5.16 billion people, more than 64% of the global population, have access to the Internet (2% more than last year). Of these, 4.76 billion are also social users: about 60% of the global population uses a social platform every day.
Since in 55 countries the penetration rate of Internet connections is equal to 90%, globally there is a slowdown in the growth of Internet users.
In 2022, people spent 6 hours and 37 minutes online every day: 20 minutes less than the previous year. We have returned to values similar to those of 2019, that is, before the pandemic generated a boom in Internet traffic and changed digital habits.
In the Report “Digital 2023”, out of ten minutes spent on the Net, four are spent on social networks, for one average of 2 hours and 31 minutes: three minutes more than last year.
Among the most used devices, mobile continues to record positive growth.
What people do on the internet
The reasons for connecting to the Internet continue to be: getting information in first place (58%), followed by keeping in touch with family, friends and acquaintances (54%), staying updated on the facts and news of the day (51%) and, finally, watching videos (50%).
If about 43% of the sample cites the search for new products or new brands among the reasons for surfing the Net, the world of purchases also has its importance: people are more willing to use e-commerce than pre-pandemic levels, especially for food and FMCG.
Data in Italy
In the Italian panorama emerges:
• We are more active on social networks (around 75%).
The platforms most used by Italians are: WhatsApp (89%), Facebook and Instagram, (78% and 73%), followed by Fb Messenger (51%), Telegram (47%) and, finally, TikTok (38%).
• The most consumed content is video.
More than 91% of people say they watch dynamic content, with a preference for light content (especially comedy and memes).
• Influencer Marketing is confirmed as a positive driving force for the digital industry.
The share of total advertising expenditure reaches almost 60%, also driven by the activities carried out in collaboration with Influencers (+15%).
In general, the total digital audience in 2022 remained stable compared to the previous year, reaching 74.8% of the population aged 2 and over, equal to 44 million individuals online.
Furthermore, in Italy, among the most visited categories in 2022 we find the first 3 places: search (71%), internet tools/web services (68.3%) and video/film (66.8%).
A look to the future
Among the possible future scenarios, these interesting ideas emerge:
1. A key trend is certainly that of Artificial Intelligence, with tools such as ChatGPT, Midjourney, Synthesia, etc. which represent just the beginning of a new wave of AI capable of creating amazing content.
2. Macroeconomic impacts and geopolitical tensions represent challenges that will affect the digital landscape significantly.
3. Finally, social platforms will continue to expand their role in people's daily lives.
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