Sunday 27th May 2018

218 internet facts and statistics for 2018

Internet Stats

The number of devices connected to the internet will be 3x higher than the total global population by 2021. [134]
There are now more than 4 billion internet users worldwide (53% of the global population) [15]
  • There are 1,805,260,010 websites online
  • The internet was comprised of 4.4 billion web pages in 2016
  • As of 31st December 2017, there are 332,400,000 registered domain names
  • Insurance.com was the most expensive domain name ever sold, amassing $35.6 million in 2010
  • Bots are responsible for more internet traffic than humans. In 2016, 52% of all internet traffic was from bots
  • The average desktop page size is now 3,454 Kb. That’s an increase of 1MB in the last year
  • Images make up 51% of the average total page size
  • As of January 2018, Google Chrome is the most popular browser in the world with a 56.31% global market share. Safari is second on 14.44% and UC Browser is 3rd on 8.29%
  • Google is the most popular search engine worldwide with a global market share of 69.97%. Baidu is in second place on 14.51%
  • Google.com is the most visited website on the internet, followed by Facebook.com, YouTube.com and Baidu.com
  • Lycos.com was the most visited website online in 1999. In 2018, it’s the 23,979th most visited website online
  • English is the most common language for web content (51% of all content is in English), followed by Russian (6.8%) and German (5.6%)
  • Yahoo! was originally called “Jerry and David’s Guide to the Worldwide Web”
  • While the vast majority of revenue is still generated by desktop users, 52% of global internet traffic uses a smartphone while 43% uses a desktop computer
  • The number of devices connected to the internet will be 3x higher than the total global population by 2021
  • Content delivery network traffic will carry 71% of all internet traffic by 2021
  • The countries with the largest share of mobile traffic are: Kenya (83%), Nigeria (81%) and India (79%)
  • There are 3.7 billion email users worldwide. This is expected to increase to 4.1 billion by 2021
  • There are an estimated 5.2 billion email accounts in the world
  • 269 billion emails are sent and received each day. This is expected to increase to 319.6 billion by 2021
  • Spam messages account for 59.56% of email traffic worldwide. The USA receives more spam than any other country (12.8% of all global spam emails)
  • The global WWW is powered by 75 million web servers
  • Global internet data consumption is projected to hit 607 terabytes per second in 2020
  • 2015: It would take 2% of the space of the Amazon rainforest and 305.5 billion pages to print out the entire internet
  • In an unprecedented move, it took the Egyptian Government one night to shut down the internet for 88% of the population of Egypt in 2011
  • Egypt faced another major internet connectivity issue in 2013, when a saboteur intentionally cut an undersea cable and caused interruption to internet services for 60% of Egyptians
  • Thailand is the most popular market for virtual private networks, with 24% of users in Thailand making use of a VPN. Indonesia is the second most popular market (22%) and China is third (20%)
  • As of December 2016, 615 million people worldwide use ad blockers
  • There are now more than 4 billion internet users worldwide (53% of the global population)
  • China has more citizens online than any country (772 million)
  • Internet users in Thailand spend more time online than users in any other country (9 hours and 38 minutes per day)
  • At 99%, Qatar has the highest internet penetration of any country
  • The average person’s attention span has fallen from 12 seconds in 2000 to 8 seconds in 2015
  • The number of devices connected to the internet is expected to increase to 40 billion by 2020
  • The first website went live on 6th August, 1991. Its publisher was the inventor of the WWW, Tim Berners-Lee  You can view the first ever website here
  • If he could change anything about the internet, Tim Berners-Lee says he would remove the ‘unnecessary’ slashes after ‘HTTP:’

