The way we consume digital content is evolving rapidly — and the numbers prove it.
According to the Digital 2025 April Global Statshot Report by We Are Social and Meltwater, the average internet user now burns through 21.6 GB of mobile data per month. That’s more than the total bandwidth of the internet in 1984, packed into everyday scrolling, streaming, and searching.
Behind the headline stats lies a clearer picture of how people engage with digital platforms. A staggering 5.64 billion people — or 68.7% of the global population — are now online. Meanwhile, 5.31 billion are active on social media, with WhatsApp, Instagram and Facebook leading in user preference among those aged 16 and over.
These patterns signal a major shift for communicators. Whether in public relations or digital marketing, professionals are adapting to audiences who expect tailored, high-quality content in real time. Notably, users now spend an average of 33 hours and 23 minutes each week consuming online media — with 6 hours and 37 minutes dedicated to short-form video alone.
Read more: How audience behaviours shape the future of content creation
But producing content at that pace presents challenges. More than half of marketers (53.3%) cite limited team capacity as the main barrier to managing social media effectively. Others struggle with producing enough video or working within clear processes. Yet with users spending more time watching Reels, TikToks and Stories than ever before, the demand is only growing.
Another telling detail? While 91.5% of internet users watch online videos weekly, 81.8% still engage with traditional press, and 86.4% continue to consume TV content. This crossover suggests audiences want both speed and substance — a balance of snackable content and deeper storytelling.
In response, some teams are rethinking workflows entirely, using smarter scheduling tools and refining briefs to cut production time without compromising quality. Others are doubling down on audience research, seeking out insights that shape not just what they say, but when and where they say it.
As online behaviours become more complex, so do the expectations on communicators. People are using digital spaces not just to be entertained, but to stay informed, stay connected and make decisions. It’s no longer about chasing trends — it’s about understanding how people live online, and crafting stories that respect their time, values and attention.
