According to the results of the 2026 Household Information Technologies Usage Survey released by the Turkish Statistical Institute (TurkStat), the internet usage rate among individuals aged 16-74 rose to 92.3%. The report highlights current trends in internet and e-commerce habits by gender, the most preferred social media platforms, public service digital usage rates, and smart device preferences.
Digital Habits and E-Commerce Are Growing
According to TurkStat data, the internet usage rate increased from 90.9% in 2025 to 92.3% in 2026. Broken down by gender, the internet usage rate was recorded at 94.8% for men and 89.9% for women. The integration of digitalization into daily life was also reflected in shopping and public service usage:
- E-Commerce: The proportion of individuals purchasing goods or services online rose from 55.7% the previous year to 60.0% (Men: 63.4%, Women: 56.6%).
- Public Services: The rate of those using e-Government and the digital platforms of public institutions stood at 76.0% (Men: 82.7%, Women: 69.4%).
- Social Media: WhatsApp emerged as the most preferred platform in Turkey with a usage rate of 90.0%. It was followed by YouTube at 77.6% and Instagram at 71.1%.
Smart Device Preferences and Online Education
The survey also shed light on the transformation of consumers' smart technology and education habits. The proportion of individuals who engaged in online learning activities within the last three months increased by 5.2 points to 22.9%. Within the Internet of Things (IoT) ecosystem, internet-connected TVs became the most widely used smart device in homes at 62.0%. They were followed by robot vacuums and smart home appliances at 18.6%, and wearable technologies at 16.7%. Meanwhile, when purchasing a new phone, tablet, or computer, 89.3% of consumers stated that price was their primary consideration. Price was followed by hardware features (74.7%), energy efficiency (69.9%), and brand/design (69.5%).
Sectoral Implications
This latest data shared by TurkStat demonstrates that growth in the e-commerce ecosystem is continuing and that Internet of Things products, such as smart home appliances, are expanding their usage areas among Turkish consumers. Particularly, price-focused purchasing criteria and rising e-commerce rates stand out as key dynamics that the digital marketing and retail sectors must take into account in their strategic planning.
Frequently Asked Questions
According to the 2026 TurkStat survey, in which digital areas do men and women show the most significant differences?
According to the data, men's usage rates are slightly higher than women's in the categories of e-commerce shopping (63.4% compared to 56.6%) and e-Government/public service usage (82.7% compared to 69.4%). Social media preferences, on the other hand, show a very closely distributed pattern between genders.
What are consumers' priorities other than price when purchasing technological devices?
When buying a smartphone, tablet, or computer, consumers prioritize price at 89.3%, followed by hardware features at 74.7%, energy efficiency at 69.9%, and brand, design, or size at 69.5%.
*This news story was prepared based on data published by Webtekno — Artificial Intelligence.
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