Internet Statistics & Facts for 2018
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What conversion rate technique did Barack Obama use to earn $60 million?

How many daily active users does Facebook have?

What’s the most visited website on the internet?

These answers and much more in our annual report of internet statistics and facts for 2018.

Global Internet Statistics 2018

There are 4.02 billion people using the internet (as of January 30th, 2018). This represents 53% of the world’s population. And of these 4.02 billion, about 248 million people came online for the first time in 2017. Compared to 2017, there’s been a 7% increase in global internet users.

In America alone, there are 741 million people using the internet today. This makes up 73% of the entire population, with 3% of these (23 million) coming online for the first time in 2017.

Qatar and United Arab Emirates (UAE) hold the highest internet penetration rate at 99%, while North Korea and Eritrea have the least at 0.06% and 1% respectively.

With a 35% internet penetration rate, the number of people who’re currently online in Africa stands at 435 million. This is a 20% increase from last year (2017), which means the number of people who came online for the first time is 73 million.

Asia-Pacific has the largest number of internet users, standing at 2 billion. Of these, 5% or 98 million are first time users. With a total population of 4.2 billion, the region’s internet penetration rate stands at 48%.

With a total population of 843 million, Europe has an internet penetration of 80%. This means the number of people using the internet is 674 million. And of these users, 37 million came online in 2017, representing a 6% increase.

Roughly 164 million people in the Middle East are now connected to the internet (68% of the entire population). Of these, 17 million came online in 2017 (11%).

The people of Thailand spend the most time on the internet, at an average of 9 hours and 38 minutes. The least average time spent is by people of Morocco at only 2 hours and 58 minutes. In the United States, people spend an average of 6 hours and 30 minutes.

43% of internet users use a laptop or desktop to go online, 52% use a mobile phone and 4% use a tablet. Based on the reduced number of laptop, desktop, and tablet users (by 16% combined), it’s clear that more people are using mobile.

56% of all internet traffic comes from an automated source (bots) and only less than half is from actual humans.

Website and Website Traffic Statistics 2018

There are over 1.8 billion websites in the world today.

Google is the most visited website in the world, followed closely by Facebook, YouTube, and China’s Baidu. Amazon is the 10th most visited website.

Of the top 10 million websites in the world, 51.2% use the English language. Following this are Russian, German, Japanese and Spanish (in that order).

If an image doesn’t load or takes too long to load, 39% of internet users will abandon the website.

44% of website visitors will leave a site if there’s no contact information and 51% believe that contact information is the most important for any business.

86% of people want to see a company’s products or services page before navigating to other parts of a website.

When on a company’s website, 56% of people will use the Menu function to navigate while 36% will click on the company logo to find the homepage.

In the US, Google is the most visited website on desktop with 209 million monthly visitsMicrosoft comes in second with 156 million, Yahoo in third with 128 million, and Facebook in fourth with 125 million. Amazon follows in fifth place with 103 million monthly visits.

Web Hosting Statistics & Facts 2018

WordPress is the most popular content management system (CMS) with a market share of 60%. Additionally, it powers almost one in three websites worldwide (30.2% of all websites) and is responsible for over 2.5 billion posts.

Joomla is the second most popular CMS with a market share of 6.3%, followed by Drupal at 4.4% and Magento at 3.3%.

Based on the top 10 million websites on the internet, WordPress, Squarespace, and Wix are the fastest growing CMS in 2018.

GoDaddy is the most used web hosting provider at 6.2%, followed by Amazon at 5.5%, and OVH at 4.5%.

Slow websites result in $500 million of lost revenue per year in the US alone, with a reduced conversion rate of 7% for every second.

Improving website speed can increase conversion rates by up to 74%, according to a study of 33 major retail online stores.

The global shared hosting market will reach $18.7 billion in 2018.

Google’s Chrome holds the largest browser market share in the world, representing 75.7%. It’s followed with a large margin difference by Firefox at 13.6%. In third place is Internet Explorer (IE) at 4.6%, followed by Safari at 3.7% and Opera at 1.1%.

Blogging Statistics 2018

76.5 million blogs worldwide are currently running on WordPress.

The number of blogs in the world is expected to reach 3.12 billion by 2020. In the U.S alone, the number is expected to reach 31.7 million.

Blog articles with images get 94% more views than those without images.

53% of marketers say blog content is their top priority for their inbound marketing tactics.

47% of buyers read 3 to 5 pieces of content before speaking with a sales representative.

B2B marketers who use blogs get 67% more leads than those who don’t blog.

