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The Digital Olympics 2021 – Round 2

In the second round of Click Consult’s 2021 Digital Olympics, the countries battle it out to take the top spot to see who is the most digitally-savvy nation. The first round in our Digital Olympics saw the USA take home gold, but will they be able to fight off strong competition from other countries to secure second?


To find out which nation has the most online activity, we used secondary research and took the top-performing countries in three areas; internet access, online spend, and time spent on social media. The countries were then scored between one and ten points for each ranking, depending on the position (ten points = first place).

Let’s find out which country is crowned the winner of our most digitally-savvy nation.

Snapping up another gold medal in the Click Consult Digital Olympics is the USA, scoring an impressive 25 points. But what makes the USA so digitally-savvy compared to other countries?

313.32 million users have access to the internet in America which is 93 per cent of the country’s population. The USA was the second nation spending the most money (USD) online behind China.

The Philippines, Nigeria, and India all managed to beat the USA when it came to the most time spent on social media. But the USA did manage to average a score of 25, which was two points clear of second place, ensuring another first-place finish for the USA.

Pipped to the post and taking home silver was the UK with a score of 23. When it comes to the highest percentage of internet users, the UK was joint-first with Germany, with 95 per cent of the population having access to the internet. The UK was the third nation to spend the most money (USD) online and was also the sixth country to spend the most time on social media.

China picked up a second bronze at the Digital Olympics, scoring a total of 16 points. One particular area that China is currently doing well in is spending the most money online, seeing off competition from the USA and the UK.

However, China could improve on the percentage of its population who have access to the internet. Only 854 million people out of a population of 1.398 billion were internet users.

There are some nations that are doing well in certain areas of online activity and deserve a special mention. Germany was joint first with the UK when it came to the population with the highest percentage of internet users, while the Philippines was the country that spent the most time on social media.

Our third and final event will focus on the countries that are investing in digital technology, looking closely at AI, cybersecurity, digital progress, and cryptocurrency. The USA has clinched double gold at the Click Consult Digital Olympics, but will they be able to take home a third in our final round? Watch this space.

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