Hardware, software and infrastructure stats

The internet ran out of IP addresses on 1st July, 2015 (IPv4) [31]
The longest undersea telecommunications cable in the world spans 24,000 miles across Europe, Asia and Africa. It’s called ‘South East Asia – Middle East – Western Europe 3’ [33]
  • Android is used by 40.05% of the global population and overtook Windows as the most popular operating system in the world in 2017
  • Windows has a global market share of 36.56% and iOS, the world’s third most popular operating system, has a global market share of 12.9%
  • There are 285 internet cables at the bottom of the ocean and 22 of them aren’t currently in use. The average life expectancy for a single cable is 25 years
  • The longest undersea telecommunications cable in the world spans 24,000 miles across Europe, Asia and Africa. It’s called ‘South East Asia – Middle East – Western Europe 3’
  • In 2013 it was reported that western intelligence agencies had intercepted the SEA-ME-WE 3 cable
  • Undersea telecommunications cables have been attacked by sharks (sharks like to gnaw on them). Google has wrapped their fibre optic cables in Kevlar to prevent further attacks
  • Undersea cables aren’t new, they’ve been around since 1860
  • Owed to the global outrage caused by Edward Snowden’s revelations, Brazil has begun laying its own internet cables which bypass the US entirely (they will even be installed without the assistance of any US companies)
  • The internet ran out of IP addresses on 1st July, 2015 (IPv4)
  • The IPv4 address space creates the potential for 4,294,967,296 IP addresses to exist. The IPv6 address space creates the potential for 340,282,366,920,938,463,463,374,607,431,768,211,456 IP addresses to exist
  • The human brain has an estimated storage capacity of 1,000,000 GB
  • Apache has a web server market share (by domains) of 38%, while Microsoft and Nginx enjoy 27% and 20%
  • 360 x 640 is the most popular screen resolution in the world with a 23.12% market share. 1366 x 768 is the second most popular resolution with a market share of 12.12%. Full HD (1920 x 1080) has a global market share of 7.69%
  • JPEG is the most requested image format (45%), followed by PNG (28%) and GIF (23%)
  • 71% of pages online use custom fonts
  • 30% of pages online generate an error response code
  • 70% of pages transfer more than 400Kb of images
  • Running at 161Mbps, the country with the fastest average fixed internet speed is Singapore
  • The fastest internet connection is 1.5 terrabits per second. That’s fast enough to download 44 high definition films in a single second
  • The world’s biggest consumer hard drive can store 16TB of data
  • The WordPress content management system is used by 29.4% of websites
  • The emergence of HTTP/2 was the first update to HTTP in 16 years

E-commerce stats

Google organic search contributes 41% of all e-commerce sales. The 2nd most valuable source is Google CPC, the 3rd is ‘direct’ (17%), the 4th is email (6%) and joint 5th with Bing is Facebook organic (2%) [78]
A 1 second delay in page load can reduce conversion rate by up to 7% [84]
  • As of 2017, Amazon generates $5,636 revenue per second, $487 million revenue per day, $14.8 billion revenue per month and $117.86 billion revenue per year
  • February 2018: Amazon.com attracts 2.69 billion visits per month
  • At the end of 2015, Amazon announced it has 304 million active customers
  • Amazon had 566,000 employees at the end of 2017. That’s more than the population of Iceland.
  • The world of B2C e-commerce will generate $2.29 trillion in 2018
  • The world of B2B e-commerce is projected to be more than double the size of the B2C market by 2020, with projected sales of $6.7 trillion.
  • E-commerce accounts for only 10% of total global retail sales of $22.737 trillion
  • Total e-commerce sales are expected to grow to 14.6% of total retail sales by 2020
  • 77.5% of e-commerce sales are made by desktop users
  • The average global add-to-basket conversion rate is 3.63% for desktop users and 1.25% for smartphone users
  • The biggest shopping day of the year occurs on 11th November and is called Singles’ Day (an anti-valentine’s day in China). Estimates suggest close to $20 billion is spent in 24 hours
  • Google organic search contributes 41% of all e-commerce sales. The 2nd most valuable source is Google CPC, the 3rd is ‘direct’ (17%), the 4th is email (6%) and joint 5th with Bing is Facebook organic (2%)
  • Google organic search drives 43% of all e-commerce traffic while Google CPC drives 26% of all e-commerce traffic. Facebook was the highest contributing social media website, driving 3% of all e-commerce traffic
  • Users in the UK are the biggest spenders, having spent on average $5,900 with online payment cards per capita in 2015. Norway is second ($5,400), the USA is third ($4,500) and Australia is fourth ($4,000)
  • 44% of all users start a product search at Amazon, while 34% start a product search at a search engine
  • 40% of US males aged 18-34 say they would ‘ideally buy everything online’ compared to 33% of females in the same age bracket
  • According to Walmart, a 1 second improvement in page load time increases conversion rate by 2%
  • A 1 second delay in page load can reduce conversion rate by up to 7%