Domain Name Statistics 2018

The most popular top level domain extension is .com, with a popularity of 46.8%, followed by .ru (Russia) at 5.1%, with .org coming in third at 5% and .net in fourth at 4.3%.

For generic top-level domains (gTLDs), .xyz is the leading extension with 5.6 million registered domains. This is followed by .top and .loan at 3.4 and 2.17 million respectively. The least popular is .bid with 0.4 million registrations.

There are over 330.6 million registered and active domain names in the world today, across all top-level domains (TLDs).

Ecommerce Statistics & Facts 2018

Approximately eight out of every ten Americans regularly shops online.

Globally, roughly 1.66 billion people buy goods online, which is estimated to rise to 2.14 billion by 2020.

PayPal is the most preferred method of payment by online consumers worldwide, with a backing of 40%.

An estimated 80% of internet users are expected to make at least one online purchase in 2019.

Global Ecommerce sales have reached $2.3 trillion, and are estimated to hit $4.48 trillion by 2021. 12.1% of these sales are attributed to the Asia-Pacific region, North America holds 8.1% of these sales, and Middle East and Africa combine to make up  1.8%. 

eCommerce is estimated to account for 17.5% of the total global retail sales by 2020.

Desktop PCs account for the largest number of eCommerce orders, but smartphones have surpassed desktop for the total number of retail website visits.

The top reasons people don’t make purchases through smartphones are security concerns (20%), inability to see product detail (19.6%), inability to navigate (19.3%) and difficulty to input details (18.6%).

11% of online shoppers make a purchase through their smartphones on a weekly basis.

China has the world’s largest B2C eCommerce market and the highest penetration of online shoppers.

India is expected to have the highest eCommerce Compound Annual Growth Rate (CAGR) between 2016 and 2021.

Globally, retail website visits by smartphone have surpassed other devices with 57% of all visits coming from mobile devices.

Fashion is the most popular online shopping category worldwide, and the average annual transactions per capita in the US stands at 19.

Online shoppers represent 28% of the total global population and the average annual revenue per shopper stands at $833.

People in the UK are the biggest spenders online, with an average annual spend of $2,000 per person.

In the US alone, electronics generated more than $63.2 billion in eCommerce sales for the year 2017.

67% of consumers will consider the quality of an image before selecting and purchasing a product.

Of all eCommerce visits made through Android worldwide, 2.02% converted into purchases.

Online customers believe that product images are more important than product information at 60%, over long descriptions (54%) and ratings (53%).

Globally, most online stores are created using WooCommerce representing a 10% market share. This is followed by Magento at 7%.

Conversion Rate Statistics & Facts 2018

Only 52% of companies that use landing pages to convert visitors also test them to improve conversions.

Longer landing pages have the capacity to generate up to 220% more leads than shorter ones.

For optimum conversions, the maximum number of forms you should have on a landing page is three.

Removing the navigation menu can increase conversion rates by 100%, yet, only 16% of landing pages have removed the navigation menu.

A/B testing can help grow your conversions by a significant margin. Notably, Barack Obama raised $60 million from split testing.

The average conversion rate for a Facebook ad is 9.21%.

Only 22% of businesses are happy with their conversion rates. And for every $92 spent attracting customers, only $1 is spent converting them.

The conversion rate for global online shoppers stands at 3.26%, with iOS purchases representing 2.59%.

User generated content on Instagram results into a 4.5% higher conversion rate.

Content marketing converts better than other methods, generating an average of 6x more leads.

Online Advertising Statistics & Facts 2018

Approximately 95% of Google’s revenue is as a result of online advertising.

85% of all clicks on display ads comes from only 8% of all internet users. Only 1 in 1000 display ads gets a click.

Non-human website traffic ranges between 4% and 11%, and this is inclusive of fraud.

Over 70% of marketers don’t use behavioral data to target consumers and 60% of video advertisers lack the tools required to measure metrics.

Mid-roll video ads, which are ads placed in the middle of a video, have the highest completion rate at 97%. This is followed by pre-roll ads (shown before a video starts) at 75% and post-roll (placed after video plays) at 45%.

Video ads that run up to 30 seconds experience a high completion rate of 90%, with 20-seconds long ads recording a rate of only 60%.

Digital advertising spending has reached $229.2 billion worldwide and is expected to increase to $335.5 billion by the year 2020.

Google’s share of the worldwide digital advertising revenue is expected to drop from 32.8% in 2016 to 32.3% in 2019.

Mobile internet advertising spending is projected to grow from $109 billion to over $247 billion in 2020.

At least 615 million devices currently use AdBlock, with an estimated 11% of the global internet population blocking advertising on the web.

