"Overall digital growth has slowed over recent years, but this is to be expected as internet users reach “supermajority” status. However, while almost two thirds of the world’s total population is now online, 2.7 billion people remain “unconnected” at the start of 2024, and adoption rates across Sub-Saharan Africa remain well below 50 percent. But user growth isn’t the only indicator of digital progress, and our extensive collection of behavioural data also reveals important findings. In particular, it’s interesting to see that the amount of time that people spend online has increased again this year, following the declines that we reported in 2023. It’s a different story for TV though, with the latest data suggesting that global viewing times have been declining steadily over recent months. We’re also seeing some intriguing changes in the world’s social media behaviours. TikTok continues its rapid ascent, with the platform’s reach and average time per user seeing impressive gains over the past year. Meanwhile, Instagram has overtaken WhatsApp to become the world’s “favourite” social platform, and Facebook continues to grow, in stark contrast to click-bait
headlines. The top platforms aren’t the only ones enjoying strong growth though, and our newly expanded social media dataset reveals some valuable insights into LinkedIn, Snapchat, Weibo, Kuaishou, and Discord. Similarly, an exploration of the use of hashtags across platforms reveals some fascinating insights into the interests and motivations of the world’s social media users." (Page 3)