Digital Evolution 2024: Understanding Internet Adoption, Time Spent & Usage

February 5, 2024

The Digital 2024 Global Overview Report, a collaborative effort by We Are Social and Meltwater, offers a comprehensive insight into the current state of the global digital sphere. As we delve into the findings of this report, it becomes evident that the dynamics of internet adoption are undergoing subtle shifts, paving the way for a future where connectivity is more pervasive than ever.

Internet Adoption & Time Spent

The latest data from the Digital 2024 Global Overview Report indicates that internet adoption sustained its upward trajectory in 2023. Despite a slightly slower pace compared to recent years, the sheer scale of growth remains noteworthy. This deceleration can be attributed to the approaching "supermajority" status, where two-thirds of the world's population will be connected to the internet.

The rationale behind this slowdown is rooted in the fact that a significant majority of individuals are now online. As the global online community approaches this critical threshold, the pool of potential new internet users naturally diminishes. Nevertheless, the relentless expansion of internet access continues to bridge the digital divide, bringing more individuals into the online fold.

A standout trend highlighted in the report is the continued rise of mobile internet usage. Mobile devices have become the primary gateway to the online world for a substantial portion of the global population. This shift in preference towards mobile platforms has significant implications for businesses and marketers, necessitating a mobile-first approach in digital strategies.

The typical internet user now dedicates an average of 6 hours and 40 minutes to online activities daily. This represents a subtle yet notable increase of almost 1 percent compared to the previous year, underscoring the continuous integration of digital technologies into our daily lives. However, these averages exhibit significant geographical variations, with cultural and demographic factors playing a role in shaping online habits.

One intriguing observation is the age-dependent nature of internet usage. Generally, older populations tend to spend less time online compared to their younger counterparts. This trend aligns with the broader pattern where the older demographic is less inclined to embrace digital technologies extensively.

Internet Usage

But what exactly occupies these 400 online minutes? Unsurprisingly, social media emerges as the dominant force, with over 97 percent of working-age internet users maintaining a formidable presence, with 94.3%, and search engines with 80.7%.

According to the insights from GWI, almost 61% of working-age respondents cite "finding information" as one of the top reasons for using the internet, solidifying its status as the most common motivation globally.

This revelation underscores the critical role that information plays in shaping user behavior and preferences. As users navigate the vast digital landscape, the significance of brands ensuring their presence where users actively seek information cannot be overstated. While search engines like Google and Bing have long been recognized as pivotal spaces for brand visibility, retailers are emerging as equally influential players in the consumer decision-making process.

Users turn to platforms not just for generic queries but increasingly for specific product-related searches. This evolution has significant implications for brands, as their visibility in search engine results directly correlates with the likelihood of capturing consumer attention.

For brands, it's not merely about being present in the search results but also about optimizing their content to provide relevant and accurate information. This involves crafting compelling product descriptions, incorporating keywords, and fostering a positive online reputation through ratings and reviews.

Beyond traditional search engines, retailers have become information hubs where users compare prices, scrutinize product descriptions, and delve into ratings and reviews. In the intricate web of online shopping, these elements become crucial touchpoints influencing a user's decision-making process.

Brands need to recognize the evolving landscape where consumers seek information not only through search engines but also within the digital shelves of online retailers. Consistency in messaging, accurate product details, and fostering a positive online reputation become imperative to stand out in this competitive space.


With insights from the report emphasizing the critical role of information and visibility, Shalion's innovative solutions are tailored to measure your brand's presence on retailers search engines.

To witness the transformative power of Shalion and explore how our solutions can elevate your online footprint, we invite you to contact us for a demo now. Let Shalion be your partner, ensuring your brand is not just seen but resonates powerfully with your audience. Embrace the future of digital success – your journey starts with Shalion!

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