Social Media Usage Statistics 2018

The number of active social media users in the world today stands at 3.19 billion, or 42% of the entire population.

2.95 billion people use a mobile phones to access social media, representing 39% of the total global population.

Social media penetration in the US now stands at 71%, in South Korea it’s at 84%, while in China it’s 65% of the country’s population.

Ranked by region, Asia (East, Southern, and South East) has the highest number of social media users at 1.78 billion. Northern America is ranked 5th with 255 million users.

Ranked by country, United Arab Emirates (UAE) has the highest social media penetration at 99%, South Korea comes in at number 8 with 84% and North Korea maintains the last position with 0.06%.

Social Media Marketing Statistics 2018

Facebook is the most popular social media platform among marketers at 94%, followed by Twitter at 68%, LinkedIn at 56% and Instagram at 54%. YouTube comes in fifth place with 45%, followed by Pinterest at 30% and Snapchat at 7%.

At least 91% of marketers want to know the most effective social tactics and the best way to engage consumers on social media.

92% of marketers believe social media is an important tool for any business, but only 38% say they’re able to measure return on investment (ROI) for their social media activities.

Nearly 20% of marketers spend more than 20 hours on social media each week. 64% spend 6 hours or more and 41% spend 11 hours or more.

69% of marketers enjoy lead generation benefits from social media after spending as little as 6 hours or less.

Most marketers view increased exposure and increased traffic as the top benefits for social media marketing, at 88% and 78% respectively.

In terms of follower loyalty and industry expertise, marketers say social media contributes 69% and 66% respectively.

61% of marketers plan to use Live Video such as Facebook Live and Periscope in 2018 and a significant 69% want to learn how to use live video.

85% of marketers use visuals in their social media marketing and 73% have plans to increase their visuals usage.

Visual images are the most popular content type used by marketers on social media, standing at 85%. In 2nd place is blogging at 66%, followed by video at 57%, live video at 28% and podcasting at 8%.

75% of marketers plan to increase their use of video, 73% want to increase visual images and about 2 out of 3 marketers want to increase their blogging activities.

26% of marketers plan to increase their podcasting efforts while 40% have plans to podcast.

Most marketers say they want to learn more about video at 74%, live video is second at 69%. In third place is visual images at 65%, followed by blogging and podcasting at 63% and 45% respectively.

74% of marketers want to learn how they can incorporate Facebook Messenger and similar apps. On the other hand, 61% want to learn about VR and 360 video, while 59% are interested in AI and bots.

Facebook Statistics & Facts 2018

The number of people on Facebook is around 2.2 billion.

There are 1.4 billion daily active Facebook users and 2.13 billion monthly active users (as of December 2017).

40% of marketers are not sure their Facebook marketing is working and 53% have seen a decline in exposure of their Facebook News feed.

Facebook is the most important social platform for marketing, with a popularity of 62%. LinkedIn comes in second at 16%.

93% of marketers are currently using Facebook ads, while 64% plan to increase their Facebook ads activities.

68% of marketers say they want to increase their posting frequency on Facebook.

Instagram Statistics & Facts 2018

There are over 1 million monthly advertisers on Instagram, 800 million active monthly users, and 25 million businesses using the platform.

80% of Instagram users live outside of America.

Two-thirds of Instagram users who visit a business on the platform don’t follow the brand.

80% of Instagram users follow at least one brand and 60% learn about a product or service for the first time through the platform.

71% of businesses currently use Instagram for marketingwhich is almost twice the number reported for the preceding year (48%).

At least 30% of Instagram users have purchased a product for the first time on the platform, and Instagram revenue is estimated to reach a high of nearly $7 billion in 2018.

54% of marketers use Instagram, while 63% plan to increase their marketing activities on Instagram and 71% want to learn how to use the platform.

54% of marketers use Instagram, while 63% plan to increase their marketing activities on Instagram and 71% want to learn how to use the platform.

24% of marketers are currently using Instagram ads in their marketing efforts and 42% plan to increase their ads usage.

Instagram ads increased by 28% (from July to December of 2017) and single videos make up 25% of all ads on the platform.

Posts shared on Instagram with a location get 79% more engagement than those without. 70% of all Instagram posts don’t get any viewership.

Instagram users engage more on weekdays making these the best times to post on the platform. Nearly 80% of influencers believe Instagram to be the most popular platform for brand collaboration.

Images generate 35% more engagement than videos on Instagram, with 65% of the top performing posts being product based.

Twitter Statistics & Facts 2018

There are approximately 330 million monthly users on Twitter.

