Email is at least somewhat popular with consumers, the older generations being particularly fond of it. But it pales beside social media, which now has 5.04 billion users worldwide and a growth rate above 5% judging by Digital 2024: Global Overview Report, a study by Meltwater. 

Of 8.08 billion people on earth, 5.35 billion are now using the internet, 66.2% of the total global population. And the percentage has hit 97.1% in the U.S. But overall growth has slowed to 1.8%, perhaps because users have attained a “supermajority,” writes Simon Kemp, chief analyst, DataReportal.  

However, 2.7 billion people are not connected, and adoption rates across Sub-Saharan Africa are below 50%, Kemp adds. 

Meanwhile, 41.25 of internet users now own virtual reality devices, a 5.9% increase YoY. And smart-home device ownership now stands at 48.4%, reflecting a 3.6% growth rate.

In addition, while mobile internet usage has slipped by 3.2%, it still has a 97.1% share.

Worldwide, the most popular types of websites and apps are:

• Chat and messaging — 94.7%
• Social networks — 94.3% 
• Search engines or web portals — 80.7% 
• Shopping, auctions, or classifieds — 74.3%
• Maps, parking, or location-based services — 54.4%
• Email — 49.5% 
• Music — 48.1%
• Weather — 42.2% 
• News — 40.3% 
• Games — 32.4% 
• Mobility services (e.g. ride-hailing, bike hire) — 29.8% 
• Banking, investing, or insurance — 26.6%
• Sports — 25.8% 
• Travel — 24.5%

Among the generations, email is used by 57.6% of people in the 55-64 age cohort and 52.6% of those ages 45-54. In contrast, it is utilized by 42.5% of consumers in the ages 16-24 group and 46.1% who are ages 25 to 34. 

Younger people are more likely to discover new brands via social media. In contrast, middle-aged individuals rely primarily on search engines and boomers on TV.  

But the main channels for online brand research are as follows: 

• Search engines — 50.3% 
• Social networks — 46% 
• Consumer reviews — 37.2% 
• Product & Brand Websites — 33.3% 
• Mobile apps — 28% 
• Price comparison sites — 26.8%
• Video sites — 22% 
• Discount voucher sites — 19.4% 
• Q&A sites — 18.6% 
• Brand & product blogs — 17.9%
• Specialist review sites — 15.9%
• Messenger services — 14.6%
• Forums & message boards — 13.5%
• Micro-blogs — 12.9% 
• Videos — 12.4% 

Online shoppers are largely motivated by free delivery (50.6%), coupons and discounts (39.3%), easy returns policy (33.2%), simple online checkout (30.6%) and customer reviews (30.5%).   

Finally, why do people use the internet at all? They turn to it for: 

• Finding information — 60.9%
• Staying in touch with friends and family — 56.6% 
• Watching videos, TV shows or movies — 52.% 
• Keeping up with news and events — 51.9%
• Researching how to do things — 49.4% 
• Finding new ideas or inspiration — 46.1%
• Accessing and listening to music — 45.1%
• Researching products and brands — 43.7%
• Filling up spare time and general browsing — 42.6% 
• Education and study-related purposes — 38.8%
• Researching places, vacations and travel — 37.9% 
• Researching health issues and healthcare products — 35.2% 
• Managing finances and savings — 34.2% 
• Business related research — 29.9% 
• Gaming — 29.3%