Key internet statistics every marketer should know in 2024

Are you looking to be a part of the thriving e-commerce market? Before embarking on this journey, it is crucial to comprehend the fundamental pillar of e-commerce – the Internet. Delving into internet usage statistics will provide valuable insights into how the e-commerce market operates. This article aims to explore internet statistics and address frequently asked questions about the internet, including the number of internet users, websites, and average time spent online.

Equipped with these internet usage statistics, you will have a clearer understanding of the landscape your e-commerce business will navigate and be better positioned to shape your digital marketing strategy. Without further ado, let us delve into the core essentials of the Internet and examine the ten most significant Internet usage statistics that all e-commerce marketers and entrepreneurs must be aware of.

What is the global internet user population?

One of the key internet usage statistics to be aware of is the global number of internet users. As of 2022, there are approximately 4.95 billion active internet users worldwide, indicating a year-over-year increase of 192 million compared to 2021. This growth in active internet users is four times faster than the overall population growth, which stands at one percent. With a global population of 7.91 billion people, this translates to an internet penetration rate of approximately 62.6 percent, meaning that nearly two out of every three individuals worldwide are active internet users.

Furthermore, it is crucial to understand the top uses of the internet. The most popular activity among internet users is finding information, with nearly six out of every ten users browsing and searching online for information. Staying in touch with friends and family follows closely, with 54.2 percent of users engaging in this activity. Additionally, approximately 50.8 percent of users keep up to date with the latest news and events, while 49.8 percent enjoy watching videos, TV shows, and movies online.

What is the global internet access rate?

Since the public availability of the Internet in 1991 – over 30 years ago – the world has made significant progress. By the turn of the millennium, approximately 361 million people worldwide had internet access. Today, internet access is enjoyed by over 65.6 percent of the global population. Asia, being the largest and most populous continent, accounts for the majority of internet users globally, with East Asia leading the way at 24.4 percent. South Asia and Southeast Asia follow with 17.7 percent and 9.9 percent, respectively. Notably, Africa boasts the fastest-growing online population, with several African countries experiencing remarkable growth in internet usage. Among them, the Republic of the Congo stands out with a year-over-year increase of 126 percent in the number of internet users as of January 2020.

Global Count of Mobile Internet Users

There are currently 4.28 billion unique mobile internet users worldwide, accounting for approximately 54.6 percent of the global population (Statista, 2020). This indicates that out of the 5.2 billion mobile phone owners globally, over eighty percent utilize their phones to access the internet. Remarkably, mobile phones are the most preferred devices for internet access, contributing to 50.2 percent of overall web traffic. This surpasses the combined usage of laptops and computers (47.1 percent) as well as tablet devices (2.6 percent). The number of mobile internet users will probably continue to grow, primarily due to the increasing speed of mobile internet connections, which witnessed a 22 percent increase from 2019 to 2020.

What is the typical time allocation for individuals on the Internet?

Considering the abundance of online activities available, it should come as no surprise that internet users spend an average of 6 hours and 56 minutes online each day (DataReportal, 2021). As an e-commerce business owner, it is valuable to understand how internet users allocate their time to e-commerce activities. Current data reveals that 92.2 percent of internet users visit online stores, 81.8 percent conduct online searches for products or services, and 78.6 percent complete their purchases. Apart from online shopping, social media commands a significant portion of internet users’ time. On average, individuals spend two hours and 22 minutes daily on social media, primarily on platforms like Facebook and TikTok.

Internet usage statistics in China

With Asia being home to over half of the global internet user population, let’s examine the internet usage statistics in China, the continent’s most populous country. China not only holds a significant position in e-commerce sales but also boasts the highest number of internet users worldwide, totaling 1.01 billion according to Internet World Stats (2019). This accounts for approximately 70 percent of its total population of 1.45 billion and represents more than one-third of all internet users in Asia. The growth of internet users in China is remarkable, considering that in 2000, there were only 22.5 million users. In other words, the number of internet users in China has multiplied nearly 45 times in just over two decades.

Internet Usage Statistics in the United States

Whether it’s texting, sending emails, checking the latest movie reviews, searching for products to purchase online, or simply browsing, it is evident that the internet plays a crucial role in the daily activities of consumers. This is further supported by the fact that as of 2023, more than 91.8 percent of people in the United States are internet users, which is a 0.5 percent increase from the previous year (DataReportal, 2023).

