What this quarter’s digital data tells us — and what your brand should already be acting on
Let’s cut to it.
Let’s not pretend these numbers are a surprise.
The internet is massive. Mobile is everywhere. Social is saturated.
We’ve been tracking this for years — and if you’ve followed Simon Kemp (like I have), you’ll know the real value isn’t in the data itself. It’s what you do with it.
I’ve had Simon on my podcast (when I ran an international agency). I’ve worked with brands around the world, from vehicle accessories, skincare to pet food. But here’s the uncomfortable truth:
Most brands still aren’t getting the return they should be.
Simon Kemp’s latest Digital 2025 Statshot confirms what many of us in the trenches already know:
We’re not short on reach — we’re short on traction. And if you’re still measuring success in likes and followers, you’ve missed the plot.
Let’s get into the numbers — and more importantly, what you need to do now.
Everyone’s connected. That’s not the advantage anymore.
- 5.65 billion internet users
- 5.76 billion mobile users
- Up by hundreds of millions — but growth is steady, not spiky
So what?
You’re not early. You’re not late. You’re in a sea of sameness.
And that means it’s not about being present — it’s about being relevant. Fast. Useful.
It’s time to stop saying “digital-first” and start acting like it.
Click-through rates are tanking.
- Global average CTR for display ads is now just 0.4%
Let that sink in.
For every 1,000 impressions, fewer than five people click.
So what?
It means your beautifully designed ad? Probably ignored.
Your perfectly targeted campaign? Scrolled past.
Your expensive media budget? Not working as hard as it should.
You’re not fighting for reach anymore. You’re fighting for relevance.
What used to work — generic banners, vanity CPMs, clickbait creative — is now just wallpaper. The brands winning are the ones that:
- Nail the message
- Solve a problem
- And make the next step stupidly easy
If your media plan doesn’t involve relentless creative testing, smarter segmentation, and frictionless UX — you’re just adding to the noise.
Social’s not dying — it’s just grown up
- 5.41 billion users
- That’s 95.7% of all internet users
- But usage is fragmenting — private messaging, closed communities, creators, short-form
So what?
This isn’t about organic reach or follower count anymore.
It’s about showing up exactly where your customers are — and earning attention every single day.
The old model of ‘content calendar + scheduled posts + hope’ isn’t cutting it.
Search still drives intent. But it’s evolving — fast.
- 80.6% of online adults use search monthly
- But how they search is changing — AI, voice, zero-click, suggested answers
So what?
Your search strategy can’t just be ‘we have a blog’.
It needs to be:
- Structured
- Optimised
- Genuinely useful
And no, ChatGPT isn’t killing SEO. It’s just raising the bar.
You either show up with substance — or you don’t show up at all.
TL;DR: Don’t just read the stats. Act on them.
| Data Point | What to Do |
|---|---|
| CTR is down to 0.4% | Rethink your creative. Test obsessively. Track what converts. |
| Everyone’s on social | Stop pushing. Start solving. Be worth their time. |
| Search still matters | Invest in the long tail. Get your schema and product pages sorted. |
| Digital growth is flatlining | That’s your signal to go deeper, not wider. Improve what happens after the click. |
Final thought: Most brands are busy. The smart ones are building.
If you’re still reporting on reach without results, it’s time to recalibrate.
If your teams are still siloed, your UX still clunky, your ad creative still generic — fix it. Fast.
Digital maturity isn’t a department. It’s how you show up every day.
Need support? That’s what we do — with brands that are ready to stop ticking boxes and start moving the needle.
You can read the full report here
Cognitive Union is a progressive, boutique learning and performance consultancy. We work with forward-thinking businesses. Transforming their people. Shaping their culture. Helping them embrace change and take on the world. Find this blog useful? Sign up to our email newsletter (bottom of this page) where you can receive articles like this and other insights (not publically published), and you can also follow us on LinkedIn.