Key Online Trends of 2024: In 2024, several key trends emerged in terms of what was most used online, reflecting changes in how people interact with digital platforms and technology. Here’s a comprehensive look at what dominated online usage in 2024, covering various aspects like social media, messaging, and entertainment platforms.
Social Media and Messaging Platforms
Social media usage continues to dominate, with Facebook remaining the most widely used social media platform globally, followed by YouTube and WhatsApp. Instagram and TikTok, while still highly popular, saw shifts in user behavior, particularly among younger users who now favor TikTok for its short-form videos and viral content. The usage of social media for brand research surged this year, with platforms like Instagram and Pinterest being top destinations for users looking to engage with brands before making purchasing decisions. Pinterest stood out, particularly for its role in helping users discover new brands, often serving as the top reason for its use.
However, a significant trend in 2024 is the rise of “social search,” which refers to users turning to platforms like Instagram, Facebook, and TikTok to search for information instead of relying solely on traditional search engines. This shift, especially among younger users, indicates a diversification in how people gather information online. Social media platforms have increasingly become spaces for both entertainment and learning, with users researching brands and products directly on these platforms before making purchasing decisions
DataReportal – Global Digital Insights.
Messaging Platforms Overtake Social Networks
Interestingly, messaging platforms slightly outpaced social networks in terms of usage. With 94.7% of internet users globally stating they use messaging apps like WhatsApp, Facebook Messenger, and Telegram, these platforms are now critical for day-to-day communication. Even among younger users, messaging apps are becoming as popular as social networks for staying connected. As a result, messaging platforms have been increasingly integrated into business communication, customer service, and even digital marketing campaigns, offering brands a more personal and immediate way to engage with their audiences
DataReportal – Global Digital Insights.
Video and Streaming Services
Streaming services such as YouTube, Netflix, and Disney+ remained a significant part of online activity in 2024. Watching videos, TV shows, and movies ranks as one of the top activities for internet users, with platforms like YouTube seeing consistent growth in viewership. Notably, the rise of short-form video content on platforms like TikTok and Instagram Reels has been a defining factor this year, with younger audiences flocking to these platforms for quick, engaging content
DataReportal – Global Digital Insights.
YouTube remains a critical platform, not only for entertainment but also for education and brand engagement. It serves as a key tool for individuals looking to learn new skills, follow tutorials, or engage with brands. In fact, educational content, including how-to videos and explainer videos, has become a growing category on the platform. On the other hand, Netflix and Disney+ have been focusing on exclusive content and original series to keep users subscribed amidst increasing competition in the streaming space
Online trends 2024: E-commerce and Online Shopping
The world of e-commerce saw steady growth in 2024, with platforms like Amazon, Alibaba, and Shopify continuing to dominate online shopping. However, a significant trend this year is the integration of e-commerce into social media platforms. Instagram and TikTok have been actively expanding their in-app shopping features, allowing users to purchase products directly through the platform without needing to visit a separate website.
The rise of “social commerce” represents a shift in how people shop online. Rather than using traditional e-commerce websites, consumers are increasingly making purchases through their favorite social media platforms. This seamless shopping experience appeals to younger audiences, who prefer engaging with brands through social media and often discover products through influencers and brand partnerships
The Decline of Online News
One of the most notable shifts in online behavior in 2024 is the decline in the consumption of online news. Five years ago, keeping up with news and current events was a primary reason people used the internet, but this motivation has declined significantly. In 2024, less than half of internet users say they are very interested in news, with a growing number actively avoiding it. This drop can be attributed to increasing distrust in news media and the rise of alternative content, such as entertainment and social media, which provide distractions from often-negative news cycles
DataReportal – Global Digital Insights.
Despite this decline, certain demographics, particularly older age groups, still rely on online news outlets for updates on current events. However, the younger generations are shifting away from traditional news consumption, turning instead to platforms like YouTube, TikTok, and even podcasts for news updates, where the content is often more personalized and engaging
DataReportal – Global Digital Insights.
The Dominance of Google – Online trends 2024
Google remains the dominant search engine in 2024, accounting for over 90% of all search queries worldwide. Although newer generations are increasingly turning to social media for searches, especially for brand research, Google’s stronghold on web searches has not diminished. What has changed, however, is the type of content people are searching for. More users are now searching for localized content, product reviews, and educational resources, indicating a shift towards more practical and immediate needs
Google’s dominance in search also extends to its YouTube platform, which remains the second-largest search engine in the world. People use YouTube not only for entertainment but also to learn new skills, solve problems, and engage with content that provides value. YouTube has integrated more advertising and e-commerce features, making it easier for users to shop directly from the platform, further blurring the lines between content consumption and commerce
DataReportal – Global Digital Insights.
AI and Automation Tools
A significant development in 2024 is the increased adoption of artificial intelligence (AI) tools and automation across various industries. AI-powered chatbots, customer service assistants, and personalized recommendation algorithms have become common on e-commerce platforms, social media, and even content streaming services. These technologies improve the user experience by providing personalized suggestions and faster service, reducing friction in both browsing and purchasing processes
DataReportal – Global Digital Insights.
Moreover, AI is being integrated into marketing strategies, helping brands target their audiences more effectively. Automated tools can analyze vast amounts of data to provide insights into consumer behavior, allowing companies to tailor their campaigns to individual preferences. This not only enhances customer engagement but also increases the likelihood of conversions
Online trends 2024 Conclusion
In 2024, the online world continues to evolve, with trends reflecting changing consumer behaviors and preferences. Social media platforms remain central to daily life, with increasing importance placed on social commerce and brand engagement. Messaging platforms have overtaken social networks as the primary communication tool, while video content and streaming services dominate entertainment.
While the consumption of online news has declined, the rise of AI and automation tools is creating new opportunities for businesses to engage with consumers in more personalized and efficient ways. Overall, 2024 is marked by the continued blending of social media, e-commerce, and entertainment, with users looking for more integrated, engaging, and seamless online experiences.
