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See individual report slides for more details.
More than 1 billion of these unconnected people live in Southern Asia (31 percent of the total).
The digital gender gap is also apparent in our latest social media data.
The United Nationsreportsthat much of this imbalance stems from deeply ingrained social norms and practices.
Theres lots of work to do here, and its work that brands can help with.
As a result, a balanced unit strategy is still essential.
Our love affair with apps shows little sign of slowing either, despite the rise of progressive web apps.
Once again, the story varies by country.
But where exactly are we spending all of that social time and just how big is TikTok?
Facebook has seen a few audience declines over the past year too.
However, overall, Facebooks audience reach has grown by 1 percent in the past 3 months alone.
First up, theres no denying it: TikTok isbig.800 millionmonthly active users big.
However, 500 million of these active users more than 60 percent of the total live in China.
Meanwhile, Pinterest has enjoyed similar success, growing itstotalactive user base by 29 percent over the past year.
In particular, the latest rankings of the worlds top websites illustrate the dramatic rise of Asias ecommerce platforms.
People are also increasingly distrustful of the things that they see and hear on the internet.
Moreover, various data points in this years reports highlight what we might call a digital privacy paradox.
People are increasingly willing to spend money on games, too.
People are also spending more time watchingother peopleplaying games.
Videos scale isnt just about data consumption, either.
However, the number of people streaming TV content via the internet also continues to rise.
Paid video subscription services are popular with mobile users too.
But social commerce hasnt caught on to the extent that many marketers might have hoped.
However, this is something that robust branded content and inspiration can change.
Moreover, marketers would do well to stop thinking in terms of online and offline.
is still more popular than porn (spoiler alert: it still is).
However, recent trends in some of our most cutting-edge data reveal that things may be changing.
Dogs even outperform cats on Instagram.
Cats also still rule Reddit, wherer/catsis home to 1.70 million users, compared to 1.29 million forr/dogs.
Well share updates on this important story as and when we get them.
Let the debates commence.
But how can we translate these findings into more efficient and effective plans?
Lets finish with three top tips.
Understanding people will serve you well regardless of the latest trends in technology, fashion, or business.
Dont just search for product-related hashtags, though.
Try exploring cultures too, by constantly asking yourself whatsdifferentabout what youre seeing compared to what you expected.
Hopefully our Global Digital Reports help, but maybe a better answer is less, not more.
More importantly, is it a sustainable solution that justifies a steep learning curve (VR, anyone?)
Story bySimon Kemp
Simon is the CEO of Kepios, and chief analyst at DataReportal.
He uses data to help organisations all over the world make sense of what people are really doing online.
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