2026年数字化全球概览报告

DIGITAL 2026: A WORLD OF OPPORTUNITIES And as a result, the biggest digitalopportunities in 2026 may lie in lookingbeyond “zero sum” comparisons, toidentify how we can harness differentcombinations of the evolving “digitalmix” to create new kinds of value forour audiences, for our organisations,and for society as a whole. However, despite the rapid pace ofchange and ever bigger numbers,it’s important to stress that many ofthe world’s digital behaviours andpreferences remain remarkablyconsistentover time. It’s been 14 years since we startedpublishing these Global Digital Reports,but our Digital 2026 edition is packedwith some of the biggest headlines andmost impressive milestones that we’veseen in this ongoing series. Having said that though, there’s alsoplenty of evidence that the world’sdigital behaviours areevolving. Use of the “world wide web” continuesto decline, albeit at a very gradualpace. People are using search enginesless than they used to – even if there’sa lot more to this story than mediaheadlines suggest – and social mediapreferences continue to evolve as well,especially when it comes to the timethat we spend with each platform. Notably, “finding information” remainspeople’s most important reason forgoing online, even as they turn toan ever broader range of platformsand tools to quench their thirst forknowledge, ideas, and inspiration. For example, there are now more than6 billioninternet users.2 in 3peopleon Earth now use social media eachmonth. Well over1 billionpeopleuse LLMs and GenAI platforms. Because of that, I encourage you toread this year’s reports with a trulyopen mind. Our huge collection ofDigital 2026 data should deliver mostof the answers you need to addresstoday’schallenges, but I hope thatit will also inspire new, higher valuequestions that will help us all builda bettertomorrow. And that’s not all; we’ve also seencompelling growth across many ofthese headline metrics, with internetusers increasing by5 percentoverthe past year, and growth in socialmedia users not far behind. But perhaps the most striking finding inour Global Digital Reports is that mostnew digital behaviours areincremental.TikTok hasn’t “replaced” Facebook orYouTube; it’s simply joined those appson people’s home screens, by offeringa distinct and compelling experience. Similarly, “keeping in touch withfriends and family” is still people’sprimary motivation for using socialmedia today, even as they consumean ever wider variety of content intheir social media feeds. This year’s big headlines aren’t limitedto user numbers either, with our 2026reports delivering some truly staggeringfigures for various other kinds of datapoint:hundreds of trillionsof #fypTikTok views,trillions of dollarsinglobal ad spend, andbillionsofdaily ChatGPT conversations. And despite the rise of newer digitalpowerhouses like ChatGPT and TikTok,Google, YouTube, and Facebookremain perennial favourites, and evenYahoo! retains a highly respectableranking amongst the world’s mostwidely used digital properties. Simon KempChief AnalystDataReportal Similarly, data suggests that ChatGPTwill not “replace” Google. Rather, AIincreasingly enables users to answerdifferent kinds of questions, and satisfya much broader range of needs thanthey could with search engines alone. EXPLORE MORE OF THE GLOBAL DIGITAL REPORTS SERIES FOR ADDITIONAL CONTEXT INTO HOWDIGITAL BEHAVIOURS HAVE EVOLVED THISYEAR, CLICK HERE TO READ LAST YEAR’SDIGITAL 2025 GLOBAL OVERVIEW REPORT CLICK HERE TO READ OUR DIGITAL 2026LOCAL COUNTRY HEADLINES REPORT, WITHESSENTIAL STATS FOR DIGITAL ADOPTIONIN EVERY COUNTRY AROUND THE WORLD IMPORTANT NOTES ON COMPARING DATA The findings published in this report use thelatest data available at the time of production.This may include revised figures for historicaldata points that were not available when weproduced previous reports in the Global DigitalReports series. From time to time, we may alsochange the data sources that we use to informspecific data points, and we may also changehow we calculate certain values. Similarly, ourdata partners may change the ways in whichthey source, calculate, or report the data thatthey share with us. As a result, findings publishedin this reportmay not correlatewith findingspublished in our previous reports, especiallywhere such findings represent change over time(e.g. annual growth). Where we report figuresfor change over time, such figures will use thelatest available data, so we recommend using thevalues published in this report, ratherthan trying to recalculate such values using datafrom previous reports. When we’re aware of thepotential for historical mismatches, we includea note oncomparabilityin the footnotes ofeach relevant slide. Where we include suchadvisories, or where we report values for changeover time as “[N/A]”, the most recent datadonot correlatewith the equivalent data point(s)published in previous reports, so westronglyadvise readers not to comparethese figureswith equivale