Digital Users: Behaviour Trends & Usage Statistics

[Updated May 2020]

Here are few notes from a recent analysis by New York Times on changing Digital content consumption and usage trends

We are getting more social
We may be distancing more but not socially (as I mentioned in a previous post, social distancing is not a relevant term altogether). Between Jan 21 and March 24, Average traffic on increased by 27%.

But its not phone this time
While we are being more social and more entertained, its not over phone. As can be seen from the digital traffic growth trends across Facebook, Netflix and Youtube, its the web versions driving bulk of the growth not the phone app versions. Please note that Averages are calculated with traffic numbers from each date and the six days preceding it, to smooth out weekly variations (recreational internet use, for example, often spikes on the weekends).

Working and Learning from home
School assignments are being handed out on Google Classroom. Meetings are happening on Zoom, Google Hangouts, and Microsoft Teams.

Video Games Gaining, Sports losing
Use of ESPN’s website has fallen sharply since late January, according to SimilarWeb. At the same time, several video game sites have had surges in traffic, as have sites that let you watch other people play. Twitch, the leading site for streaming gameplay, has had traffic shoot up 20 percent.
TikTok, the mobile app filled with short clips of pranks and lip-syncing, was taking off before the coronavirus outbreak and it has continued its steady ascent ever since.

[Published Earlier]
I am sharing here some extremely interesting trends and statistics about online digital users and their behaviour with digital content and services.
Digital Users Usage trends statistics

