From 2005 to 2025, the digital landscape in North America has grown and matured in ways that go far beyond simple increases in usage. In 2005, the internet was still a significant growth area; by 2015, digital channels had become mainstream; and by 2025, connectivity, mobile devices, streaming, search, commerce, and advertising are deeply embedded in consumer and business behavior.
For marketers in B2B and B2C alike, understanding how buyers engage online today means looking back at how behaviors have evolved—and adapting strategic thinking accordingly.
Table of Contents
Connectivity and Internet AccessMobile and Device UsageSocial Media and EngagementSearch and Online DiscoveryE-commerce and Digital Buying BehaviorDigital Advertising and Channel EvolutionThe Last Two DecadesThe Next Decade: 2035 and Beyond
Connectivity and Internet Access
96 % of U.S. adults say they use the internet.
In 2005, internet access was substantial but not universal—many households still lacked home broadband or reliable online access. By 2015, broadband was commonplace, devices were more capable, and the proportion of online adults was much higher. By 2025, connectivity will have essentially become a given: nearly all adults will report using the internet, home broadband penetration will be high, and mobile data and high-speed connections will be expected as part of daily life.
For businesses, the relevance of the offline audience is minimal today; the challenge now is standing out amid ubiquitous connectivity.
Behavior200520152025% of U.S. adults using internet~68%~86%~96%Home broadband adoptionEmerging; many dial-up or slower connectionsMajority households via broadbandLarge majority, high-speed broadband widely availableTypical connection speed/qualityLower speeds, less consistentFaster broadband, better reliabilityHigh-speed, always-on, including mobile dataAddressable online audienceLimited by access gapsMuch larger and more uniform accessEffectively full adult population
Takeaway: Since connectivity is now nearly universal, digital channels are no longer optional—they are foundational to marketing strategy. Whether you’re targeting consumers or business buyers, you can assume your audience is online and connected.
Mobile and Device Usage
Most U.S. adults today say they use the internet (95 %), have a smartphone (90 %) or subscribe to high-speed internet at home (80 %).
In 2005, mobile internet usage was minimal—phones were mostly for voice and text, and web browsing was desktop-centric. By 2015, mobile devices had become central: smartphones were standard, mobile internet usage was widespread, and apps began to transform how people engage. By 2025, mobile devices will dominate how users access and interact with content online.
The always-connected mobile user expects seamless experiences across devices and contexts. For marketers, this underlines the importance of mobile-first design, responsive content, context-aware campaigns, and app integrations.
Behavior200520152025Smartphone ownershipVery low (<20%)~64%+ of adults~90%+ of adultsMobile internet access & usageLimited, slower devicesWidespread mobile web/app useDominates daily accessMulti-device behaviorDesktop/laptop mostlyDesktop + mobile + tablet mixMobile-first, multi-screen, always-onImplications for marketersDesktop-centric experienceMobile-friendly becomes standardMobile‐first experience, small screen & context matter
Takeaway: Mobile is now the primary way many users engage online. Marketers must design experiences for mobile-first contexts—fast, intuitive, accessible on the go—and adapt to multitasking, smaller screens, and mobile behavior patterns.
Social Media and Engagement
Half of U.S. adults say they use Instagram.
In 2005, social networking was still a niche—platforms like MySpace or early forums were beginning to gain traction, and brands were only experimenting with presence. By 2015, social networks had become significant channels for interaction; users were active daily, sharing content and connecting with brands, and many companies were investing in social media marketing. By 2025, social media is deeply embedded in how both consumers and business professionals communicate, consume information, and engage with brands.
But the space is more complex: multiple platforms, short-form video formats, algorithmic feeds, influencer ecosystems all demand refined strategies. For marketers, the name of the game is authentic engagement, platform-specific creative, audience-centric interactions, and driving audiences to connect directly to avoid advertising costs to reach followers.
Behavior200520152025% of U.S. adults using social media~7% (early adopters)~65%~75%+ multi-platform usageDominant platformsEarly networks (MySpace/blogs)Facebook, Twitter, LinkedIn, InstagramFacebook, YouTube, Instagram, TikTok, LinkedInEngagement formatsText/status updates, basic photosVideo uploads, live streaming emergingShort‐form video, stories, live, influencer-ledMarketing implicationsBrand presence emergingPaid social, community building, content marketingHigh competition, diversified formats, influencer strategy
Takeaway: Social media is no longer optional—or free. Marketers must craft platform-specific strategies, create engaging content adapted for each medium, build communities, leverage influencers, and pay for advertising to break through. Presence plus ads done well matters.
Search and Online Discovery
Search advertising accounted for $102.9 billion of U.S. digital advertising revenue in 2024.
Search has always been a core way people discover information, products, and services online—but the nature of search has shifted significantly. In 2005, it was mainly desktop keyword searches; by 2015, mobile search and near-me behavior began to dominate; by 2025, search spans voice, image, assistant-based queries, in-app discovery, and now an emerging AI market.
