Digital 2024: Latvia
PLEASE NOTE…
We publish regular updates to the Global Digital Reports series.Click here to ensure you’re using our latest data for Latvia.
This page contains all the latest data, insights, and trends you need to help you understand how people in Latvia use digital devices and services in 2024.
If you want to check whether this is our most up-to-date report for Latvia, or if you’re looking for data on digital trends and behaviours in Latvia for previous years, you can find DataReportal’s full collection of reports on Latvia by clicking here.
You’ll also find the complete Digital 2024 report for Latvia in the “full report” section below, but we’ll start by taking a look at the essential headline numbers for Latvia this year.
Just before that, we’d like to thank We Are Social and Meltwater for making the 2024 Global Digital Reports series possible.
OK, let’s get into the data…
The state of digital in Latvia in 2024
Here are DataReportal’s essential headlines for digital adoption and use in Latvia in early 2024:
There were 1.69 million internet users in Latvia at the start of 2024, when internet penetration stood at 92.9 percent.
Latvia was home to 1.46 million social media users in January 2024, equating to 80.2 percent of the total population.
A total of 2.65 million cellular mobile connections were active in Latvia in early 2024, with this figure equivalent to 145.8 percent of the total population.
These headline stats offer a great overview of the “state of digital” in Latvia, but in order to make sense of how digital trends and behaviours are evolving, we need to dig deeper into the data.
Let’s take a closer look at what the latest numbers tell us, starting with some valuable context relating to the population of Latvia.
Population of Latvia in 2024
The population of Latvia stood at 1.82 million in January 2024.
Data shows that Latvia’s population decreased by 20 thousand (-1.1 percent) between early 2023 and the start of 2024.
53.5 percent of Latvia’s population is female, while 46.5 percent of the population is male.
At the start of 2024, 68.8 percent of Latvia’s population lived in urban centres, while 31.2 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 Latvia’s population is 44.1.
Here’s how Latvia’s total population breaks down by age group:
4.6 percent is between the ages of 0 and 4.
8.7 percent is between the ages of 5 and 12.
5.4 percent is between the ages of 13 and 17.
6.7 percent is between the ages of 18 and 24.
10.7 percent is between the ages of 25 and 34.
13.8 percent is between the ages of 35 and 44.
13.7 percent is between the ages of 45 and 54.
14.0 percent is between the ages of 55 and 64.
22.4 percent is aged 65 and above.
Note: percentages may not sum to 100 percent due to rounding.
Internet use in Latvia in 2024
There were 1.69 million internet users in Latvia in January 2024.
Latvia’s internet penetration rate stood at 92.9 percent of the total population at the start of 2024.
Kepios analysis indicates that internet users in Latvia decreased by 17 thousand (-1.0 percent) between January 2023 and January 2024.
For perspective, these user figures reveal that 128.6 thousand people in Latvia did not use the internet at the start of 2024, suggesting that 7.1 percent of the population remained offline at the beginning of the year.
However, complexities associated with the collection and analysis of internet user data mean that it can often take several months before research is ready for publication. As a result, the latest published figures for internet use invariably under-represent reality, and actual adoption and growth may be higher than the figures shown here suggest. Please see our comprehensive notes on data for further details.
Dig deeper: for the latest insights into internet adoption and use around the world, follow our regular Global Statshot reports.
Internet connection speeds in Latvia in 2024
Data published by Ookla indicate that internet users in Latvia could have expected the following internet connection speeds at the start of 2024:
Median mobile internet connection speed via cellular networks: 73.64 Mbps.
Median fixed internet connection speed: 88.77 Mbps.
Ookla’s data reveals that the median mobile internet connection speed in Latvia increased by 27.54 Mbps (+59.7 percent) in the twelve months to the start of 2024.
Meanwhile, Ookla’s data shows that fixed internet connection speeds in Latvia increased by 16.44 Mbps (+22.7 percent) during the same period.
Social media statistics for Latvia in 2024
DataReportal’s figures show that there were 1.46 million active social media user identities in Latvia in January 2024.
