The development of digital media and digital advertising is associated with the growth of the global penetration of the Internet, as well as the growth of time spent by users on the network.

At the moment, more than half of the world's population is connected to the network, and, judging by the latest data, almost a quarter of a billion new users for the first time joined the Internet in 2017. The majority of new users appeared on the network due to the decrease in the cost of smartphones and tariff plans for mobile communication, which became available to a wider population. Mobile phones (mostly smartphones) have got more than two thirds of the world's population. The number of mobile phone users in 2018 was 5.175 billion people (68%), which is 4% more than in the same period in 2017.

The growth of Internet penetration will continue, and according to forecasts of the International Telecommunication Union, by 2020 the Internet will be available to 60% of the world population.