Easier access to computers, the modernization of countries around the world and an increased utilization of smartphones has given people the opportunity to use the internet more frequently and with more convenience. However, internet penetration often pertains to the current state of development regarding communications networks. As of March 2017, there were approximately 731 million total internet users in China and 287 million total internet users in the United States. However, broadband internet usage is not equally present in many countries and due to infrastructure reasons, developing online markets rely strongly on mobile connections. Subsequently, global mobile data traffic is set to surpass 49 exabytes per month in 2021, up from 7 exabytes per month as of 2016.
Social networking is one of the most popular online activities and Facebook is the most popular online network based on active usage. As of the fourth quarter of 2016, there were a total of roughly 1.86 billion monthly active Facebook users, accounting for almost half of internet users worldwide. Connecting with family and friends, expressing opinions, entertainment and online shopping are amongst the most popular reasons for internet usage.