Internet usage in Malta exceeds EU average, with e-commerce booming among younger age groups

Malta’s population continues to embrace the digital age, with nearly all individuals aged between 16 and 44 making use of the internet in 2024, according to newly published data from the National Statistics Office (NSO).

The survey on information and communication technology (ICT) usage, which was partly financed by the European Commission, highlighted that while internet usage among younger and middle-aged Maltese citizens was nearly universal, older demographics were slower to adopt. In fact, individuals aged 65 to 74 recorded the lowest internet usage levels, with only 70.2 per cent reporting they had used the internet during the reference period.

Despite this generational gap, Malta’s overall internet usage still surpasses the EU-27 average by 0.5 percentage points, further underscoring the island’s commitment to digital engagement.

Communication remains the primary driver behind internet usage in Malta, with 98.1 per cent of individuals stating they go online to communicate. Entertainment was also a major motivator, with 94.6 per cent of users turning to the internet for leisure activities such as streaming content or gaming.

E-commerce is also seeing strong uptake, with 270,318 internet users engaging in online shopping during the reference period. In terms of age, the 25 to 44 age bracket represented the largest group of e-commerce users, accounting for 57.6 per cent of online shoppers.

The data sheds light on consumer preferences when shopping online, with the most popular purchases being deliveries from restaurants, fast-food chains, or catering services. Clothes followed closely behind as another popular product category.

Differences in online shopping habits between men and women were also evident. Men were more likely to order food deliveries, while women were more inclined to purchase clothing online.

Service-related e-commerce activities also reflected growing trends, with the most commonly acquired services being transport from enterprises, such as ride-hailing services, followed by accommodation bookings from businesses.