Digital 2026: Global Overview Report

Global internet penetration has reached 5.5 billion users, with mobile devices serving as the primary gateway for the vast majority of online activity.

Active social media identities have surpassed 5.2 billion globally, with a marked shift in user behavior toward purposeful search and product discovery over passive scrolling.

Digital growth is currently concentrated in South Asia and Africa, while mature markets in North America and Europe are pivoting toward increasing average revenue per user through AI and personalization.

Video-centric and short-form content platforms continue to dominate engagement metrics, dictating how brands interact with global audiences.

The digital economy is increasingly defined by mobile-first commerce, driven by the integration of seamless payment systems into non-retail applications and the rise of social commerce.

Users are increasingly diversifying their digital footprint by spreading their time across multiple social platforms rather than relying on a single ecosystem.