The Evolution of the Internet
Introduction
In recent years, the ability for consumers to connect to the internet has become increasingly accessible. The number of devices connected to and accessing the internet has increased vastly. With these advancements, sites and platforms have evolved to cater to the developments of this new digital landscape. Usability and convenience now stand at the forefront of consumer experience, prompting businesses to deliver improved online services to entice and retain audiences. Throughout, we will explore the components which have contributed to the evolution of the internet as we know it today.
Access to the Internet
Regarding age groups with internet access, 75% of those aged between 15 and 24 and 65% of those aged 25 and over globally (Pelchen, 2024) make up 68.7% of the total population who are now users, creating a “supermajority” (DataReportal, 2025).
Landline Internet subscriptions per 100 people, 1998-2023.
Subscription to fixed access to the public Internet with a download speed of at least 256 kbit/s.
Fig. 1. (Murphy et al. 2023)
China leads the way in landline internet subscriptions, alongside the UK, the USA, and Japan, which have seen steady growth over the years. India and many developing countries are comparatively late adopters, but they have still experienced increasing growth.
The global average Internet speed has nearly doubled from 24.8 Mbps in 2020 to 46.8 Mbps in 2023 (Armstrong, 2023). Demonstrating increased accessibility and resultant use cases. Asia and South America are the fastest-improving regions for Internet speed, with “51.8% and 60.9% increase, respectively, between 2018 and 2019” (Hougen, 2022). Cuba, Afghanistan, and Syria rank as the weakest countries in the world for fixed broadband, all achieving download speeds below 5 Mbps (Nordvpn, 2024). This suggests that countries with more instability have struggled with their adoption compared to those with increased development in sectors which require better connectivity.
With technological developments, Internet pricing since 1997, “experienced an average inflation rate of -0.55% per year” (In2013dollars, 2025). This factor could act as a catalyst in the global adoption of the Internet, as, unlike many other services, Internet usage has become increasingly affordable, thus allowing for increased accessibility.
Price Inflation for Internet services and electronic information providers since 1997.
Consumer Price Index, U.S. Bureau of Labour Statistics.
Fig. 2. (In2013dollars, 2025)
Digital Devices Used by Audiences.
Americans have, on average, around eight connected devices per household. Estimates suggest this number is around 16 (NETGEAR, 2024). The growth in the number of devices used increases Internet usage as it becomes more widespread, creating an abundance of access points. With these statistics, “Twenty-eight percent said they’re overwhelmed by the devices and subscriptions they need to manage” (Deloitte, 2023). The figure suggests how consumerism has created an environment where individuals potentially feel obliged to constantly ensure that their devices and services are up to date. While this is positive for increasing Internet usage, it is also damaging because individuals may desire to disconnect from technology. Despite this, IoT devices are forecast to double in 2030, from 15.9 billion in 2023 to 32.1 billion or more (Vailshery, 2024). If accurate, businesses, platforms, and devices using the Internet must find a way to make their systems more manageable for users and create a more streamlined experience to prevent negative feelings.
Internet traffic caused by Mobile devices has risen significantly over the last decade, providing users with the most convenient and portable way to stay connected.
Internet Traffic Market Share (2015-2025)
Fig. 3. (Buck, 2025)
It is essential to consider that mobile devices are the primary means of connection in many parts of the world. Countries such as the United States use a combination of desktop and mobile devices, depending on the task (Layton, 2023). In Africa, 22.13% of the Market share is Desktop compared to the USA, 51.2% is Desktop (stat counter, 2025). The growing popularity of mobile usage undoubtedly means that the formats in which consumers find information are changing, as access becomes faster and more on-the-go than ever.
How Customers Search for Information
Fig. 4. (Iskiev, 2023)
How consumers search for information is evolving. Approximately 54% of Americans use social media at least sometimes to find news. Facebook and YouTube are the leading platforms for finding news and information (Liedke and St. Aubin, 2024).
Fig. 5. (Tiu, 2022)
Search Engine use sees Google’s dominance over other search engines due to default settings within devices. Users form habits and often do not switch to alternative browsers (Murray, 2025).
When understanding search results with Google, they are now more weighted towards a website's ability to perform well on mobile and tablet devices. Desktop sites are not treated as the default display. This reflects the increasing use of mobile devices to access the Internet. Variables include metrics such as: “Largest Contentful Paint (LCP) – This should happen within 2.5 seconds. First Input Delay (FID) – Should be under 100 milliseconds. Cumulative Layout Shift (CLS) – Should measure less than 0.1” (Staff, 2025). All of which are concerned with the user experience of the website.
