92.9% of Estonian households use the internet, social media is increasingly popular
Data from Statistics Estonia show that the most popular online services used by the population in Estonia are banking and email. Compared with 2023, the number of social media users has increased – up by 5.7% in 2024.
“A total of 544,800 households, or 92.9% of Estonian households, use the internet,” stated Sigrid Saagpakk, analyst at Statistics Estonia.
The analyst added that there is a slight difference between the employed and the unemployed, for example – the share of internet users is lower among the latter. “While 97.7% of employed households use the internet, 91.6% of unemployed households do so,” she pointed out.
Looking at age groups, the highest proportion of internet users – over 95% – is found among 16–54-year-olds. Among the population aged 54 and over, the share is below 90%. “Seniors use the internet somewhat less than other age groups. This year, there were 104,000 internet users among 65–74-year-olds, accounting for nearly 70% of the age group,” the analyst noted.
Online shopping continues to be popular among inhabitants of Estonia
In terms of services, online banking (90.4%) and email (89.7%) are the most widely used. “More than 88% of people also use the internet to look for more information about various products or services. In addition, reading newspapers and magazines (81%), watching videos (74%) and listening to music (71%) online are common,” said the analyst.
People in Estonia also like to purchase and order various transport services – 57.9% of women and 58.7% for men do so. Buying tickets for events is also common, equally popular among women and men.
“Another trend that stands out is that the number of users of social networks, or social media, has been steadily increasing over the last few years. In 2024, the share of social network users among all internet users was 5.7% higher than last year,” Saagpakk said.
Men's and women's e-purchases are somewhat different
Men mainly buy clothes and footwear online (42.4%), order ready-made meals from restaurants or fast food chains (36.2%) and use streaming services (32.6%). Among men, purchasing accommodation services offered by various enterprises is also popular (34.9%) and 33.8% of men who use the internet have downloaded software updates.
“Women also prefer to buy clothing, footwear or accessories online (71%). Cosmetics and beauty products are also popular (48.5%). Like men, women like to order ready-made meals (37.9%),” the analyst added. In addition, women shop for medicines and health products (30.6%) and food and drink (25.9%) online.
The lowest share of internet users this year was seen in Võru county
In 2024, the highest proportion of internet users was recorded in Rapla county (95.4% of the county's total population). The share of people using the internet was 93.9% in Tartu county, 93.4% in Harju county and 93.4% in Pärnu county. The lowest proportion of internet users this year was seen in Võru county (85.5%).
The use of ICT by persons aged 16–74, households and enterprises is studied by statistical offices in all European Union countries according to a harmonised methodology. Statistics Estonia conducts the survey on the use of ICT in households and by 16–74-year-olds annually in the second quarter.
Since 2024, additional indicators are used to calculate sample weights: education and ethnic nationality. The purpose of using additional indicators is to increase the accuracy of the final data.
See also the dedicated section on information and communication technologies.
More detailed data have been published in the statistical database.
When using Statistics Estonia’s data and graphs, please indicate the source.
For further information:
Heidi Kukk
Media Relations Manager
Marketing and Dissemination Department
Statistics Estonia
Tel +372 625 9181
press [at] stat.ee (press[at]stat[dot]ee)