Twitter increased its maximum number of characters from 140, up to 280 for a single post.

Katy Perry is currently the most followed person on Twitter with 108.7 million followers worldwide. She’s followed closely by Justin Bieber at 105.2 million, and former US president Barack Obama at 99.5 million.

Marketers tweet an average of 6 times per day, with 55% planning to increase their posting frequency.

Usage of Twitter ads by marketers stands at 15%, with 30% planning to increase their ad activities.

LinkedIn Statistics & Facts 2018

There are over 500 million users on LinkedIn. This is an increase from the 467 million reported in October 2017.

57% of all LinkedIn website traffic comes from mobile devices

The average number of times marketers publish on LinkedIn stands at 4 times a day, and more than half of marketers plan to increase their posting frequency.

16% of marketers currently use LinkedIn ads to market their business and 29% plan to increase LinkedIn ads.

YouTube Statistics & Facts 2018

There are 1.5 billion YouTube users logged into the platform on a monthly basis, and the platform receives 30 million visits per day.

62% of YouTube visitors are Men and 38% of YouTube users Women

More than half of all YouTube views come from a mobile device.

20% of YouTube users will abandon your video after the first 10 seconds.

YouTube is available in a total of 75 languages, covering 95% of the total internet population.

The amount of time people spend watching videos on YouTube has gone up by 60% year-over-year.

The amount of time people spend watching videos on YouTube has gone up by 60% year-over-year.

Content Marketing Statistics 2018

Content Marketing is considered the most effective digital marketing technique, followed by AI, Machine Learning and Big Data.

For every $1 spent, content marketing gets 3x more leads than paid search. Compared to outbound marketing in general, content marketing costs 62% less.

Businesses that publish content more frequently get more website traffic. In fact, those that publish 16 posts or more in a month get 3.5 times more web traffic than those publishing 0-4 posts.

61% of online consumers in the U.S make a purchase after reading recommendations for a product or service on a blog.

Small businesses that utilize content generation (blogs) see up to 125% more leads than those who don’t.

The top inbound marketing priority among 61% of marketers is improving SEO and growing organic presence.

66% of marketers use blog content in their social media posts. And of these, B2B marketers are more likely to use blogs (65%) than their B2C counterparts (61%).

Mobile Internet Statistics & Facts 2018

Mobile devices account for 49.7% of all web page views worldwide (excluding tablets), with Asia and Africa on the lead at 65% and 59% respectively. In these two regions, Kenya has the highest rate of internet traffic from mobile, followed by Nigeria, Singapore and India.

The mobile internet represents a 52.6% market share of the total global online traffic and 61.2% of the entire global mobile population is expected to access the internet through mobile in 2018.

In the United States alone, 65% of all the time spent by users online is through a mobile device. An estimated 52.3 million people will be mobile-only internet users by 2021.

The total number of smartphone users in the world is estimated to reach 2.87 billion by 2020. This is an increase from 2.1 billion users in 2016.

Google Chrome remains the most popular web browser among mobile internet users worldwide (as of October 2017).

60% of all videos watched on the internet in 2017 were watched from a mobile phone.

Norway has the fastest mobile internet connection at 61.2 mbps, while Iraq has the slowest at 4.1mbps.

68% of the world’s population use a broadband mobile connection. By contrast, everyone with internet access in North Korea (16,000 people) are connected using broadband.

Internet Security Statistics 2018

There are currently 190,942 websites detected as phishing sites (Q3 2017). This is a significant increase from the 146,372 sites detected four months earlier.

By 2021, the estimated damage costs arising from cyber crime is expected to reach $6 trillion

Cybersecurity spending was reported to be $86.4 billion in 2017, excluding Internet of Things (IoT) and automotive securities. The number is expected to exceed $1 trillion for the period ending 2021.

Humans are now ahead of machines as the top target for cyber criminals, with the surface expected to reach 6 billion people by 2022.

Ransomware damage costs are expected to reach $11.5 billion in 2019 with one business falling victim in every 14 seconds.

There is a cyberattack affecting 1 in every 3 people in the US every 39 seconds.

The most common cyber attacks impacting companies are web-based attacks at 64%, followed by phishing & social engineering attacks at 62%. Malicious code and bots affect 59% of companies.

At least 75% of the healthcare industry has been affected by malware in the last year.

More than 209,000 jobs remain open in the U.S cybersecurity industry, representing an unemployment rate of 0%. This number is expected to reach 1.5 million by 2019.

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Internet Statistics & Facts for 2018

Written by Alex Jasin

Last Updated: March 26, 2018