With the rise in social media use to find information, it is clear that Google aims to create a search engine that caters to a growing audience accustomed to instant gratification online.
Fig. 6 (Handley, 2024). This diagram illustrates Google’s E-E-A-T criteria, which enable it to display relevant search results to users.
What Consumers Buy Online
In 2020, Online sales grew by 74%, since “88% of consumers indicated that they spend more time shopping online” (Daggar, 2022). Consequently, pressure on companies to facilitate online activities from consumers has increased; it is predicted that by 2027, online sales will account for almost a quarter of retail sales worldwide (Alexandrea, 2022). In the UK, customer order value is up 7%; however, customers are checking out more infrequently (Signifyd, 2025). This supports the idea that consumers now have increased research capabilities when purchasing products, emphasising the importance of brands to appeal directly to the consumer.
When focusing on products purchased online, women tend to primarily purchase fashion products, whilst men are more inclined to shop for technology-related goods (Eunice Narciso, 2020). Food was the second-highest online purchase in the EU, accounting for delivery services from supermarkets and restaurants (Eurostat, 2024), indicating that these services make up a considerable share of the market.
Online Video Consumption
Most popular videos on the internet in 2024
Type of video content Percentage of internet users who watch this type of video content
Any kind of video 91.8%
Music video 49.6%
Comedy, meme, or viral video 34.7%
Video live stream 28.8%
Educational video 25.9%
Tutorial or how-to video 25.9%
Sports clip or highlights video 25.5%
Product review video 25.0%
Sports match or commentary 24.5%
Influencer videos and vlogs 23.2%
Gaming video 22.3%
Fig. 8. (Oberlo, 2023)
“In Q1 2024, it was reported that online videos had an audience reach of 92.3% among internet users worldwide” (Shepherd, 2023). “Video made up 82% of all internet traffic in 2022, compared to 73% before the pandemic” (Lukan, 2024). The increase in streaming video services is “responsible for more than 60% of all internet traffic worldwide”(Riley, 2025). Additionally, consumers are increasingly using video formats to research products, surpassing traditional platforms like websites (Bump, 2024). Social Media has greatly encouraged this, increasing engagement levels through interactive elements, fostering conversations, and allowing consumers to purchase products directly through videos (Bump, 2024). This has also led to an increased use of short-form content, placing pressure on brands to increase their online activity (Bump, 2024).
Fig. 9. (Tajammul Pangarkar, 2025)
For brands, short-form content allows a concise opportunity to showcase their products to consumers. Catering to shorter attention spans, the format builds awareness through creative storytelling, allowing viewers to engage and interact with posts (Dodds, 2024). Statistically, “Short-form videos get 2.5 times more engagement than long-form videos” (Easdon-Smith, 2024). The growth of apps such as TikTok, YouTube, and Instagram has enabled this development, with algorithms often prioritising this type of content over other media types.
What are the Most Used Short Video Platforms? (Market Share)
Fig.10. (Ch, 2025)
Consumer Trends
Since the COVID-19 pandemic, the integration and convenience of technology has evolved rapidly. Consumers have become increasingly connected, leading to an expectation that products and services will deliver their desired outcomes. Through this connection, technology has created an environment where customers no longer feel attached to a product and will actively seek a better experience (Longo, 2024). Additionally, Google reports that 82% of consumers start shopping on one device and finish on another” 39. The growth of connected devices per user demonstrates the thoroughness with which individuals research before making a purchase, highlighting the need for businesses to develop websites that cater to the consumer’s convenience (Alexa, 2023). The growth of social media has transformed the shopping experience for consumers by streamlining the research and purchasing process into a single app (Rogers, 2025). Ultimately, this creates a highly competitive environment for brands, as they can no longer rely on customer loyalty, which was arguably easier to gain when desktop and website usage dominated the sector.
Conclusion
The evolution of the internet has created an environment where accessibility to online channels is easier than ever. Increased connections and a growing number of devices per user enable consumers to interact and engage with content as more in-person interactions shift online. Customers’ expectations and opportunities to buy products online have also increased. Therefore, more than ever, brands must concentrate their efforts on SEO, ensuring that their sites and platforms can attract and retain customers across devices. Social media has also evolved to accommodate the purchase of products, forcing businesses to ensure their content, particularly video, effectively portrays the brand as more than just a product, but instead a community that tells the story of what their customers are, or can be, a part of.
On this trajectory, it raises questions about how brands will continue to evolve to attract online consumers. The value derived from the product or information provided is no longer a singular metric for gaining interest. Instead, the online experience, alongside fast-paced content, now poses almost equal weight in the buying process and customer experience.
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