Interesting internet sales, earnings, acquisitions and valuations

Blockbuster previously passed on an opportunity to buy Netflix.com for $50 million. Blockbuster is now out of business and, as of 2015, Netflix.com is valued at $32.9 billion.
Bebo, a social network with 40 million users, was bought by AOL for $850 million in 2008. It was sold back to its founder for $1 million in 2013. [88]
  • Sanmay Ved purchased the domain Google.com for $12 in 2015. He only owned it for 1 minute before it had to be transferred back
  • Microsoft forgot to renew the Hotmail.co.uk domain in 2003, and their Passport.com domain in 1999. In both instances the domain names were returned to Microsoft by the new owners
  • Blockbuster previously passed on an opportunity to buy Netflix.com for $50 million. Blockbuster is now out of business and, as of 2015, Netflix.com is valued at $32.9 billion.
  • In one of the best internet acquisitions of all time, Google purchased Android for an estimated $50 million in 2007
  • MySpace passed on an opportunity to buy Facebook for $75 million in 2005. MySpace was eventually sold in 2011 for $35 million while Facebook generated revenue of $12.97 billion in Q4 of 2017.
  • Yahoo! famously passed on an opportunity to purchase Google.com in 1999 for $1 million
  • Yahoo! offered $1 billion for Facebook.com in 2006
  • Microsoft attempted to buy Yahoo! for $49.6 billion in 2008. The offer was rejected.
  • Yahoo! paid $5.7 billion to purchase a video streaming service, Broadcast.com, in 1999
  • Verizon purchased Yahoo! in 2017 for $4.4 billion.
  • Bebo, a social network with 40 million users, was bought by AOL for $850 million in 2008. It was sold back to its founder for $1 million in 2013
  • Sun Microsystems nearly bought Apple in 1996
  • General Electric passed on the opportunity to buy Apple for $2 billion in 1996
  • Microsoft tried to buy Nintendo for $25 billion in 1999. They failed and then launched the Xbox in 2001
  • Groupon turned down a $6 billion offer from Google in 2010
  • Instagram was acquired by Facebook for $1 billion in 2012
  • YouTube.com was acquired by Google for $1.65 billion in 2006
  • In 2010, on the same night they fired their head coach, the Dallas Cowboys forgot to renew their domain name. Their domain was grabbed and their website was replaced by a picture of two children playing football and a message stating the domain was available for sale
  • A mysterious domain speculator called Yun Ye began buying domain names in 1998. He amassed a portfolio of 100,000 domain names and his annual revenue was reported to be $20 million. He solid his portfolio to a company called Marchex.com for $164 million in 2004
  • Boo.com – a clothing retailer which attempted to be the ‘Amazon’ of clothing – is often regarded as the greatest .com bust in history. Founded in 1999, it spent $135 million of venture capital in 18 months. Owed to trying to simultaneously launch in multiple countries, come May 2000 it was liquidated.
  • It costs $3,500 to submit an application to ICANN to become a domain registrar. You have to pay an additional $4,000 per year to main registrar status and you have to demonstrate you have at least $70,000 of working capital. You’d also have to pay a per-domain fee for each domain registered through your registrar