Note: over the past year, we’ve made some important changes to how we calculate social media user numbers, and the data sources that we use to inform these calculations have also made significant and wide-ranging revisions to their published figures during that period.
As a result, our latest figure for social media use might appear to be quite different to the values that we published in previous years.
Because of this, we advise caution when comparing the social media user values published in this year’s reports with those published in previous years, especially because changes in reported values may be the result of “corrections” in the source data, as well as changes in actual user behaviour.
For clarity, Kepios analysis shows that social media users in Latvia decreased by 20 thousand (-1.4 percent) between early 2023 and the beginning of 2024.
The number of social media users in Latvia at the start of 2024 was equivalent to 80.2 percent of the total population, but it’s important to stress that social media users may not represent unique individuals (see our detailed notes on data to learn why).
Meanwhile, data published in the ad planning tools of top social media platforms indicates that there were 1.30 million users aged 18 and above using social media in Latvia at the start of 2024, which was equivalent to 87.9 percent of the total population aged 18 and above at that time.
More broadly, 86.3 percent of Latvia’s total internet user base (regardless of age) used at least one social media platform in January 2024.
At that time, 54.0 percent of Latvia’s social media users were female, while 46.0 percent were male.
Note: gender data are currently only available for “female” and “male”.
Facebook users in Latvia in 2024
Data published in Meta’s advertising resources indicates that Facebook had 825.3 thousand users in Latvia in early 2024.
However, Meta has made important changes to the way its advertising resources report audience reach data over recent months – including making significant revisions to its base audience data for Facebook – so the figures shown here may not be 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.
Facebook user growth in Latvia
Figures published in Meta’s own tools indicate that Facebook’s potential ad reach in Latvia decreased by 22 thousand (-2.6 percent) between January 2023 and January 2024.
For more recent context, the same data show that the number of users that marketers could reach with ads on Facebook in Latvia decreased by 99 thousand (-10.7 percent) between October 2023 and January 2024.
However, it’s important to stress that these advertising reach figures are not the same as the monthly active users figures that Meta reports in its investor earnings announcements, and they should not be interpreted as such.
As the company states within its ad planning tools,
“Estimated audience size is not a proxy for monthly or daily active users, or for engagement. Estimates aren’t designed to match population, census estimates or other sources, and may differ depending on factors such as how many accounts across Meta technologies a person has, how many temporary visitors are in a particular geographic location at a given time, and Meta user-reported demographics.”
As a result, changes in ad reach may not necessarily indicate any change in the platform’s overall user base.
But despite these caveats, Meta’s ad reach data still offers valuable insights into how Facebook use is evolving.
Facebook adoption in Latvia
Facebook’s ad reach in Latvia was equivalent to 45.3 percent of the total population at the start of 2024.
However, Meta only allows people aged 13 and above to use Facebook, so it’s worth highlighting that 52.3 percent of the “eligible” audience in Latvia uses Meta in 2024.
For additional context, Facebook’s ad reach in Latvia was equivalent to 48.8 percent of the local internet user base (regardless of age) in January 2024.
At the start of 2024, 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 2024
Google’s advertising resources indicate that YouTube had 1.46 million users in Latvia in early 2024.
It’s important to stress that these advertising reach figures do not necessarily represent the same thing as monthly active user figures though, and there may be meaningful differences between the size of YouTube’s ad audience and its total active user base.
However, the company’s own data suggests that YouTube’s ad reach in early 2024 was equivalent to 80.2 percent of Latvia’s total population at the start of the year.
To put those figures in perspective, YouTube ads reached 86.3 percent of Latvia’s total internet user base (regardless of age) in January 2024.
At that time, 54.0 percent of YouTube’s ad audience in Latvia was female, while 46.0 percent was male.
Note: Google’s advertising resources only publish audience gender data for “female” and “male” users.
YouTube user growth in Latvia
Data published in Google’s own ad planning tools show that YouTube’s potential ad reach in Latvia decreased by 20 thousand (-1.4 percent) between the start of 2023 and early 2024.
