In 2025, the number of Internet users reached 5.56 billion people, which is 67.9% of the world’s population. The number of social media users has grown to 5.24 billion, and the digital industry continues to transform, offering new opportunities for business.

Together with a digital marketing agency from the UAE, we analyze the main findings that will help entrepreneurs and marketers understand where the digital world is heading and which strategies can be most effective.

Artificial intelligence is becoming the standard

AI is confidently being introduced into everyday life and business processes. ChatGPT remains the leader among AI tools with 310 million unique users per month and 4.75 billion visits. However, more and more competitors are appearing on the market – Google Gemini, Microsoft Copilot, Perplexity.ai, which are gradually gaining an audience.

The key change is the integration of AI into popular services. Google has already integrated Gemini into 3 billion Workspace accounts, and Microsoft is actively promoting Copilot as a tool for working in Windows. Companies that ignore AI risk losing their competitive advantage.

Social networks are a key promotion tool

Social networks remain one of the main tools for interacting with customers. In 2025, 5.24 billion people use them, and 50% of users specifically search for information about brands there.

Content consumption trends differ by age:

• Young people (16-34) more often search for products on Instagram and TikTok.
• Users 35+ trust search engines and TV advertising more.
• For businesses, this means that there is no longer a one-size-fits-all approach – you need to take into account the preferences of different age groups.

Video content dominates

Video is the main driver of Internet traffic, accounting for 75% of all mobile traffic. YouTube remains the leading video platform with the highest engagement, but TikTok continues to take away audiences thanks to its short format and personalization algorithms.

Marketers should consider that users spend twice as much time on YouTube as on TikTok, which means long-form videos are still in demand.

Online Commerce Has Stabilized

Global online sales grew to $4.12 trillion (+14.6% year-on-year), but after the pandemic growth, the share of e-commerce in retail sales fell to 17.3%. This means that consumers are increasingly combining online and offline purchases.

The most popular product categories:

• Fashion – $770 billion
• Food – $680 billion
• DIY and building materials – $500 billion
• Electronics – $465 billion

Marketplaces and brands should take this into account when forming sales strategies.

New social networks are experiencing difficulties with growth

Although new platforms appear regularly, they find it difficult to compete with giants. Threads from Meta has 320 million active users, but 99% of the audience of large social networks is already present on several platforms, which makes it difficult for new services to grow.

This confirms the importance of multi-platform strategies – businesses need to be present on several platforms at once.

The average time spent on social media has decreased to 2 hours 21 minutes per day. However, users have become more active in exploring different platforms, and on average each person uses 6.83 social networks per month.

This means that it is important for brands to adapt content to different platforms and test new formats in order not to lose reach.

People care less about digital security

An interesting trend is the decrease in user concerns about the protection of personal data. The share of people expressing concern about online security has decreased by 7.1% over two years.

At the same time, 65% of users always accept cookies without thinking about the possible risks. This may mean that people are getting used to online surveillance or are simply tired of constant notifications about privacy policies.

Mobile networks are accelerating, and traffic continues to grow

Mobile internet speeds have increased by an average of 25%, and users now consume 21.6 GB of traffic per month.

Video remains the main driver of growth, which once again confirms that video advertising and content are key tools in digital strategies.

Generation 50+ is an underestimated audience segment

People 50+ make up 30% of the adult Internet audience, and their consumer activity is not inferior to young people:

• In the US, they make 53% of all purchases
• In e-commerce, they account for 40% of online transactions
• In the EU, consumers 50+ are responsible for 50% of all spending

However, only 4% of people over 65 feel that marketing takes their interests into account. Brands should reconsider their advertising campaigns and work more actively with this audience.

Conclusion

AI, video and social networks continue to dominate, and online commerce is stabilizing. Users are becoming more selective in choosing platforms and content formats, and the 50+ generation remains an important but undervalued audience.

For businesses and marketers, the main challenges for 2025 are adapting to new technologies, taking into account age differences in digital consumption, and diversifying advertising channels. To keep up with the trends, be sure to visit the WGG digital marketing agency blog.

Sustainability is a pressing global priority. Every industry, organisation and individual is called to contribute to carbon-reduction goals, aiming to mitigate climate change and reduce its impacts. While large-scale projects like renewable energy adoption or forest preservation steal the spotlight, smaller initiatives are equally important. 

Portable Appliance Testing (colloquially, PAT testing) is a key step in ensuring the safety of electrical appliances, but it also has broader implications. It contributes to energy efficiency, reduces waste and fosters a culture of sustainability within organisations. Let’s explore how PAT testing supports carbon-reduction goals while making workplaces safer and more efficient.

The Role of PAT Testing in Energy Efficiency

Every watt of energy wasted is an opportunity lost to reduce carbon emissions. Faulty or poorly maintained appliances can be silent culprits, consuming more electricity than necessary. Over time, this waste adds up, impacting both the environment and a company’s energy bills.

