An impressive 93% of internet users worldwide engage with social media

Key takeaways:

  • Social media is not optional; it’s universal, with 93% usage globally.
  • Traditional broadcast TV still sees 89.7% usage, and streaming TV (77.1%) isn’t far behind.
  • Individuals consume online news more than physical newspapers.
  • 66.4% still tune in to radio, showing that audio content still has a loyal base.
  • At 65.3% usage, platforms like Spotify and Apple Music are not just for entertainment; they’re part of people’s routines.
  • With 63.7% global engagement, podcasts are now a core part of modern media usage.

A whopping 93% of internet users globally are active on social media. That means almost everyone online is scrolling, sharing, or chatting on platforms like Instagram, Facebook, TikTok, and X. Whether it’s for information, entertainment, or just to pass time, social media has become very important in the global digital life. Traditional forms of media like linear TV, print press, and radio are still hanging on, but the gap is widening fast. Online streaming, podcasts, digital news, and music apps now also hold major ground in the content landscape.

Source:

Global Web Index (GWI)

Period:

2024
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At 18.91mb/sec, Nigeria ranks 102nd among 111 countries, making it the tenth among countries with the worst mobile download speed
  • With a median mobile download speed of 441.89 Mbps, the UAE is in a league of its own, setting a high benchmark for digital infrastructure globally.
  • At just 18.91 Mbps, Nigeria ranks 102nd, only narrowly ahead of countries like Ecuador and Libya. This means the digital experience for most Nigerians is significantly slower than the global average.
  • The difference between the fastest and slowest countries spans over 400 Mbps, showing a growing divide in how nations can participate in digital economies.
  • Countries like Denmark, South Korea, Norway, and the Netherlands continue to show strong mobile connection.
  • It's notable that Qatar and Kuwait, alongside the UAE, are not just energy-rich but also leaders in mobile connectivity.
  • Several African nations, Nigeria, Libya, and Mozambique, feature among the slowest, highlighting the urgent need for investment in faster, more reliable mobile networks across the continent.
Eastern Africa has the least internet adoption worldwide with just 29% adoption rate
  • With a 98% adoption rate, Northern Europe leads the world in digital inclusion.
  • Eastern Africa (29%), Middle Africa (34%), and Western Africa (43%) have the lowest adoption rates.
  • Southern and Eastern Europe boast over 90% adoption, proving that even outside the wealthiest nations, high connectivity is achievable.
  • While Eastern Asia (79%) and South-Eastern Asia (78%) show strong progress, Southern Asia lags behind at 54%.
  • Oceania maintains a solid 78% adoption rate, quietly outperforming many regions.
  • With 70% adoption, the Caribbean outperforms parts of Asia and Africa.
From 4.3M to 5.6B, the number of individuals using the internet globally since the creation of the first website has risen by over 130,000%
  • Between 1995 and 2000, internet users jumped from 39.4 million to 394 million, a 900% leap that marked the beginning of the digital era.
  • Just 14 years after the first website, over 1 billion people were online, showing how quickly the internet became essential.
  • Between 2010 and 2015, internet usage grew by 54.5%, slower than before but still powerful, especially in developing regions coming online.
  • With 5.6 billion users in January 2025, most of the world is now online, and future growth will be more about improving access, speed, and quality than just connecting new people.
  • Each phase had its catalyst. In the 1990s, it was websites and email. The 2000s brought broadband and Google. In the 2010s, it was smartphones. Now, it's AI, 5G, and IoT that are quietly shaping the future of internet use.
Instant messaging is the most pervasive activity among mobile internet users
  • Instant messaging leads with 94% usage, reflecting its role as the primary communication tool for Nigerians.
  • Social media is used by 91% of mobile internet users, but only 65% engage with it for business purposes, showing its dominance in personal interactions.
  • Online voice and video calls are highly popular, emphasising a shift toward real-time digital communication.
  • Only 45% access government services, while 41% use online health platforms, indicating gaps in essential digital services.
  • Agriculture-related internet use is the lowest at 25%, highlighting the rural digital divide and limited online resources for the sector.
86% of Nigerians aged 10+ in Nigeria’s North West lack Internet access
Nigerians aged 10 years and above in the South-South region have three times more access to the internet (42%) compared to those in the North-West (14%).
1GB of data in the US costs 15 times more than in Nigeria.
The cost of accessing the Internet isn't the same everywhere. In Switzerland, 1GB of mobile data costs $7.29, the most expensive globally, while Nigeria stands at just $0.38, which is 15 times less than the cost in the United States ($6.00). Meanwhile, Israel offers the cheapest deal at only $0.02 per GB. There is a more moderate global average at $2.59.
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