Having a mobile internet connection is identified as one of the primary determining factors for US consumers to access the internet, with 90.7 percent of Americans going online using their mobile phones. If your online store targets US shoppers, it is imperative to understand what attracts them to go online and how much time they spend doing so. Recent data indicates that the primary reason US consumers go online is to seek information, and on average, they spend nearly seven hours per day engaged in online activities.

Google Chrome is widely regarded as the top mobile internet browser in the market.

The Google Chrome browser leads the mobile internet browser market, commanding a share of 64.52 percent (StatCounter Global Stats, 2023). This dominance can be attributed to the fact that nearly three out of every four mobile phones worldwide run on Android, where Google Chrome comes pre-installed. In comparison, Apple’s Safari holds the second position with a market share of 25.19 percent. These figures demonstrate the stronghold that Google Chrome and Safari have on the mobile internet browser market. Notably, when considering the overall internet statistics, it is revealed that approximately 89.71 percent of mobile internet users browse with either Chrome or Safari. However, it is crucial to consider your target audience and market before embarking on mobile marketing efforts. For instance, in the United States, Safari is the leading mobile internet browser with a market share of 52.68 percent, surpassing Google Chrome’s 40.22 percent.

What is the total number of websites in existence?

The inaugural website was launched in August 1991, spearheaded by none other than Tim Berners-Lee, the visionary behind the creation of the World Wide Web.

Since then, the number of websites has experienced a continuous surge, with the worldwide web witnessing the addition of thousands of new websites in its early years, subsequently escalating to millions of new websites being added annually even before the turn of the millennium.

In the present day, there is a notable surge in the pursuit of online opportunities, as evidenced by the persistent rise in domain name registrations. At present, there are over 1.8 billion websites on the World Wide Web and this number continues to grow (Internet Live Stats, 2021).

This brings us to the following inquiry: which domain name registrations are the most popular and where are these sites hosted?

Domain name registrations

In the third quarter of 2023, there were a total of 359.3 million registered domain names, according to DNIB (2023). This represents a 0.8 percent increase compared to the previous quarter and a 2.4 percent year-over-year growth. Among the registered domain names, .com and .net extensions are particularly popular, accounting for 173.9 million registrations, or 48.4 percent of the total. Notably, .com registrations make up the majority with 160.8 million.

China’s .cn domain boasts the highest number of registrations, with 2.3 million, reflecting its status as home to the largest group of internet users. Following closely behind is Germany’s .de with 17.6 million registrations and the United Kingdom’s .uk with 10.9 million registrations. When it comes to domain name registration, GoDaddy.com and NameCheap are the two most popular domain name registrars, capturing 11.8 percent and 2.8 percent of the market share, respectively, based on internet statistics (source: domainnamestat.com). Specifically, GoDaddy has over 83.5 million domain names registered, while NameCheap has 19.9 million.

The Influence of the Internet on the Growth of E-commerce

Projected revenues from e-commerce retail were forecasted to reach $5.7 trillion in 2022, marking a 9.7 percent increase from the previous year (eMarketer, 2022). Moreover, the upward trajectory of e-commerce sales is expected to persist and surpass $8.1 trillion by 2026.

China, as the country with the highest number of internet users, stands as the leading e-commerce market globally. It was anticipated that China would generate $1.5 trillion in e-commerce sales in 2022, nearly doubling that of its closest competitor, the United States, which is projected to generate $875 billion in e-commerce sales. The internet has not only fueled remarkable growth in e-commerce, but it has also compelled e-commerce businesses to amplify their digital marketing expenditure. Expenditure on digital ads worldwide was projected to reach $602.25 billion in 2022, reflecting a 15.6 percent increase from the previous year. This upward trend is anticipated to continue, eventually reaching $876.1 billion by 2026.

Conclusion

With a vast number of internet users located worldwide, the internet presents significant opportunities for e-commerce business owners. These internet statistics offer valuable insights for your digital marketing plan. Whether it’s email marketing or social media marketing, keeping these internet statistics in mind will guide you on the right path.

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