointing to a year-on-year increase of 3.4 percent.

Kepios analysis shows that active social media use continues to grow as well, with platforms adding more than a quarter of a billion new unique user identities since this time last year. The global user total reached 5.07 billion by the start of April 2024, with this figure 5.4 percent higher than the total we saw in April 2023.

But beyond impressive headlines and tasty trivia, what do this quarter’s numbers tell us about how people’s digital behaviours are changing and evolving?

Let’s get nerdy, and go deeper into the numbers…

Kepios’s analysis of the latest data shows that internet users have reached “supermajority” status, with more than two in three people on Earth now online.

Data from a variety of reputable sources including the ITU, GSMA Intelligence, and Eurostat indicate that the number of people using connected technologies reached 5.44 billion at the start of April 2024, which equates to 67.1 percent of the world’s total population.

That global user total has increased by 178 million since this time last year, delivering annual growth of 3.4 percent.

If we take the advent of the web as the start of the internet as we know it today, it’s taken just under 33 years for internet users to reach this important milestone.

For perspective, barely 1 in every 1,000 people on Earth used connected tech when Tim Berners-Lee published the first website on 06 August 1991, when the erstwhile internet user base sat somewhere between 5 and 6 million.

User figures have mushroomed by a factor of almost 1,000 since then though, and at current growth rates, it would only take about 12 days for the world to add the equivalent of every one of those pre-web internet users.

India accounted for more than a third of the global increase in internet users over the past 12 months, with research published by Kantar and IAMAI pointing to an increase of more than 60 million new users since early 2023.

India’s internet population has grown by more than 7 percent over the past year, accelerating a trend that we explored in some detail in a recent deep-dive article.

Meanwhile, China added 27 million new internet users over the past year, Pakistan 24 million, and Indonesia a further 16 million.

In relative terms, Pakistan saw the fastest growth in internet users over the past 12 months, with the country’s connected population increasing by 27 percent year on year.

However, the country’s internet penetration rate still lags the global average, and despite these recent gains, less than half of Pakistan’s population is online today.

At the other end of the spectrum, 11 countries now report internet adoption rates in excess of 99 percent, while a total of 63 countries report internet adoption levels beyond 90 percent.

If you’d like to know more about internet connectivity at a local country level, our Digital 2024 reports are an excellent place to start – click here to learn more.

But despite today’s impressive figures, we’re still a long way from reaching the United Nations’ stated goal of “universal connectivity”, and Kepios’s analysis indicates that more than 2.66 billion people remain offline in April 2024.

In better news, we’ve seen promising gains in internet adoption across some of the least connected countries over recent months, with both Mozambique and Uganda registering double-digital annual gains.

However, internet adoption still languishes below 25 percent in a total of 12 countries, and the internet – at least as the rest of the world knows it – remains entirely blocked for everyday citizens in North Korea.

As part of our Digital 2024 “Deep Dives” in January, we published a comprehensive study of the various barriers to improving internet access, exploring topics such as:

If you’d like to learn more about these issues, I’d strongly urge you to read my complete analysis, together with some recommendations for further reading that you’ll find at the bottom of that linked article.

However, it’s worth highlighting here that low levels of internet use often coincide with more fundamental challenges, such as limited access to electricity and everyday life essentials such as drinking water and basic sanitation.

For related reasons, levels of internet use are still considerably lower in rural areas than they are in urban centres.

Indeed, Kepios analysis suggests that roughly 4 in 5 people living in towns and cities now use the internet, but – at a worldwide level – less than half of the people living in rural areas are online today.

Meanwhile, a stubborn digital gender divide also persists in many parts of the world, and – at a worldwide level – internet adoption amongst men is still 5.4 percentage points higher than it is for women (69.8 percent vs. 64.4 percent, respectively).

However, local divides are often considerably wider than these global figures suggest, especially across the Global South.

For example, our analysis of the latest social media data indicates that nearly twice as many men as women may use the internet across Southern Asia today.

With more than two-thirds of the world now online, it’s worth comparing the use of connected tech with that other great medium of our age: television.

Data from Statista indicates that “conventional” television – i.e. TV content that isn’t delivered via the internet – currently enjoys a global penetration rate of 68.1 percent, which equates to roughly 5.52 billion global TV viewers.

Comparing this penetration rate with the latest figures from GSMA Intelligence reveals that there are already more mobile users than there are TV viewers around the world, which suggests that mobile phones are now the most used devices on the planet.

However, data from Ericsson suggests that 1.1 billion of the 8.3 billion mobile handsets in use today are still “feature” phones (12.8 percent), which helps to explain why internet use still lags the global TV penetration rate by one percentage point.

However, the reach of “conventional” TV is only increasing by fractions of a percentage point each year, while internet penetration has grown by 3.4 percent over the past 12 months.

And as a result, if internet users continue to grow at their current rate, we should see internet penetration surpass that of broadcast TV sometime in the first half of next year.

The latest wave of research from GWI suggests that the world spent less time consuming media in the final three months of 2023 than it did during the same period the year before.

Particularly worthy of note is the fact that the amount of time people spend watching TV has fallen by a further 4 minutes per day over the past year, extending the declines that I detailed in my January analysis.

However, GWI’s research identified a decline across almost all mass media over the past 12 months, with internet use the only media activity to escape an annual drop.

Digital 2024 April Global Statshot Report Analysis

Complementary research can be a helpful tool for marketers looking to reduce trial and error and maximize results. Rather than reinvent the wheel, marketers can lean on readily available data and information to guide their strategies.

Marketing success isn’t just about the most creative campaigns, pretty visuals, and clever copy. It’s also about knowing your audience and understanding the data behind what works and what doesn’t in marketing.

Marketing is part art and part science, and complementary market research can boost the science aspect so the art side has the best chance of resonating with the right people in the right places.

Learn more about complementary research and how to go about using this type of market research to improve your marketing.

How to Conduct Complementary Market Research

Best Practices for Conducting Complementary Market Research

Complementary market research is like piecing together a jigsaw puzzle. Each type of research — whether it's surveys, focus groups, or data analysis — provides a unique piece of the puzzle. On its own, a single piece may not reveal the full picture, but when you combine multiple pieces from different parts of the puzzle, you start to see a clearer, more comprehensive image.

Others call this secondary research or desk research.

In marketing, an example of complementary market research would be combining quantitative and qualitative data on the same topic. This allows you to learn more about consumer interests, forecasting trends, and gain a more holistic view of the marketplace.

The benefits of conducting complementary market research include:

The ability to make informed decisions based on data-driven insights

Understand complex and evolving industry dynamics

Effectively tailor products and services to the right audiences

Ultimately, complementary market research gives you a more complete picture of your industry and target market.

We can break complementary research into two different types: internal and external.

Internal complementary research comes from your own data. This data might come from:

Customer-generated data (e.g., verbal feedback, surveys, etc.)

This information can give you a competitive edge because your competitors can’t access it. It’s data you already own, which makes it more accessible and cost-effective.

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