Digital User Statistics & Trends 

Digital Users & Internet Usage Growth in India
Below are some interesting statistics & trends relating digital users & internet usage growth shared in a recent article featured in HBR:
  • Internet access: Currently India's Internet user population is 80 million, a penetration rate of just seven percent (or 17 percent of the urban population). The government is rolling out the National Broadband Plan, a $4.5 billion initiative to build a country-wide fiber optic network that will connect an additional 160 million Indians by 2014. Thereby the numbers are expected to grow to 376 million Indian Net users by 2015 (as per projections by an Indian investment bank, Avendus)
  • Mobility: With the Indian government sponsoring introduction of 3G services in 2011 with a $30 billion spectrum auction, 3G penetration es expected to reach 22 percent by 2015 (as per projections by Morgan Stanley). Government and the private sector have spent nearly $55 billion on related infrastructure. 2012 will further see a roll-out of 4G wireless services across India. Currently, among the nearly 800 million mobile subscribers in India, very few use smart phones; most have feature phones that deliver, at best, premium text-based services. With continued lowering of smartphone costs (the lowest price in the market is now $65), their penetration is again expected to grow rapidly in the near future. Mobility will drive much of the expansion in Internet usage. One of every four Internet users in the country now accesses the Net using a mobile device. A leapfrog effect will mean that three of every four Net users will do so by 2015. 
  • Media Consumption: Indians love media. India is obsessed with "ABC" (Astrology, Bollywood, and Cricket) and an average Indian consumes 4.5 hours of media and entertainment a day, while 70 percent of the national population spends money on content, both online and off. Time spent online already comes to 40 minutes per capita per day.
  • E-Commerce: Currently, only 11 percent of Indian online users are transacting online. As in China several years ago, there's a reluctance to pay for goods using the Web; most of today's online transactions are in the travel industry (representing 87 percent of a $6.3 billion e-commerce sector, says Avendus). But e-commerce is rapidly taking off. An Amazon lookalike Infibeam's founder projects growth of the retail economy from $400 billion today to $1 trillion by the end of the decade. Digital will inevitably play a starring role in propelling this growth.
  • Capital: There is an abundance of local capital ready to deploy to feed new ventures. According to Mergermarket, the value of investment activity rose from $111 million in 2010 to $829 million in 2011, while the number of deals doubled from 33 to 66. This expansion isn't just domestic. Indian entrepreneurs are feeling bullish about global markets. One publicly traded company, OnMobile, an operator of premium SMS services, now does business in 52 countries around the world.
  • Possible Challenges to this growth: 
    • At least 16 languages spoken throughout the country which poses a challenge for developing robust legal, regulatory, and financial infrastructure (including payment systems). 
    • Problem of sound policing of intellectual property rights. 
    • Aversion to subscription-based offerings. 
    • Executional risk.
Usage trends for Digital Users between 18 and 34 in the US 
According to Nielsen and NM Incite’s U.S. Digital Consumer Report:
  • Americans between 18 and 34 — are defined by their digital connectivity because they consume media, socialize and share experiences through devices more than other age groups. 
  • The most recent U.S. Census finds 18- to 24-year-olds make up 23% of the population. 
  • They watch 27% of online videos
  • They constitute 27% of visitors to social networking sites 
  • They own 33% of tablets 
  • They use 39% of smartphones. 
  • They are exactly in proportion with their ratio of the population, representing 23% of TV viewers.
The below graphic visualizes different Nielsen numbers on American media consumption. Some stand out figures from the graphs:
  • Tablets are the only device that men own in higher numbers than women 
  • Whites use more tech devices than blacks, Hispanics, Asians and Pacific Islanders in the U.S.
Digital Video Content Consumption Trends & Statistics
According to comScore’s 2012 US Digital Future In Focus report released today:
  • Americans streamed 43.5 billion videos in December 2011, up 44% since December 2010
  • 105.1 million Americans now watch videos online each day, up 43% from 73.7 million in 2010.
  • YouTube is largely driving this. 
  • Average minutes per video view, average videos watched per user, and total ads streamed are way up as well. 
  •  Other key statistics on American video watching habits in December 2011 compared to December 2010 include:
    • The average video view length is up from 5 minutes to 5.8 minutes, showing an increasing willingness to watch longer form content
    • The average viewer watches 239 videos per month
    • Video advertising volume is rising faster than total videos streamed. The ratio of the number of video ads to total videos grew from 12.8 percent to 14.1 percent, with video ad volume up 20% to 7.1 billion ads served this year
    • YouTube and other Google sites account for 21.9 billion of the 43.5 billion video view in December –50.4% of the total market. VEVO ranked 2nd with 801 million (1.8%), Hulu was 3rd with 777 million (1.8%), and Netflix was 4th with 431 million (1%)
    • YouTube’s partner channel program has been a success, pushing more professionally developed content to viewers. In December, VEVO’s channel had 53.5 million viewers, Warner Music had 31.7 million viewers, and Machinima had 22.7 million viewers, indicating strong interest in Justin Bieber and watching people kill each other in Call of Duty