Meanwhile, the same data show that the number of users that marketers could reach with ads on YouTube in Latvia remained unchanged between October 2023 and January 2024.
▶ Looking for more YouTube stats? Click here to explore our in-depth YouTube data for every country in the world.
Instagram users in Latvia in 2024
Numbers published in Meta’s advertising tools indicate that Instagram had 618.2 thousand users in Latvia in early 2024.
The company’s regularly revised figures suggest that Instagram’s ad reach in Latvia was equivalent to 34.0 percent of the total population at the start of the year.
However, Meta only allows people aged 13 and above to use Instagram, so it’s worth highlighting that 39.2 percent of the “eligible” audience in Latvia uses Instagram in 2024.
It’s also worth noting that Instagram’s ad reach in Latvia at the start of 2024 was equivalent to 36.5 percent of the local internet user base (regardless of age).
In early 2024, 61.8 percent of Instagram’s ad audience in Latvia was female, while 38.2 percent was male.
Note: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Instagram user growth in Latvia
Data published in Meta’s planning tools show that Instagram’s potential ad reach in Latvia increased by 5,400 (+0.9 percent) between January 2023 and January 2024.
On a quarterly basis, the company’s data also reveal that the size of Instagram’s ad audience in Latvia decreased by 58 thousand (-8.5 percent) between October 2023 and January 2024.
As we noted in the Facebook section above though, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.
▶ Looking for more Instagram stats? Click here to explore our in-depth Instagram data for every country in the world.
TikTok users in Latvia in 2024
Figures published in ByteDance’s advertising resources indicate that TikTok had 741.5 thousand users aged 18 and above in Latvia in early 2024.
Note that ByteDance allows marketers to target TikTok ads to users aged 13 and above via its advertising tools, but these tools only show audience data for users aged 18 and above.
For context, ByteDance’s figures indicate that TikTok ads reached 50.1 percent of all adults aged 18 and above in Latvia at the start of 2024.
Meanwhile, TikTok’s ad reach in Latvia was equivalent to 43.8 percent of the local internet user base at the beginning of the year, regardless of age.
In early 2024, 50.0 percent of TikTok’s ad audience in Latvia was female, while 50.0 percent was male.
Note: ByteDance’s advertising resources only publish audience gender data for “female” and “male” users.
Having said that, ad audiences often only account for a subset of a platform’s total users, and given that TikTok’s ad tools only publish data for users aged 18 and above, it’s important to remember that trends in TikTok’s ad reach figures may not necessarily match changes in the platform’s overall user base.
▶ Looking for more TikTok stats? Click here to explore our in-depth TikTok data for every country in the world.
Facebook Messenger users in Latvia in 2024
Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached 582.7 thousand users in Latvia in early 2024.
The company’s frequently revised audience numbers suggest that Facebook Messenger’s ad reach in Latvia was equivalent to 32.0 percent of the total population at the start of the year.
Meta only allows people aged 13 and above to use Facebook Messenger though, so it’s worth highlighting that 36.9 percent of Facebook Messenger’s “eligible” audience in Latvia in 2024.
For additional context, Facebook Messenger’s ad reach in Latvia is equivalent to 34.4 percent of the local internet user base (regardless of age).
At the start of 2024, 59.5 percent of Facebook Messenger’s ad audience in Latvia was female, while 40.5 percent was male.
Notes: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Facebook Messenger user growth in Latvia
Data published in Meta’s planning tools show that Facebook Messenger’s potential ad reach in Latvia increased by 13 thousand (+2.3 percent) between January 2023 and January 2024.
On a quarterly basis, the company’s data reveal that the size of Facebook Messenger’s ad audience in Latvia decreased by 43 thousand (-6.8 percent) between October 2023 and January 2024.
However, as we noted in the Facebook section above, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.
▶ 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 2024
Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 500.0 thousand “members” in Latvia in early 2024.
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 2024 reports.
The company’s advertising reach figures suggest that LinkedIn’s audience in Latvia was equivalent to 27.5 percent of the total population at the start of 2024.
LinkedIn prevents people below the age of 18 from using its platform though, so it’s also helpful to know that 33.8 percent of the “eligible” audience in Latvia uses LinkedIn in 2024.