When conducting PAT testing, appliances are checked for defects, wear and inefficiencies that might lead to unnecessary energy consumption. For instance, a loose connection or damaged wiring can force appliances to draw more power than intended. By identifying these issues early, PAT testing ensures that appliances operate at their optimal energy efficiency.

Health and safety legislation in the UK requires employers to ensure electrical appliances are maintained in a safe working order to minimise risks such as electric shock and fire. Those responsible for conducting PAT tests should be provided with Portable Appliance Testing training to ensure they understand their legal duties towards electrical safety and what must be done to comply.

Identifying Energy-Hungry Appliances

Energy consumption varies significantly among appliances. Some devices, especially older models, are energy hogs, drawing excessive power compared to newer, more energy-efficient alternatives. 

PAT testing helps identify these energy-draining appliances. Through thorough inspections, technicians can measure the performance of electrical equipment and flag any that operate inefficiently. For instance, a fridge that struggles to maintain a consistent temperature or a printer that frequently overheats might be consuming far more power than necessary.

Once these appliances are identified, businesses can replace them with modern, energy-efficient models. Appliances with certifications like Energy Star or high ratings on the UK’s energy efficiency scale are designed to use less power while delivering better performance. Upgrading appliances is an investment in long-term savings and environmental responsibility.

This approach aligns seamlessly with carbon-reduction goals. By phasing out energy-hungry devices, organisations can lower their overall energy consumption, reduce their carbon footprint and contribute to broader sustainability targets. These actions may seem small in isolation, but collectively, they make a significant impact.

Reducing Waste through Maintenance and Repairs

One of the less apparent benefits of PAT testing is its role in promoting maintenance over replacement. It’s easy to discard appliances at the first sign of trouble. This approach creates massive amounts of waste, much of which ends up in landfills. Manufacturing and disposing of new appliances generate significant carbon emissions, further exacerbating the problem.

PAT testing shifts this mindset by prioritising maintenance. During routine checks, technicians can identify minor faults or wear and tear that might not yet compromise the appliance’s performance but could lead to future failures. Addressing these issues through timely repairs extends the lifespan of appliances, delaying the need for replacements.

This practice is closely tied to the principles of the circular economy. Rather than throwing away resources after one use, the circular economy emphasises reusing, repairing and recycling them. PAT testing supports this philosophy by ensuring that appliances remain functional for as long as possible.

For businesses, this means reduced waste disposal costs, lower spending on new equipment and a smaller environmental footprint. It’s a practical way to balance economic and environmental priorities, demonstrating that sustainability can be cost-effective and responsible at the same time.

Empowering Sustainable Mindsets and Practices

Sustainability is a mindset that is developed by creating a culture of sustainability within the workforce. Training programmes are essential for fostering sustainable behaviours within organisations. One standout initiative is the carbon literacy training programme, which equips individuals and teams with the knowledge and skills to understand their carbon footprint and take actionable steps to reduce it.

Employees who understand the importance of energy efficiency are more likely to support initiatives like PAT testing and appliance maintenance. They’re also more likely to adopt energy-conscious habits in their daily work, such as turning off unused equipment or opting for energy-saving settings.

Organisations that invest in training create a culture of responsibility. This culture often extends beyond the workplace, as employees bring these sustainable practices into their personal lives. Over time, these small changes add up, driving significant progress toward carbon-reduction goals.

By integrating training programmes with practical initiatives like PAT testing, businesses can align their operations with sustainability objectives. They build teams that are not only compliant with regulations but also proactive in reducing energy waste and environmental impact.

PAT Testing in the Workplace: Compliance and Sustainability

The Health and Safety at Work Act 1974 mandates employers to provide a safe workplace environment. Regular testing of electrical equipment is a key part of this responsibility.

However, PAT testing is also an opportunity to align safety efforts with sustainability goals. By ensuring that appliances are safe and efficient, businesses can reduce energy waste while meeting their legal obligations.

Industries like hospitality and manufacturing are already seeing the benefits of this approach. Hotels, for example, rely heavily on appliances for guest services. Similarly, manufacturing facilities with large machinery can use PAT testing to identify inefficiencies, minimise downtime and lower operational costs.

In Conclusion

PAT testing is more than a safety measure—it’s a tool for achieving carbon-reduction goals. By improving energy efficiency, identifying wasteful appliances and promoting maintenance over replacement, PAT testing directly supports sustainability efforts.

These initiatives take a holistic approach to reducing energy waste and environmental impact. Businesses that prioritise PAT testing protect their employees and are leading the way in building a more sustainable future. 

By embracing these practices, organisations can meet compliance requirements while contributing to the fight against climate change.