Digital Content Consumption Statistics and Trends
Bachelors in Asia: Digital Behaviour trends & Statistics: Spanning six markets in Asia – China, Taiwan, Singapore, India, Indonesia and Australia – the Pre-Family Man study interviewed 4,200 young male bachelors between the ages of 21 to 39 to better understand their online behavior. The results show how men use many different devices daily to engage and support their digital activities online for work, socializing and entertainment. The study also reveals how pre-family men plan their time online and use digital content and technology to help them achieve their goals. According to this new study by Microsoft Advertising and MEC:
  • Bachelors in Asia use an average of eleven email addresses, three smartphones, and various social channels to stay connected to their first loves: their jobs
  • In addition to a strong purchasing power, the study proves that the pre-family man is influential and digitally savvy – almost one out of five is labeled as an innovator or early adopter of technology.
  • This segment is also becoming increasingly larger as the marital age of men in Asia continues to get delayed. The median age for first marriages of men in Asia rose to 32 in 2011.
  • The research shows that pre-family men are extremely focused on their work, career and earning money.  They need to be constantly connected, but conversely, they have access to too much information. Therefore, brands need to break through the barriers and engage with them how it really matters:
    • Look to provide a distraction or provide them with assistance needed to make tough choices.
    • Be wary of adding more information sources unless it is for a very specific need complementing the existing sources.
    • Appeal to their competitive nature.
    • Select the right content, by device, by time of day, and by mindset to maximize accessibility and engagement.
  • The pre-family man in Asia puts his job or career ahead of his other priorities (29 percent). This is followed by money (17 percent), love (17 percent), family (12 percent) and friends (8 percent).  Pre-family men in Europe, the Middle East and Africa highlight love as their first priority (75 percent). Within Asia-Pacific, Australian men follow the Westernized trend, prioritizing love over their career (32 compared to 14 percent). When pre-family men get closer to marriage, friends become less of a priority (dropping from 8 to 5 percent), while work, love, money and family all become increasingly important.
  • Pre-family men use technology to manage their daily online activity such as communication, entertainment and organizing finances. This signals the online behavior of pre-family men is often planned, even down to what they use the Internet for at different times of the day.
  • Pre-family men also use multiple devices interchangeably for practical reasons. The study reveals that laptops and PCs are the main devices used for social networking (at an approximate average of 70 percent), as compared to smartphones (25 percent).  Notably, pre-family men tend to use laptops and PCs for important emails and business transactions.
  • Except when commuting, their time spent online is relatively consistent; for example, the morning is spent doing more work and functional activities, while the evening is spent relaxing with videos, music and games. These insights can help marketers develop customized content – for each device and at different points of the day – to enhance the online experience.
  • Pre-family men get competitive when it comes to games.  Social networking or social connectivity provides them with the platform to not only play games but communicate their competitiveness among peers.
  • The results show that free social or app games on smartphones (56 percent) are played more frequently than games on portable (33 percent) or home (35 percent) console devices.
  • Pre-family men have the incessant need to stay connected with up-to-date information, and 77 percent say information helps them make better decisions.  In fact, they go online at least once a week for everything from news (94 percent), to sports (79 percent) to gossip and entertainment news (67 percent).
  • The study shows the need to be ‘in the know’ is driven by a fear of being less respected and lacking a cutting edge.  Given this, pre-family men tend to browse quickly through information potentially limiting their decisiveness, activity and creativity.
Bachelors in India: Digital Behaviour trends & Statistics: According to a study conducted by Microsoft India
  • Bachelors in India go online at least once a week for everything from news (95 percent), sports (87 percent) and gossip or entertainment news (67 percent). 
  • The need for the pre-family man to be ‘in the know’ is driven by his fear of being less respected and lacking a cutting edge. Pre-family men tend to browse quickly through information potentially limiting their decisiveness, activity and creativity.
  • Without technology, Pre-Family men anywhere in Asia feel naked as they use it to manage their daily lives. This is indicative of how planned their online behavior is, even down to what they use the Internet for, at different times of the day.
  • The study reveals that Job and Family are the two key aspects that dominate the lives of Single Men in India, with 36 percent prioritizing job or career ahead of everything else on the list of priorities which includes family (14 percent), money (13 percent), love (12 percent), and friends (6percent).
  • The research highlights that for social networking, Indian men love their big screens with 65 percent using laptops on the way to work as compared to 30 percent using smartphones, and 56 percent on the way back from work compared to 35 percent using smartphones.
