Internet Usage by Individuals 2025 – report summary

Infocommunication devices

Smartphones remain the most important digital device: 96% of internet users access the internet on their smartphones, while 73% also use laptops and 52% use desktop PCs. 78% of internet users use both a mobile device and a computer to access the internet, which clearly shows how common multi-device use has become.

Internet usage habits

Internet use has become an integral part of daily life: In 2025, the average daily internet usage time reached 4.7 hours, which is slightly higher than the 2024 figure. There is a strong age differentiation: Generation Z spends an average of 5.9 hours online per day, while Baby Boomers and the Silent Generation spend 3.7 hours.

Use of social media

The use of social media is almost universal: 97% of internet users use at least one social media site, with 94% using Facebook and 91% using YouTube. On a weekly basis, 60% use Instagram and 46% use TikTok, while social media platforms are increasingly becoming the primary source of news consumption: 36% of news consumers now get their information primarily from social media sites.

Internet and traditional communication platforms

Messenger remains by far the most important communication channel: with 85% usage, it it leads messaging applications, while Viber has 38% and Instagram 32% (the latter up 7 percentage points in one year). Chat is gradually replacing SMS among younger people: 17% of internet users are heavy messaging users, while they send few or no traditional SMS messages.

raditional phone calls remain common: 94% make mobile phone calls, 56% make calls every day, and daily active users make an average of 4.8 calls. Internet voice and video calls primarily play a supplementary role (only 3% use them exclusively).

Online and traditional media consumption

Online and offline media do not uniformly replace each other:

• heavy online video and music consumers watch or listen less offline TV or radio
• and in news consumption, there is a clear amplifying effect: those who read a lot of news online are also more likely to consume traditional news media.

Online shopping habits

Online shopping has become commonplace: 88% of respondents have made an online purchase in the past year. The most popular products continue to be clothing and shoes (65%) and ready-made meals (56%), both of which have seen a 10-15 percentage point increase compared to previous years. Online shopping is driven not only by young people, but especially by the 36-50 age group, which is overrepresented in almost all product categories.

The role of large general online marketplaces is growing significantly: 65% shopped on this type of platform (Alza, eMAG, Amazon), representing a 17 percentage point increase. Forty-two percent shopped at online specialist retailers and 23% at online grocery stores, and those who tried them once typically became repeat customers (on average 5 times a year).

Home internet, mobile internet

The internet is not only a shopping channel but also a sales channel: 40% of respondents sold something online in the past year, 14% of them regularly, which indicates that the online space now functions not only as a consumer market but also functions as a secondary market for the resale of used goods where the conscious resale of used products has become part of everyday life.

Mobile phone usage

Smartphones are virtually universal among internet users: 99% of internet users use them, and 83% have a monthly subscription. The devices are most often purchased from the service provider (40%), but independent purchases are also significant (34%), which shows a growing trend towards more conscious device selection.

The mobile tariff market appears relatively stable, with limited switching activity: nearly four-fifths of users decide on their package themselves or with a family member, but only 16% plan to switch. The main reasons for wanting to switch are lower prices (11%) and the need for a larger data allowance (6%), meaning that price sensitivity and data consumption are driving the market at the same time.

Maintaining contact with family members, acquaintances

Most communication is concentrated within relatively small social circles: 27% of respondents communicate regularly with up to 5 people, while only 8% maintain an active network of more than 20 people. At the same time, those with large networks of contacts – especially young women – show exceptionally intensive chat and call usage, which clearly indicates that communication traffic is concentrated among a relatively small but very active group of users.