For additional context, LinkedIn’s ad reach in Latvia was equivalent to 29.6 percent of the local internet user base (regardless of age) at the start of the year.
In early 2024, 55.9 percent of LinkedIn’s ad audience in Latvia was female, while 44.1 percent was male.
Note: LinkedIn’s advertising resources only publish audience gender data for “female” and “male” users.
LinkedIn user growth in Latvia
Data published in LinkedIn’s planning tools show that LinkedIn’s potential ad reach in Latvia increased by 60 thousand (+13.6 percent) between the start of 2023 and the beginning of 2024.
On a quarterly basis, the company’s data reveal that the size of LinkedIn’s ad audience in Latvia increased by 10 thousand (+2.0 percent) between October 2023 and January 2024.
However, because LinkedIn’s ad audience figures are based on total registered members rather than monthly active users, it’s unclear whether these trends might reflect changes in active LinkedIn use too.
▶ Looking for more LinkedIn stats? Click here to explore our in-depth LinkedIn data for every country in the world.
X users in Latvia in 2024
Numbers published in X (Twitter)’s advertising resources indicate that X had 544.0 thousand users in Latvia in early 2024.
This figure means that X’s ad reach in Latvia was equivalent to 29.9 percent of the total population at the time.
However, it’s important to stress that these advertising reach figures are not the same as monthly active user figures, and there may be meaningful differences between the size of X’s ad audience and its total active user base.
Moreover, we’ve seen some particularly bizarre trends in the data reported in X’s advertising tools over the past year, so we’d advise caution when it comes to analysing these X figures.
It’s worth noting that X only allows people aged 13 and above to use its platform, so the latest figures suggest that 34.5 percent of the “eligible” audience in Latvia uses X in 2024.
For additional context, X’s ad reach in Latvia was equivalent to 32.2 percent of the local internet user base (regardless of age) at the start of the year.
In early 2024, the company’s own data indicated that 40.7 percent of X’s ad audience in Latvia was female, while 59.3 percent was male.
However, it’s worth noting that X infers its users’ gender, by analysing signals such as the name that users enter in their profile, and their broader activity on the platform.
This contrasts with the gender data offered in the advertising tools of platforms like Facebook, which relies on the gender that users themselves enter in their own profile.
Moreover, our analysis suggests that X’s inferences may not be particularly reliable in determining users’ gender, especially in countries where English is not the dominant language.
For example, consumer research findings published by GWI often offer quite a different picture of X use by gender compared with X’s own audience data.
But the apparent distortions that frequently appear in X’s inferred gender data may be due in large part to the high number of “non-human” accounts that feature in X’s active user data (e.g. accounts that represent businesses, animals, musicians, etc.), especially because X doesn’t currently separate these accounts out from “real” human individuals in the ways that Facebook and Instagram do.
Regardless of the cause of these anomalies though, we advise caution when analysing or interpreting X’s reported figures for use by gender.
X user growth in Latvia
Data published in X (Twitter)’s own ad planning tools show that X’s potential ad reach in Latvia increased by 256 thousand (+88.8 percent) between the start of 2023 and early 2024.
Meanwhile, the same data show that the number of users that marketers could reach with ads on X in Latvia decreased by 52 thousand (-8.7 percent) between October 2023 and January 2024.
However, please note that the figures published in X’s planning tools appear to be liable to significant fluctuation – even over short periods of time – and these anomalies may impact the reliability and representativeness of this change data.
▶ 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 2024
Data from GSMA Intelligence shows that there were 2.65 million cellular mobile connections in Latvia at the start of 2024.
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 145.8 percent of the total population in January 2024.
The number of mobile connections in Latvia increased by 27 thousand (+1.0 percent) between the start of 2023 and the start of 2024.
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 2024 numbers for Latvia:
Read our complete Digital 2024 Global Overview Report to get a comprehensive overview of the “state of digital” around the world in 2024.
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 2024: Latvia report in the embed below (click here if you can’t see that, or if you can’t change the slides).