The news: The internet is now a near-constant presence for many adults—but adoption remains uneven. 

• A median 28% of adults globally report being online “almost constantly,” while 40% connect several times a day, per a Pew Research Center survey across 24 countries. 
• 9% remain completely offline, underscoring global divides. 

Internet use varies by country: In Japan, 56% of adults say they’re online almost constantly, though 14% report no internet use at all, per Pew. South Korea isn’t far behind, with 49% of adults always connected. 

In the US, Spain, Turkey, Israel, and Argentina, the share hovers closer to 40%. Meanwhile, in Canada and much of Europe, most adults go online several times a day but stop short of round-the-clock use.

Offline populations are largest in India (about a third), Nigeria, Kenya, and South Africa (roughly a quarter).

Zooming in: This near-constant access creates fertile ground for advertisers. Always-on consumers deliver more touchpoints for engagement, more data for personalization, and more chances to convert browsing into buying. 

For marketers, it means shifting from campaign bursts to continuous presence—meeting audiences in the moments that matter, whether on social, video, or commerce platforms.

Yes, but: More access doesn’t guarantee more impact. If brands chase every moment, they risk overwhelming users and eroding trust. Marketers need to pace outreach, cap frequency, and lean on formats that add value.

Our take: The challenge is finding the best way forward, through mixed formats, short videos, interactive polls, and native ads—so users stay engaged without feeling bombarded.

Constant connectivity is rewriting the rules of attention. With nearly 3 in 10 adults online almost all the time, advertisers can’t afford to think in terms of campaigns alone.

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