In today’s hyper-connected world, the internet is an indispensable part of daily life—shaping how we work, communicate, shop, and entertain ourselves. But just how much time do people spend online, and how does this vary across countries?

As of 2025, the global average daily internet usage stands at 6 hours and 36 minutes. While some nations exceed this benchmark by a wide margin, others fall significantly below. In this data-rich article, we break down the latest statistics on average internet usage by country, uncover key trends, and explore what it all means for users, marketers, and policymakers.

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Global Internet Usage in 2025: Key Statistics

• Global Users: 5.64 billion internet users worldwide, making up 68.7% of the world population
• Device Preference: 54.67% of global web traffic comes from mobile devices
• Smartphone Usage: On average, people spend 3 hours and 43 minutes daily browsing on smartphones
• Social Media Engagement: 94.2% of internet users are active on social platforms monthly

These figures point to the internet’s central role in modern life, but how this time is spent—and how much—is largely shaped by local factors like infrastructure, affordability, culture, and lifestyle.

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Top Countries by Daily Internet Usage in 2025

1. South Africa – 9 hours 37 minutes

South Africa tops the global chart. Widespread smartphone use, low-cost data plans, and a strong social media culture (WhatsApp, YouTube, TikTok) fuel this high daily average.

2. Brazil – 9 hours 13 minutes

Brazilians are heavy internet users, especially for Instagram, WhatsApp, and online shopping. E-commerce growth and a youthful demographic drive high engagement.

3. Philippines – 9 hours 10 minutes

Affordable mobile data and a digital-savvy youth make the Philippines a global leader in screen time. Facebook and TikTok dominate, along with music and video streaming.

4. Colombia – 9 hours

Colombians engage heavily with gaming, streaming, and social networking. Over 98% of users access the internet via smartphones, contributing to this high daily average.

5. Malaysia – 8 hours 13 minutes

With 97.7% internet penetration and extensive 4G/5G coverage, Malaysians spend over 8 hours daily online—mostly on social media, e-commerce, and video platforms.

6. Russia – 7 hours 30 minutes

Social networks like VKontakte and messaging platforms like Telegram help Russians clock in 7.5 hours daily. Digital infrastructure and high engagement levels fuel this usage.

7. Vietnam – 7 hours 2 minutes

Vietnam is fast becoming a digital powerhouse. With 78.4% of its population online, users turn to apps like Zalo, Shopee, and Facebook for everything from communication to commerce.

8. United States – 7 hours

Americans spend 7 hours daily online, with a strong focus on streaming, work-related activities, and gaming. However, social media use is slightly lower than in Brazil or the Philippines.

9. India – 7 hours

India’s massive 1.24 billion internet users lead global counts. Affordable smartphones and data, along with popular platforms like YouTube, WhatsApp, and Instagram, keep Indians highly connected.

10. United Kingdom – 5 hours 33 minutes

While internet penetration is high (97.8%), UK users spend less time online than many developing nations, with a greater focus on professional, news, and structured online activity.

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Countries with Lower Internet Usage

China – 5 hours 30 minutes

Despite having over 1.13 billion internet users, daily use remains below average—partly due to regulatory constraints and the dominance of mobile-first ecosystems like WeChat.

Germany – 4 hours 24 minutes

Germans typically prioritize productivity and privacy. Work-related internet use dominates, while entertainment and social platforms see less time.

Japan – 3 hours 45 minutes

Japan has one of the lowest internet usage rates among developed nations. Cultural norms emphasizing offline socializing and efficiency play a major role.

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What Influences Internet Usage by Country?

Several factors explain the differences in daily internet use:

• Infrastructure and Access: Countries with fast networks (e.g., Malaysia, South Korea) and high penetration rates naturally show higher engagement. For example, Northern Europe averages 97.5% penetration.
• Mobile-First Behavior: In developing nations like India and Vietnam, mobile phones serve as the primary—and sometimes only—gateway to the web.
• Cultural Preferences: Entertainment-heavy cultures (e.g., Brazil, Philippines) tend to clock more hours online. Meanwhile, nations like Japan maintain a strong balance between digital and offline life.
• Economic Development: Surprisingly, lower-income countries often show higher internet usage due to cost-effective mobile data and a youthful population. Conversely, wealthier nations may demonstrate more purposeful, limited online activity.
• Youth Demographics: Younger users are more active online. Globally, 79% of people aged 15–24 are regular internet users.

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Why This Matters: Insights for Businesses, Individuals & Policymakers

• For Businesses: Understanding where people are online longest helps optimize digital marketing. Markets like Vietnam, Brazil, and South Africa offer strong growth opportunities.
• For Individuals: Comparing personal usage to national or global averages can be a wake-up call. If you’re in the U.S., for instance, 7 hours a day may suggest it’s time to reassess screen habits.
• For Policymakers: Regions with low usage, like parts of Africa or South Asia, highlight where digital infrastructure and accessibility need prioritization.

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Tips to Maximize Your Internet Usage in 2025

• Set Purposeful Goals: Prioritize learning, productivity, or networking over passive scrolling.
• Limit Social Media Time: With global usage averaging 143 minutes per day, boundaries matter.
• Engage with Local Platforms: Try country-specific apps (e.g., Zalo in Vietnam, VKontakte in Russia) for a deeper cultural experience.
• Boost Your Security: High usage means higher risk. Use VPNs, two-factor authentication, and stay alert to phishing and scams.

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Conclusion: The Digital Landscape of 2025

From South Africa’s soaring 9 hours and 37 minutes to Japan’s modest 3 hours and 45 minutes, the digital habits of nations tell a fascinating story. Whether used for connection, commerce, creativity, or leisure, the internet continues to shape every aspect of modern life.

For businesses, recognizing these patterns can unlock high-engagement markets. For individuals, understanding these trends is the first step to digital wellness. And for governments, the data offers a clear roadmap for inclusive, connected futures.

Stay tuned with NRIGlobe.com for more insights into global digital trends.
What’s your country’s daily average—and how does your usage compare? Let us know in the comments below.