Marketing and advertising stats

Most content creation has no impact. 75% of blog posts get fewer than 10 social shares and zero links from other domains. [110]
YouTube’s largest audience in the UK in 2017 is people over the age of 55. This group accounted for 22% of YouTube’s audience, while the 18-24 age group only accounted for 13%.
  • 54% of online display ads are never seen by real humans (but by bots) This constitutes about $7.5 billion in wasted ad spend per year (if we assume a CPM model)
  • Global digital ad spend is about $194 billion per year, which is 20.3% of total global media spend. This is expected to increase to $335 billion by 2020
  • For every $92 spent attracting customers, only $1 is spent converting them
  • Recruiting a new customer costs up to 25x more than retaining an existing one
  • Ad blocking cost publishers about $22 billion in 2015 alone
  • Millennials account for 25% of consumer spending yet are targeted by 34% of total US ad spending
  • The most trusted forms of advertising are ‘recommendations from people I know’ (92%) and ‘consumer opinions posted online’ (70%). The most trusted form of paid advertising is TV advertising (47%)
  • UK companies spent more than $10 billion in online advertising in 2016 ($1.73 billion was spent on social media advertising)
  • Ads viewed in a premium context are viewed 17% longer and with 29% higher engagement than advertisements on social media websites
  • The average CTR (click-through rate) for display advertisements across all ad formats and industries is 0.05%.
  • 60% of small businesses don’t see a ROI from social media activity
  • 66% of marketers agree that email provides “excellent” or “good” ROI
  • 8% of businesses generate 50% or more of their sales through email marketing
  • Most content creation has no impact. 75% of blog posts get fewer than 10 social shares and zero links from other domains
  • The Washington Post publishes 500 news items and videos per day while the New York Times publishes 230, the Wall Street Journal publishes 240 and Buzzfeed publishes 222.
  • The average page visit lasts less than a minute
  • The average customer makes 9.5 visits to a brand before buying
  • UK: 80% of adults and 68% of ‘millennials’ listen to live radio each week
  • Small companies that publish 11 or more blog posts per month drive 3x more traffic than small companies that publish 0 to 4 blog posts per month [56]
  • Email notifications about abandoned carts have a 40.5% open rate [63]
  • 86% of professionals named email as their favourite mode of communication. [98]
  • 69% of web visitors won’t submit a form if too much personal information is requested. [99]
  • Form fields users don’t want to fill: 58% of users would prefer not to have to give a phone number and 53% would prefer not to have to give their address. [99]
  • The average office worker receives 121 emails per day and sends 40 email per day. [98]
  • 33% of millennials are comfortable using emojis to communicate with a direct manager or senior executive [64]
  • YouTube’s largest audience in the UK in 2017 is people over the age of 55. This group accounted for 22% of YouTube’s audience, while the 18-24 age group only accounted for 13%.
  • The average man in the UK watches 0.6 hours of video on YouTube every month, while the average woman watches 0.56 hours of video on YouTube per day [41]. This compares to the 3.5 hours the average person spends watching broadcast television per day [40].
  • A Slingshot SEO study from 2011 states that the top position in organic search results drives 18.2% CTR (click-through rate) [52]
  • The average Google AdWords CTR (click-through rate) across all industries is 1.91% from the search network and 0.35% on the display network [123]
  • Highest average CTR (click-through rate) from AdWords: dating websites (3.4%), finance (2.65%), B2B (2.55%), consumer services (2.40%) and technology (2.38%) [123]
  • The average AdWords conversion rate across all industries is 2.70% for the search network and 0.89% for Google’s Display Network. [123]
  • Highest average conversion rate from AdWords: finance and insurance (7.19%), consumer services (5%), advocacy (4.61%), real estate (4.40%) and legal (4.35%) [123]
  • The average CPA (cost per action) in AdWords across all industries is $59.18 for the search network and $60.76 for Google’s Display Network. [123]
  • Highest average CPA (cost per action) from AdWords: legal ($135.17), medical ($126.29), employment services ($105.70), home goods ($86.68) and industrial services ($77.52) [123]