  • The top three motivations for social networking for pre-family men in India include staying connected (49 percent), to be entertained (21 percent) and as a habit (18 percent).
  • Email is the leading online communications tool for men in India, as they use it to stay connected (28 percent), get things done (28 percent), and as a habit (24 percent).
  • They play free social or app games (40 percent) more frequently than games on portable (20 percent) or home (20 percent) console devices.
India’s Local News Sites See Significant Traffic from Outside of India:
  • The Times of India, which ranked as the largest site in the Newspaper category with nearly 7.9 million visitors in India (age 15 and older accessing from a home or work location), attracted 36.2 percent of its global traffic from outside of India in September.
  • Oneindia reached more than 4.4 million visitors in India in September 2011, with 31.6 percent of its global visitor base accessing from outside of the country
  • HT Media Ltd. saw 28.1 percent of visitation from outside of India. 
E-books, Tablets Users Statistics & Usage trends
According to the latest study from Pew Internet:
  • 19 percent of adults in the United States own a tablet, and 29 percent own either a tablet or an e-reader.
  • The share of U.S. adults who own tablets nearly doubled from 10% to 19% between mid-December 2011 and early January 2012
  • Similarly E-readers grew from 10% to 19% over that same time period.
  • These numbers suggest that most users own either a tablet or an e-reader. 
  • It took only one holiday shopping spree for the number of U.S. adults who own either a tablet or an ereader to jump to almost one third of the adult population – from 18 to 29 percent.
  • Since there was no new iPad in that period, it’s safe to assume that a big chunk of this growth can be attributed to Amazon’s Kindle devices and Barnes & Noble’s Nook line. Both companies reported exceptionally good holiday sales. Amazon said last Black Friday was the best day ever for Kindle, and Barnes & Noble reported record Nook sales during the nine-week holiday period at the end of 2011.
According to a latest report by UK-based Juniper Research published on Dec 1, 2011:
  • Ebook sales are expected to generate $9.7 billion worldwide in 2016, more than three times the $3.2 billion the category is expected to generate this year
  • Strong demand for tablets will drive the growth.  
  • Nearly 30% of all ebooks in 2016 will be downloaded to tablets.
  • Other devices will also play a part. Dedicated ereaders and ebookstores from existing brick-and-mortar chains such as Barnes & Noble will help fuel the transition from print to digital. 
  • The availability of ebookstore apps across an increasing number of devices, including Amazon’s Kindle app, will also play a role.
  • Currently, most ebooks are downloaded onto mobile handsets and most are Japanese manga books. 
  • Lately, Amazon — which dominates the ebook market in the U.S. — has been setting its sites on the growing global market, rolling out dedicated ereaders and stores for French, Spanish and Italian readers.
Mobile Users / Usage Trends and StatisticsMobile Searches & Mobile Ad Performance: Local mobile ad network xAd has released its first quarterly report detailing traffic trends and user behavior on its network. While all mobile ad networks offer geotargeting, xAd is one of a small number of  mobile networks that specializes in local (search and display). CPM rates are considerably higher than on more conventional mobile ad networks. It serves 10 billion monthly ad impressions. The data in the report were collected between July and September. According to the company:
  • 37 percent of general mobile consumers use their devices for local search, while 75 percent of smartphone owners conduct local searches (Google has reported even larger numbers)
  • Local search growth on xAd’s network has seen triple digit increases this year (with faster growth concentrated in apps vs. the mobile browser)
  • xAd sees 90 million local-search requests per month and over 250 million local-search requests per quarter
  • 62 percent of users conduct at least two local searches per month, while nearly a third (32 percent) of users do at least five local lookups per month
  • Tuesday and Wednesday are the most active days for local-mobile search, which peaks generally during the middle of the day
  • The top local search categories or lookups seen on xAd’s network in Q3 were the following
    1. Restaurants
    2. Gas stations
    3. Shopping
    4. Auto repair/dealers/rentals
    5. Fast food
    6. Cafes/coffee shops
    7. Travel & lodging
    8. Health & medical
    9. Bars & clubs
    10. Finance & legal
The network also reports on engagement and ad performance data, both in terms of apps vs. browser and iPhone vs. Android.
  • The report indicates that CTRs on ads in apps are 8 percent vs. 5 percent for browser.
  • Call-through rates, however, are higher on browser-based ads. This difference is attributed to feature phone users calling businesses rather than seeking more information on their handsets, which offer a more constrained user experience than smartphones.
  • The company reported that CTR rates on the iPhone and Android are roughly comparable, but that “secondary actions” are greater on iOS. These secondary actions can include calls, map/directions access, review lookups and so on. 
  • Calls are the most popular “post-search” secondary action (62 percent), followed by maps and directions lookups (35 percent).
  • The xAd report also discusses demographic data. As one might expect, the heaviest users of local-mobile search tend to mirror smartphone demographics generally: a slightly more male audience (55 percent), concentrated in the 25 to 44 age range, which is also more affluent ($75K+) and educated than the general mobile population.
For statistics & trends specific Mobile users, please read the post on Mobile Users and Usage Statistics & Trends

