Digital 2022: Latvia
This page contains all the data, insights, and trends you need to help you understand how people in Latvia use connected devices and services in 2022.
You’ll find our complete Digital 2022 report on Latvia in the “full report” section below, but let’s start by taking a look at the essential headlines for digital adoption and use in Latvia this year.
Latvia’s population in 2022
Latvia’s total population was 1.86 million in January 2022.
Data show that Latvia’s population decreased by 19 thousand (-1.0 percent) between 2021 and 2022.
53.9 percent of Latvia’s population is female, while 46.1 percent of the population is male.
At the start of 2022, 68.6 percent of Latvia’s population lived in urban centres, while 31.4 percent lived in rural areas.
Note: gender data are currently only available for “female” and “male”.
Latvia’s population by age
The median age of the population in Latvia is 44.4.
For additional context, here’s a look at how the population in Latvia breaks down by age group:
6.2 percent of Latvia’s population is between the ages of 0 and 4.
8.3 percent of Latvia’s population is between the ages of 5 and 12.
5.3 percent of Latvia’s population is between the ages of 13 and 17.
5.5 percent of Latvia’s population is between the ages of 18 and 24.
12.4 percent of Latvia’s population is between the ages of 25 and 34.
13.2 percent of Latvia’s population is between the ages of 35 and 44.
13.4 percent of Latvia’s population is between the ages of 45 and 54.
14.3 percent of Latvia’s population is between the ages of 55 and 64.
21.4 percent of Latvia’s population is aged 65 and above.
Note: percentages may not sum to 100 percent due to rounding.
Internet use in Latvia in 2022
There were 1.71 million internet users in Latvia in January 2022.
Latvia’s internet penetration rate stood at 92.0 percent of the total population at the start of 2022.
Kepios analysis indicates that internet users in Latvia increased by 20 thousand (+1.2 percent) between 2021 and 2022.
For perspective, these user figures reveal that 148.6 thousand people in Latvia did not use the internet at the start of 2022, meaning that 8.0 percent of the population remained offline at the beginning of the year.
However, issues relating to COVID-19 continue to impact research into internet adoption, so actual internet user figures may be higher than these published numbers suggest (see here for further details).
For the latest insights into internet adoption and use around the world, follow our regular Global Statshot reports.
Internet connection speeds in Latvia in 2022
Data published by Ookla indicate that internet users in Latvia could have expected the following internet connection speeds at the start of 2022:
Median mobile internet connection speed via cellular networks: 29.92 Mbps.
Median fixed internet connection speed: 62.44 Mbps.
Ookla’s data reveals that the median mobile internet connection speed in Latvia increased by 6.42 Mbps (+27.3 percent) in the twelve months to the start of 2022.
Meanwhile, Ookla’s data shows that fixed internet connection speeds in Latvia increased by 17.44 Mbps (+38.8 percent) during the same period.
Social media statistics for Latvia in 2022
There were 1.45 million social media users in Latvia in January 2022.
The number of social media users in Latvia at the start of 2022 was equivalent to 78.0 percent of the total population, but it’s important to note that social media users may not represent unique individuals (see our detailed notes on data to learn why).
Kepios analysis reveals that social media users in Latvia increased by 70 thousand (+5.1 percent) between 2021 and 2022.
Facebook users in Latvia in 2022
Data published in Meta’s advertising resources indicates that Facebook had 874.2 thousand users in Latvia in early 2022.
However, Meta made important changes to the way its advertising resources report audience reach data at the end of 2021 – including making significant revisions to its base audience data for Facebook – so the figures shown here are not directly comparable with figures published in our previous reports.
To learn more about these changes, please see this article, as well as our comprehensive notes on data.
The company’s revised audience figures mean that Facebook’s ad reach in Latvia was equivalent to 47.1 percent of the total population at the start of 2022.
However, Facebook restricts the use of its platform to people aged 13 and above, so it’s also worth highlighting that 55.0 percent of the “eligible” audience in Latvia uses Facebook in 2022.
For additional context, Facebook’s ad reach in Latvia was equivalent to 51.1 percent of the local internet user base (regardless of age) in January 2022.
At the start of 2022, 56.7 percent of Facebook’s ad audience in Latvia was female, while 43.3 percent was male.
Note: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Looking for more Facebook stats? Click here to explore our in-depth Facebook data for every country in the world.
YouTube users in Latvia in 2022
Updates to Google’s advertising resources indicate that YouTube had 1.45 million users in Latvia in early 2022.
This figure means that YouTube’s 2022 ad reach was equivalent to 78.0 percent of Latvia’s total population at the start of the year.
To put those figures in perspective, YouTube ads reached 84.8 percent of Latvia’s total internet user base (regardless of age) in January 2022.
At that time, 54.9 percent of YouTube’s ad audience in Latvia was female, while 45.1 percent was male.
Note: Google’s advertising resources only publish audience gender data for “female” and “male” users.
Instagram users in Latvia in 2022
Numbers published in Meta’s advertising tools indicate that Instagram had 675.6 thousand users in Latvia in early 2022.
