Digital in 2017: Global Overview

The Digital in 2017 Global Overview by We Are Social and Hootsuite reveals a pivotal moment in the digital era – more than half of the world’s population now uses the Internet. This milestone underscores the rapid pace at which digital connectivity transforms lives worldwide, just 25 years after Tim Berners-Lee introduced the World Wide Web to the public.

The report highlights internet adoption and the explosive growth across digital platforms and mobile usage, setting the stage for how digital technologies will shape societies, businesses, and economies in 2017 and beyond.

Key Global Digital Milestones in 2017

1. 3.77 billion internet users globally, representing 50% of the world’s population.
2. 2.80 billion social media users, equating to 37% penetration.
3. 4.92 billion mobile users, covering 66% of the global population.
4. 2.56 billion mobile social media users, reflecting 34% penetration.
5. 1.61 billion global e-commerce users, with 22% penetration.

The pace of digital growth accelerated significantly in 2016:

• Internet users grew by 10%, adding 354 million new users.
• Social media users surged by 21%, with an increase of 482 million.
• Unique mobile users expanded by 5%, adding 222 million new connections.
• Mobile social media users saw an extraordinary 30% growth, adding 581 million new users.

Asia-Pacific: The Driving Force Behind Global Digital Growth

The Asia-Pacific (APAC) region remains the global leader in digital growth, accounting for:

• 54% of the world’s internet users.
• 54% of global social media users.
• 56% of all mobile social media users.

APAC drove 70% of global internet growth, 62% of social media growth, and 64% of mobile social media growth in 2016. With continued momentum, 2017 is expected to witness an even more substantial increase, especially in Southeast Asia.

Regional Digital Highlights in 2017

Africa: Digital Growth with Challenges

• 7 of the 10 fastest-growing internet populations are in Africa, with Ethiopia’s internet user base tripling over the past year.
• Mobile social media use in Africa increased by 50%, but with only 12% penetration, there’s vast room for growth.
• However, fewer than 1 in 3 Africans have internet access, and penetration may not exceed 50% until the mid-2020s.

The Americas: Sustained Digital Expansion

• Fifty-three million new internet users contributed to an 8% growth in regional penetration.
• The United States alone accounted for 22 million (25%) of the region’s 88 million new social media users.
• Mobile connections dropped slightly as users consolidated multiple subscriptions, shifting toward cost-effective VOIP and messaging services.

Asia-Pacific: Unstoppable Growth

• 15% growth in internet users pushed the regional total beyond 1.9 billion.
• Social media usage increased by 25%, surpassing 1.5 billion users, with 95% accessing platforms via mobile devices – the highest ratio globally.

Europe: Steady but Slower Growth

• Twenty-one million new internet users brought Europe’s total to 637 million, with 3% year-on-year growth.
• Social media use rose by 5%, crossing the 400 million mark.
• Mobile social media users increased by 11%, reaching 340 million globally.

The Middle East: Leading Digital Growth

• Internet users increased by 15%, approaching 150 million.
• Social media use grew by an astounding 47%, while mobile social media adoption rose by 44%.
• With penetration rates below 40%, significant growth is expected in the region in 2017.

Mobile Dominates the Digital Landscape

Mobile’s Share of Web Traffic Surges

More than half of global web traffic now comes from mobile devices, and mobile web traffic is growing by 30% year over year.

• Nigeria leads the world in mobile web traffic, with over 80% of web pages accessed via mobile devices.
• Russia, by contrast, has the lowest mobile share, with fewer than 15% of web pages served to mobile phones.

Filipinos Lead in Time Spent Online

Data from GlobalWebIndex shows that Filipino internet users spend an average of 9 hours online daily, with over 3.5 hours on mobile.

• Nine countries recorded average daily internet usage of more than 8 hours, with many at the lower end of global economic rankings.

Social Media in 2017: Rapid Growth and Mobile Dominance

Explosive Social Media Growth

Social media adoption grew by 21%, adding 482 million new users to reach 2.8 billion users globally.

• 91% of social media users now access their platforms via mobile devices.
• China, India, Indonesia, the United States, and Brazil accounted for over 50% of new social media users in 2016.

Social Media Penetration Across Regions

• North America leads, with nearly two-thirds of its population using social media.
• South America is approaching 60% penetration, while Southeast Asia is expected to surpass the 50% mark later this year.

Mobile Social Media: The Standout Story

Mobile Social Media Growth Surges

Over 2.5 billion people – one-third of the world’s population – now access social media via mobile devices.

• Five hundred eighty-one million new mobile social media users joined in 2016, growing to 18 new users per second.

Regional Mobile Social Media Penetration

• South Korea boasts 83% penetration, with KakaoTalk dominating mobile social media use.
• Forty-three countries still record penetration rates below 10%, most in Africa.

The Reign of Social Platforms: Facebook and Tencent Lead

Facebook Maintains Dominance

• Facebook added 363 million monthly active users in 2016, reaching over 1 billion daily active users.
• WhatsApp, Facebook Messenger, and Instagram also reported strong growth, with Facebook Inc.’s combined audience surpassing 4.37 billion.

Tencent’s Ecosystem Thrives

• WeChat grew by 196 million users and is on track to overtake QQ as China’s most active social platform.

Regional Platform Leaders

• VKontakte (VK) leads in Russia, with 90 million active users.
• LINE dominates Japan, while KakaoTalk maintains its grip on South Korea.

E-Commerce in 2017: Mobile Commerce Takes Center Stage

Global E-Commerce Milestones

• 1.6 billion e-commerce shoppers worldwide spent nearly $2 trillion in 2016, pushing global ARPU (average revenue per user) past $1,000.
• Mobile commerce (m-commerce) grew even faster, increasing by 40% and dominating future e-commerce trends.

As the internet, social media, and mobile penetration continue to surge, Digital in 2017 paints a vivid picture of a world where digital connectivity transforms communication, commerce, and culture. While challenges remain – particularly in bridging the digital divide in regions like Africa and South Asia – the momentum toward a more connected world shows no signs of slowing.