Digital 2026 Global Report: Key Digital Marketing Trends from DataReportal

In partnership with global analytics platforms, DataReportal has published the Digital 2026 Global Overview Report, highlighting:

• Internet access and usage trends
• Mobile device adoption and behavior
• Global implementation and use of AI
• User behavior on social media
• E-commerce trends
• Online entertainment
• Digital marketing trends, including ad spend and engagement metrics

This article focuses on the evolution of digital marketing, with a detailed look at the mobile segment and the expansion of programmatic advertising.

The Global Digital Market by the End of 2025

By October 2025, the world’s population reached 8.25 billion, with 70.1% (5.78 billion) using mobile phones.

The global internet audience totaled 6.04 billion people, representing an internet penetration rate of 73.2%.

Over the past year, the number of unique internet users increased by 5.1% (+294 million).

96% of all users go online via mobile phones, while only 59.6% use laptops or computers.

These figures highlight the global shift toward mobile content consumption and confirm that mobile remains the key environment for brand–audience interaction.

Users aged 16+ go online for various reasons:

• Searching for information — 60.7%
• Staying in touch with friends and family — 58.7%
• Watching videos, TV shows, and films — 54.2%
• Keeping up with news and events — 52.7%
• Looking for tutorials and how-to guides — 49.3%
• Listening to music — 46.2%
• Seeking inspiration — 45.9%

Mobile Dominance

According to DataReportal, as of October 2025, 96% of internet users access the web via mobile.

Device distribution:

• Smartphones — 93.7%
• Desktops & laptops — 59.6%
• Connected TVs — 31.6%
• Tablets — 28%
• Feature phones — 4.5%

The Digital 2026 report confirms the dominant role of mobile devices in users’ digital behavior, underlining the importance of mobile advertising as a key channel for audience reach and brand promotion.

Most internet traffic comes from Android devices (73.9%), making them the main channel for audience reach.

However, iOS still holds a notable share (25.7%).

Digital now accounts for over 70% of total ad spend worldwide

By the end of 2025, global ad expenditure reached $1.16 trillion (+6.5% YoY).

Digital advertising represents $862 billion, or 74.4% of total spend.

According to Digital 2026, the largest segments of digital advertising are:

• In-app advertising — $390 billion
• Search advertising — $352 billion
• Social media advertising — $277 billion
• Online video advertising — $208 billion
• Display/banner advertising — $185 billion

Global Programmatic Advertising

Programmatic ad spend reached $716 billion in 2025, growing by 10% (+$65 billion YoY).

Programmatic now accounts for 83.2% of all global digital ad spend, confirming advertisers’ strong preference for automated, data-driven media buying. More details.

In-app ad spend totaled $390 billion, showing an annual growth of +10.8%.

This sustained growth highlights the increasing importance of mobile apps as an effective communication channel. In-app formats drive engagement and allow precise targeting, making them one of the main growth engines of digital marketing in 2025–2026.

Key Takeaways from Digital 2026

• Mobile dominates: 96% of users go online via smartphones, making mobile the primary touchpoint for brands.
• Programmatic remains essential, driving over 80% of global digital spend and ensuring efficiency through automation and targeting.
• In-app advertising leads in engagement, enabling personalized brand communication within mobile environments.
• Global digital continues to grow, with mobile expansion and AI integration opening new opportunities for dynamic, data-driven marketing.

How BYYD Follows Global Digital Trends

As 96% of users access the internet via smartphones, BYYD helps brands and marketing agencies effectively reach audiences within mobile apps.

The platform combines the precision of programmatic buying with creative mobile formats such as Rich Media, Fullscreen, and interactive solutions — enabling brands not just to display ads but to build meaningful engagement with users.

Mobile advertising on BYYD performs across diverse verticals — from automotive and retail to beauty, electronics, and FMCG — adapting to each brand’s goals and audience.

To learn more about in-app and explore BYYD platform cases, visit the website.

For over 10 years, BYYD has been helping brands grow through mobile programmatic campaigns.

For consultations and partnership inquiries:

• Submit a request on our website 
• Email us at hello@byyd.me