This figure suggests that Instagram’s ad reach in Latvia was equivalent to 36.4 percent of the total population at the start of the year.
However, Instagram restricts the use of its platform to people aged 13 and above, so it’s helpful to know that 42.5 percent of the “eligible” audience in Latvia uses Instagram in 2022.
It’s also worth noting that Instagram’s ad reach in Latvia at the start of 2022 was equivalent to 39.5 percent of the local internet user base (regardless of age).
In early 2022, 56.8 percent of Instagram’s ad audience in Latvia was female, while 43.2 percent was male.
Note: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Looking for more Instagram stats? Click here to explore our in-depth Instagram data for every country in the world.
Facebook Messenger users in Latvia in 2022
Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached 589.3 thousand users in Latvia in early 2022.
However, Meta made important changes to the way its advertising resources report audience reach data at the end of 2021 – including making significant revisions to its base audience data for Facebook Messenger – so the figures shown here are not directly comparable with figures published in our previous reports.
To learn more about these changes, please see this article, as well as our comprehensive notes on data.
The company’s revised audience numbers suggest that Facebook Messenger’s ad reach in Latvia was equivalent to 31.7 percent of the total population at the start of the year.
Facebook Messenger restricts the use of its platform to people aged 13 and above though, so it’s also worth highlighting that ads reach 37.1 percent of Facebook Messenger’s “eligible” audience in Latvia in 2022.
For additional context, Facebook Messenger’s ad reach in Latvia is equivalent to 34.5 percent of the local internet user base (regardless of age).
At the start of 2022, 59.3 percent of Facebook Messenger’s ad audience in Latvia was female, while 40.7 percent was male.
Notes: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Looking for more Facebook Messenger stats? Click here to explore our in-depth Facebook Messenger data for every country in the world.
LinkedIn users in Latvia in 2022
Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 390.0 thousand “members” in Latvia in early 2022.
However, note that LinkedIn’s advertising tools publish audience reach data based on total registered members, rather than the monthly active users that form the basis of the ad reach figures published by most other social media platforms.
As a result, these LinkedIn figures are not directly comparable with the figures for other social media platforms published on this page, or in our Digital 2022 reports.
The company’s advertising reach figures suggest that LinkedIn’s audience in Latvia was equivalent to 21.0 percent of the total population at the start of 2022.
LinkedIn restricts the use of its platform to people aged 18 and above though, so it’s also helpful to know that 26.2 percent of the “eligible” audience in Latvia uses LinkedIn in 2022.
For additional context, LinkedIn’s ad reach in Latvia was equivalent to 22.8 percent of the local internet user base (regardless of age) at the start of the year.
In early 2022, 55.6 percent of LinkedIn’s ad audience in Latvia was female, while 44.4 percent was male.
Note: LinkedIn’s advertising resources only publish audience gender data for “female” and “male” users.
Looking for more LinkedIn stats? Click here to explore our in-depth LinkedIn data for every country in the world.
Twitter users in Latvia in 2022
Numbers published in Twitter’s advertising resources indicate that Twitter had 159.3 thousand users in Latvia in early 2022.
This figure means that Twitter’s ad reach in Latvia was equivalent to 8.6 percent of the total population at the time.
However, Twitter restricts the use of its platform to people aged 13 and above, so it may be helpful to know that 10.0 percent of the “eligible” audience in Latvia uses Twitter in 2022.
For additional context, Twitter’s ad reach in Latvia was equivalent to 9.3 percent of the local internet user base (regardless of age) at the start of the year.
Note: due to anomalies in the source data, we regret that we’re currently unable to provide insights into Twitter’s ad audience by gender.
Looking for more Twitter stats? Click here to explore our in-depth Twitter data for every country in the world.
Mobile connections in Latvia in 2022
Data from GSMA Intelligence shows that there were 2.63 million cellular mobile connections in Latvia at the start of 2022.
However, note that many people around the world make use of more than one mobile connection – for example, they might have one connection for personal use, and another one for work – so it’s not unusual for mobile connection figures to significantly exceed figures for total population.
GSMA Intelligence’s numbers indicate that mobile connections in Latvia were equivalent to 141.4 percent of the total population in January 2022.
The number of mobile connections in Latvia decreased by 14 thousand (-0.5 percent) between 2021 and 2022.
Additional resources
Just before we get to the full report, here are some suggestions for further reading, which will provide additional context for our full set of Digital 2022 numbers for Latvia:
Read our complete Digital 2022 Global Overview Report to get a comprehensive overview of the “state of digital” around the world in 2022.
Click here to see all of the Global Digital Reports we’ve published on Latvia over the past decade.
Explore all of our reports on countries in Northern Europe by clicking here.
Visit our complete online reports library to find all of the (free!) reports in the Global Digital Reports series.
If you’d like to receive updates when we publish new reports, click here to sign up for our newsletter.
Full report
You’ll find our complete Digital 2022: Latvia report in the SlideShare embed below (click here if that’s not working for you).