Social media stats

Just 0.22% of a brand’s Facebook fans engage with that brand’s posts. [50]
42% of Donald Trump’s, and 45% of Hillary Clinton’s, Twitter followers are fake. [51]
  • There are now more than 3.1 billion social media users worldwide.
  • Facebook is the largest social network in the world with 2.1 billion monthly active users and 1.4 billion daily active users [26]
  • Twitter has 330 million monthly active users [15]
  • Instagram has 800 million month active users [15]
  • WhatsApp has 1.3 billion monthly active users [15]
  • Facebook messenger has 1.3 billion monthly active users [15]
  • YouTube has 1.5 billion monthly active users [15]
  • LinkedIn has 260 million monthly active users [15]
  • Snapchat has 255 million monthly active users [15]
  • India is the country with the highest concentration of Facebook users (250 million) [70]
  • Facebook is projected to lose 2 million users between the ages of 18-24 by the end of 2018 [139]
  • Despite all propaganda to the contrary, the 18-24 (610 million users) and 25-34 (630 million users) age demographics are by a very big distance the largest demographics on Facebook.
  • 18 year olds are far more likely to use Facebook than any other age group. [15]
  • Facebook has promised advertisers access to more US users than actually exist [71]
  • February 2018: Pinterest.com attracts 943 million visits per month, Reddit.com attracts 1.70 billion visits per month, Instagram attracts 2.89 billion visits per month, Twitter.com attracts 4.49 billion visits per month and Facebook attracts 31.08 billion visits per month [58]
  • As of 2017, Facebook generates $1,265 revenue per second, $109.3 million revenue per day, $3.3 billion revenue per month and $39.9 billion revenue per year [26].
  • Over 10,000 publishers worldwide use Facebook’s Instant Articles. [129]
  • Only 0.6% of desktop users and only 0.2% of mobile users click social share buttons. Mobile users are 11.5 times more likely to click an advertisement than a social share button [124]
  • Just 0.22% of a brand’s Facebook fans engage with that brand’s posts. [50]
  • From 2015: 64% of marketers are using social media for six hours or more and 41% for 11 or more hours weekly. [62]
  • From 2015: 19% of marketers spend more than 20 hours each week on social media [62]
  • Amazon is the world’s most valuable brand, however only 9.4% of its customers liked its Facebook page, only 0.9% follow it on Twitter and only 0.3% follow it on Instagram.
  • 78% of the time 18-24 year old’s access social media, they do so on a smartphone (35-49 is 60% smartphone usage while 50+ is 63% smartphone usage). [43]
  • 18-34 year old’s spend 24% of their total media time per week on social media. The figure for 35-49 year old’s is 22% and 50+ is 20% [43]
  • Katy Perry is the most followed Twitter account with over 108 million followers [44]
  • Christiano Ronaldo’s is the most liked Facebook page with over 122 million likes [45]
  • 42% of Donald Trump’s, and 45% of Hillary Clinton’s, Twitter followers are fake. [51]
  • With 980 million monthly active users, WeChat is the most popular social network in China with [15]
  • Tencent, the parent company of WeChat, became more valuable than Facebook in 2017 (it was the first Chinese company to surpass $500 billion market capitalization) [136]
  • Of the 100 most followed Twitter accounts, only 20 are brands. Of those 20 brands, 14 are media companies. There isn’t a single retail brand in the top 100 most followed Twitter accounts. [44]
  • From 2016: 68% of American adults use Facebook, 28% use Instagram, 26% use Pinterest, 25% use LinkedIn and 21% use Twitter [60]
  • From 2012: 6% of American adults use Reddit [57]
  • 76% of Facebook users, 51% of Instagram users, 42% of Twitter users, 25% of Pinterest users and 18% of LinkedIn users use the platform daily. [60]
  • 83% of female internet users in America use Facebook, while 75% of male internet users use Facebook [60]
  • 70% of posts on Instagram are never seen. [109]
  • 5% of web-using adults in the USA have a lot of trust in the information they get from social media [108]
  • The most common pathways to news online are direct to the publisher (36%) or through social media (35%) [108]
  • The average CTR (click-through rate) for Facebook advertisements across all industries is 0.9%
  • Highest average CTR (click-through rate) from Facebook Ads: legal (1.61%), retail (1.59%), apparel (1.24%), beauty (1.16%) and technology (1.04%) [125]
  • The average Facebook Ads conversion rate across all industries is 9.21% [125]
  • Highest average conversion rate from Facebook Ads: fitness (14.29%), education (13.58%), employment and job training (11.73%), healthcare (11.00%) and real estate (10.68%) [125]
  • The average Facebook Ads CPA across all industries is $18.68 [125]
  • Highest average CPA from Facebook Ads: technology ($55.21), home improvement ($44.66), automotive ($43.84), finance and insurance ($41.43) and industrial services ($38.21) [125]