Digital Job Search & Hiring & Recruitment Trends
Digital Media can play a major role in finding a job whether a new one or a better one ! Check out some interesting trends statistics on Digital Hiring / recruiting & Job Search

Digital Social Media Usage Trends & Statistics
Online Social Blogging Statistics & Trends: A reference point in assessing the growth of Social Blogging space is Tumblr. After an explosive 2011, Tumblr is rolling full steam into the new year with impressive numbers that highlight the microblogging platform’s continue growth:
  • 15 billion monthly pageviews 
  • 120 million monthly unique visitors.
  • Last time Tumblr unleashed figures was in September when monthly pageviews hovered around 13 billion, up from 2 billion at the beginning of 2011, reflecting a 218% year-over-year increase.
  • To put the stats into perspective, blogs attract roughly 316 million people internationally who view 2.5 billion pages each month, while Reddit’s almost 35 million monthly unique visitors check out 2 billion pages. Facebook reportedly surpassed 1 trillion monthly pageviews in in mid-2011.
  • When looking at U.S. stats alone, however, sites trumped Tumblr blogs on average each month in 2011: 20.4 million vs. 10.9 million pageviews.
Read more about Tumblr as a blogging platform on our article Tumblr's User Growth Trends & Statistics 
For digital user statistics & trends specific to Facebook, please read the post on Facebook Users and Usage Statistics & Trends
For statistics & trends specific LinkedIn users, please read the post on LinkedIn Users and Usage Statistics & Trends
For statistics & trends specific Pinterest users, & Usage please read the post on Pinterest Users and Usage Statistics & Trends

Latest Digital / Online Shopping Statistics & Trends


  1. great information you shared--thanks!

  2. I just got a cheque for $500.

    Sometimes people don't believe me when I tell them about how much you can earn taking paid surveys online...

    So I show them a video of myself getting paid over $500 for participating in paid surveys.

  3. Nice information, valuable and excellent design, as share good stuff with good ideas and concepts, lots of great information and inspiration, both of which I need, thanks to offer such a helpful information here.
    360DigiTMG PMP Certification
    360DigiTMG PMP Certification in Malaysia
    360DigiTMG PMP Course
    360DigiTMG PMP Course in Malaysia

  4. I am impressed by the information that you have on this blog. It shows how well you understand this subject.
    data analytics course
    big data analytics malaysia
    big data course

  5. I like viewing web sites which comprehend the price of delivering the excellent useful resource free of charge. I truly adored reading your posting. Thank you!
    data science course

  6. Book sexiest escorts in Udaipurvadodara escort without paying any brokerage charge to the Brokers.udaipur escort Directly contact by us calling on pushkar escortsthe above phone number or email on.indore escorts Ring us or mail us to our manager,pushkar escort service tell them what you want.udaipur escorts Both options are available Incall and Outcall;pushkar call girls you may prefer what you want.udaipur call girls We are giving you our Udaipur Escorts Services at very low-cost.vadodara call girls We bet you that you couldn't find thisvadodara escort service advantage in any other agency of Udaipur.udaipur escort service

    These cheap call girls are making youindore call girlstotally crazy with their excellent performance on the bed.ajmer escort So for what you are waiting?pushkar escort Make a call to us right now and grab our escort girl in your hands.ajmer escorts They are eagerly waiting for your phone call.ajmer call girls Come on feel the real plindore escort serviceeasure today with our hi-fi Call Girls in Udaipur.indore escort

  7. We offer German language training at an affordable cost in Chennai. We follow standard CERF (the Common European Framework of Reference for Languages). We offer A1, A2, B1, B2.

    German School


Post a Comment