Mobile internet usage worldwide - Statistics & Facts

Mobile internet usage has worked its way into the daily life of smartphone and tablet users, enabling consumers to access and share information on the go. There portends a promising future for mobile internet usage, as global mobile data traffic is projected to increase nearly sevenfold between 2017 and 2022. According to April 2019 data, the global mobile population amounted to 4 billion unique users. As of February 2019, mobile devices accounted for 48 percent of web page views worldwide, with mobile-first markets such as Asia and Africa leading the pack. Nigeria registered the highest rate of internet traffic coming from mobile devices; followed by India, Ghana, and Kenya. The Americas and Europe have the highest mobile broadband subscription penetration rate, around 97.1 percent and 93.6 percent respectively. In 2018, the global average stood at nearly 69.3 percent.

Mobile apps are increasingly popular in everyday activities. As of the first quarter of 2019, the two most popular app stores, Google Play and Apple’s App Store, had a total number of 2.1 and 1.8 million available apps respectively. With the large volume of apps available to consumers, marketers began to focus more on mobile app retention than on acquisition alone. As of June 2018, the apps for Gmail, Google Maps, YouTube and Google were the four most popular Android apps worldwide, while Facebook, YouTube, Instagram and Skype for iPhone were the apps with the highest market reach among mobile iOS users globally.

Social networking is one of the most popular activities of mobile internet users. Facebook Messenger is the second most popular mobile messaging apps behind Whatsapp, the world’s leading messaging app with more than 1.6 billion monthly active users as of April 2019. Other popular mobile messaging apps include QQ Mobile, WeChat and Skype. Mobile social media consists of social networking and mobile messaging apps.

Besides social networking, mobile internet users also more commonly use their device to watch online videos, accounting for 62 percent of digital video plays during the second quarter of 2018. Netflix ranks among the worldwide highest-grossing entertainment app titles in the Apple App Store, followed by Tencent Video and iQiYi Video. Music streaming apps have also increased in popularity, with Spotify and YouTube Music being among the most downloaded music and audio apps worldwide.

Mobile commerce has been on a continued rise with the availability of a range of online shopping preferences for consumers that include online purchases of grocery, toys, books, music, movies and video games, clothing and footwear, household appliances, consumer electronics, and so on. The average value of global online shopping orders placed using a smartphone stood at 78 U.S. dollars during the fourth quarter of 2018.

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Mobile internet usage worldwide

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