Mobile stats

As of February 2017, the average time it takes to load a mobile web page is 22 seconds. [97]
There are now 5.1 billion smartphone users in the world. [15]
  • The size of the average mobile page in HTTP Archive’s sample of 400,000 of the most visited websites in the world is 3,068Kb. That’s a 1.5MB increase on last year.
  • In Google’s sample size of 900,000 mobile pages, 70% were over 1MB, 36% were over 2MB and 12% were over 4MB. [97]
  • Huawei, a Chinese mobile phone brand, surpassed Apple in global sales to become the world’s second largest mobile manufacturer in 2017. [90]
  • 53% of mobile users will leave a page that takes longer than 3 seconds to load [30]
  • There are now 5.1 billion smartphone users in the world. [15]
  • Global mobile data traffic will increase sevenfold between 2016 and 2021. It will reach 48.3 exabytes per month by 2021. [134]
  • 95% of China’s internet population uses the mobile internet. [86]
  • With 250 million units shipped, the Nokia 1100 is the top-selling mobile phone of all time [22]
  • The Bitmoji app was the most downloaded app from Apple’s app store in 2017. Snapchat was second and YouTube was third [135]
  • A 1.49MB page takes seven seconds to load using a fast 3G connection. [97]
  • As of February 2017, the average time it takes to load a mobile web page is 22 seconds. [97]
  • Android is the world’s most popular mobile operating system and has a 74.39% market share. iOS, with a global market share of 19.64%, is the world’s second most popular mobile operating system. [96]
  • 95% of the ‘global population’ is covered by, at worst, 2G connectivity [81]
  • There are 4.3 billion mobile internet subscriptions globally [81]
  • The country with the fastest mobile download speed is Norway (62.66 Mbps). The United States is 44th on the list. [82]
  • More than 80% of all mobile minutes across all markets are spent in apps (as opposed to mobile browsers) [85]
  • 92% of US mobile minutes are spent using apps while 8% are spent using mobile browsers [85]
  • The Facebook App accounts for more time than any other mobile activity in the US (19%) [85]
  • Search is the most common starting point for mobile research (42%) [85]
  • 47% of keywords in position 1-20 in search rank different between mobile and desktop [121]
  • Categories and platforms with the highest share of mobile minutes in the UK: games (81%), health (82%), social media (79%) and news (78%) [122]
  • Categories and platforms with the lowest share of mobile minutes in the UK: education (8%), government (21%), business to business (25%), automotive (29%) [122]

Google stats

Google generates 84% of its revenues from advertisements [69]
There are now over 1.2 billion GMail users [2][3] and 1.5 billion YouTube users [15]
  • Google generates $3,516 revenue per second, $303 million per day, $9.2 billion revenue per month and $110.9 billion revenue per year (this is actually revenue for Alphabet, Google’s parent company)
  • Google generates 84% of its revenues from advertisements [69]
  • Google’s CEO, Sundar Pachai, makes $199 million per year [20]
  • Google was fined $2.7 billion by the EU in 2017 for prioritising its own shopping comparison services ahead of those of its competitors. [127]
  • Google only paid $36 million in corporation tax on reported revenues of $1 billion in the UK last year. Some estimates claim total UK revenues are actually 7x higher. [38]
  • In 2011, Google accused Microsoft of stealing its search results. It argued that Microsoft was recording search activity on Google via Internet Explorer 8, and using the data to inform search results on Bing. [126]
  • The most searched for queries on Google in 2017 were: “Facebook”, “YouTube”, “Google”, “You”, “News”, “Weather”, “GMail”, “Hotmail”, “Amazon”, “FB” [70]
  • Google’s index now contains 4.47 billion pages.
  • Google’s Accelerated Mobile Pages now power over 900,000 domains and 2,000,000,000 pages. [128]
  • 50% of page one results on Google are HTTPS [80]
  • Google processes 3.5 billion searches per day [19]
  • February 2018: Google.com is the most visited website in the world with an estimated 44.44 billion visits per month. [58]
  • Google has 73,992 employees.
  • Google runs approximately 900,000 web servers [21]
  • There are now over 1.2 billion GMail users [2][3] and 1.5 billion YouTube users [15]
  • YouTube.com is the 3rd most visited website in the world and attracts 26.09 billion visits per month
  • 50% of Google searches are four words or longer [54]
  • 16-20% of the queries made to Google every day have never been asked before [119]
  • Google changes its search algorithms 500-600 times per year
  • The top trending story in search in 2017 was Hurricane Irma [138]

Sources