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It’s now become a trend for us at Connective Pros to provide a condensed overview of Trinidad and Tobago's yearly Digital Portal report.
The report is one of the most comprehensive digital assessments of each country’s digital behaviours, including time spent online, most used social media platforms, internet connection speeds, active digital users and so much more.
This year's report has a lot for us to review, so we will split this information into 2 blogs. In this first blog, we are going to cover online users and where they spend their time.
Here is what the report found:
How much of Trinidad and Tobago’s population is online?
Trinidad and Tobago’s population is currently at 1.53 million people. According to the report, the number of active internet users is 1.21 million. Meaning that internet penetration is currently at 79%.
What does this mean for local businesses?
It proves to both businesses and marketers that the majority of the local population is online. Making it one of the most populated advertising avenues and thus one of the most effective ways of ensuring your content reaches the largest local audience segment.
This number has been increasing throughout the years in these reports and further emphasizes how many local citizens are digitally connected and online.
Device Use and Web Traffic
One of the datasets that local companies have to pay particular attention to is mobile data use. The report found that 99.4% of online users are accessing social media via mobile devices. This is an increase from the previous report by 0.7%.
The share of web traffic by the device is as follows:
Mobile: 55.8%
Laptop and Desktop: 38.51%
Tablet Devices: 5.50%
Other Devices: 0.18%
Now that we know the devices people are connecting on, we now need to focus on where and how they are accessing the web.
The report found that Google Chrome is the most widely used browser with 69.07% of web browsers running on any device. Safari comes in second with 14.55%.
It must be noted, however, that the report omitted the most frequented websites, which is important data in our analysis. They did not state why this data is missing from this year's report. For reference, last year's data showed that the top three websites visited locally were Google, YouTube and Amazon.
How do we interpret the data above?
Here are the key takeaways for businesses and marketing experts locally to focus on:
● Digital content has to be created with a mobile approach. This means that all digital content and ads must be planned and sized for mobile devices. With such a high portion of the local population using mobile for the majority of their digital consumption, it's important that content is thought of mobile-first and desktop second.
● Google Chrome is the most used web browser emphasizes our point from last year that, companies have to use and optimize all Google advertising. Including a regularly updated Google Business Page, Google Search Ads and Google Display Ads (online and mobile).
E-commerce Stats:
Here is the key information about the local e-commerce industry:
● Credit Card Ownership: 16%
● Debit Card Ownership: 60.8%
● Made a purchase using a mobile phone or the internet: 16.5%
How do we interpret the data above?
This data has not changed at all since last year which indicates a slowdown in e-commerce activity locally. Similar to last year, it is a good sign that users are making purchases online but low credit card ownership and the lack of ability for locals to use their debit cards online means that little to no progress has been made.
Stay tuned for our second blog next week, which will examine the social media statistics found in the report.
What have you taken away from this year’s digital report of Trinidad and Tobago? Tell us in the comments or better yet be a guest contributor and respond to our article- Send us an email at info@connectivepros.com
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