Internet usage in the Asia-Pacific region - statistics & facts
With over half the world’s population, the Asia-Pacific (APAC) region has the highest number of internet users and is a major driver of global digital economy growth. However, APAC’s overall internet penetration still lags behind Europe and the Americas, and the region also experiences a wider gap in internet usage between rural and urban areas than these regions. This is largely due to disparities in digital infrastructure, urbanization levels, and social and economic development across APAC economies, resulting in varied levels of internet penetration, infrastructure development, and online user behaviors.
The expansion of mobile internet has been central to improving access across the region. As smartphones and data plans become increasingly affordable, mobile devices have become the primary and often the only means of going online for many people in APAC, especially for those in rural and low-income regions. Compared to fixed broadband, mobile connectivity requires lower infrastructure costs and allows for faster network expansion, helping to bridge coverage gaps between urban and remote regions. Reflecting this, APAC’s expansion of mobile internet has been central to improving access across the region. As smartphones and data plans become increasingly affordable, mobile devices have become the primary and often the only means of going online for many people in APAC, especially for those in rural and low-income regions. Compared to fixed broadband, mobile connectivity requires lower infrastructure costs and allows for faster network expansion, helping to bridge coverage gaps between urban and remote regions. Reflecting this, APAC’s mobile internet subscriptions have exponentially increased over the past decade. Notably, this widespread mobile internet access has also shaped a mobile-first digital culture, driving online behaviors and prompting internet services to adapt and evolve accordingly.
In many APAC countries, social media penetration closely mirrors internet penetration, with most users active on platforms like Facebook, Instagram, TikTok, and WhatsApp. Social media users in APAC, particularly in Southeast Asia, are highly engaged. In the Philippines and Indonesia, average online time spent on social media is more than three hours, much higher than the global average. E-commerce is also booming in APAC, with the e-commerce user base expanding rapidly as online shopping becomes a major part of the online experience. In countries like Thailand, Malaysia, South Korea, and China, over 60 percent of the adult internet users make online purchases every week, according to a survey. Additionally, streaming services have become popular in the region. Platforms like YouTube, Amazon, Netflix, Spotify, and local services like Viu, are widely used for both video and music streaming. Subscription video-on-demand (SVOD) subscriptions across platforms in APAC are forecast to exceed 600 million by 2029.
APAC’s digital landscape reflects both impressive progress and ongoing challenges. The rapid rise of mobile internet and shifting online behaviors continue to fuel the region’s digital economy. Sustained efforts to expand connectivity will be crucial to unlocking APAC’s full digital potential.
Mobile internet’s role in closing the gaps
While boasting more than 3.3 billion internet users, APAC is home to some of the world’s largest offline populations. A large share of the population in countries like Bangladesh, Pakistan, India, and Cambodia remains excluded from the digital world. By contrast, advanced APAC economies such as South Korea, Japan, and Singapore enjoy near-universal internet access, highlighting the region’s digital divide.The expansion of mobile internet has been central to improving access across the region. As smartphones and data plans become increasingly affordable, mobile devices have become the primary and often the only means of going online for many people in APAC, especially for those in rural and low-income regions. Compared to fixed broadband, mobile connectivity requires lower infrastructure costs and allows for faster network expansion, helping to bridge coverage gaps between urban and remote regions. Reflecting this, APAC’s expansion of mobile internet has been central to improving access across the region. As smartphones and data plans become increasingly affordable, mobile devices have become the primary and often the only means of going online for many people in APAC, especially for those in rural and low-income regions. Compared to fixed broadband, mobile connectivity requires lower infrastructure costs and allows for faster network expansion, helping to bridge coverage gaps between urban and remote regions. Reflecting this, APAC’s mobile internet subscriptions have exponentially increased over the past decade. Notably, this widespread mobile internet access has also shaped a mobile-first digital culture, driving online behaviors and prompting internet services to adapt and evolve accordingly.
Online behaviors and services in APAC
Like other internet users globally, people in APAC go online for various purposes, including communication, information, entertainment, shopping, work, and education. They engage through a wide range of platforms, including social media and messaging apps, e-commerce sites, search engines, streaming services, gaming platforms, and online learning tools.In many APAC countries, social media penetration closely mirrors internet penetration, with most users active on platforms like Facebook, Instagram, TikTok, and WhatsApp. Social media users in APAC, particularly in Southeast Asia, are highly engaged. In the Philippines and Indonesia, average online time spent on social media is more than three hours, much higher than the global average. E-commerce is also booming in APAC, with the e-commerce user base expanding rapidly as online shopping becomes a major part of the online experience. In countries like Thailand, Malaysia, South Korea, and China, over 60 percent of the adult internet users make online purchases every week, according to a survey. Additionally, streaming services have become popular in the region. Platforms like YouTube, Amazon, Netflix, Spotify, and local services like Viu, are widely used for both video and music streaming. Subscription video-on-demand (SVOD) subscriptions across platforms in APAC are forecast to exceed 600 million by 2029.
APAC’s digital landscape reflects both impressive progress and ongoing challenges. The rapid rise of mobile internet and shifting online behaviors continue to fuel the region’s digital economy. Sustained efforts to expand connectivity will be crucial to unlocking APAC’s full digital potential.