For marketers targeting both B2C and B2B buyers, this means that being discoverable isn’t just about ranking for keywords on desktop—it’s about optimizing for multiple search contexts, devices, and formats, and being present at moments of intent across the buyer journey.
Behavior200520152025Discovery channelDesktop search predominatesDesktop + mobile search; “near-me” risingMulti-modal: voice, image, AI assistants dominateQuery typesText keywords, broad intentLocation/intent queries, mobile contextConversational voice, visual search, predictive AIMarketing tacticsDesktop SEO + PPC adsMobile-optimized SEO, structured dataVoice/image search optimization, omni-channel attributionBuyer behaviorResearch then purchaseSeamless switching between devicesResearch anytime/anywhere, expect immediate answers
Takeaway: Search remains a vital point of discovery, especially for business and consumer buyers with intent. However, marketers must optimize for more than traditional desktop keywords—voice, mobile context, visual search, and AI-driven discovery are increasingly important.
E-commerce and Digital Buying Behavior
E-commerce sales in the first quarter of 2025 accounted for 16.2 % of total U.S. retail sales.
In 2005, online shopping was still emerging—consumers were experimenting with digital storefronts, but the majority of retail transactions took place in brick-and-mortar stores. Trust, speed, and convenience were major hurdles. By 2015, e-commerce had gained significant ground, with online marketplaces like Amazon, Walmart.com, and Shopify stores becoming household destinations. Digital payment confidence and logistics improved, while mobile commerce began reshaping how consumers shopped.
By 2025, digital commerce is mainstream. One in six retail dollars in the U.S. is now spent online, and consumers expect seamless checkout experiences, real-time shipping updates, and personalization across channels. For B2B buyers, digital procurement and self-service platforms mirror the ease and autonomy of consumer e-commerce. Businesses unable to provide a frictionless, digitally integrated experience risk losing relevance as purchasing shifts decisively online.
Behavior200520152025Online buying uptake~2–3 % of total retail sales~7 % of U.S. retail16.2 % of total U.S. retailMobile commerceMinimalGrowing rapidlyMajor channel for transactionsBuyer expectationsBasic checkout, limited shipping optionsFaster checkout, two-day delivery normalizingSame-day delivery, subscription and omnichannel experiencesB2B online procurementRare, manual processesGrowing online ordering and vendor portalsFully digital procurement ecosystems, AI-enabled vendor selection
Takeaway: E-commerce now defines mainstream retail and business purchasing. For marketers, this demands end-to-end optimization—from discovery to checkout—built around seamless, mobile-friendly experiences and robust omnichannel integration.
Digital Advertising and Channel Evolution
The digital advertising industry reached new heights in 2024, with ad revenue climbing to $259 billion.
In 2005, digital advertising was modest compared with traditional media; formats were mostly banner display and search text ads, and targeting was basic. By 2015, digital spend had surged, mobile and social ad formats emerged, and programmatic buying ramped up. By 2025, digital advertising dominates the marketing mix: video, connected TV, influencer marketing, shopping ads, and programmatic across devices are standard.
For both B2C and B2B marketers, media strategy must be digital-first—data, targeting, measurement, creative, and optimization must be built for digital environments, not retrofitted.
Behavior200520152025Digital ad spend magnitudeEarly stage (~US$12.5 billion in 2005)~US$60 billion+ U.S. digital ad revenue~$259 billion U.S. internet ad revenueFormats & channelsSearch text ads + display bannersSocial media ads, mobile ads, video ads emergingMulti-format: short-form video, CTV, native, influencer, programmaticTargeting & measurementBasic demographics/contextual targetingBehavioral targeting, retargeting, mobile trackingAdvanced targeting (AI-driven), cross-device attribution, personalizationImplication for marketersDigital channel optionalDigital channel coreDigital is dominant; marketing tech stack + creative–data integration essential
Takeaway: Digital advertising is now at the heart of both consumer and business marketing. Brands must allocate budgets with digital-first in mind, build capability in modern formats and targeting, and optimize continuously to capture audience attention and drive conversions in a competitive environment.
The Last Two Decades
Over the span of two decades—from 2005 to 2025—the digital ecosystem in North America has shifted from getting online to living online. Connectivity is nearly universal, mobile devices are central, social media is deeply embedded, search and discovery are multi-modal, commerce is digital by default, and data, formats, and platforms power advertising.
For marketers targeting consumers or business buyers, the implication is clear: digital is no longer an add-on—it is the foundation. Strategies must align with mobile-first experiences, optimized buyer journeys, platform-specific formats, and data-driven measurement. By reflecting on how behavior has evolved—what worked in 2005, what succeeded by 2015, and what thrives in 2025—you can place your brand and campaigns proactively for the future evolution of digital behavior.
The Next Decade: 2035 and Beyond
By 2035, artificial intelligence (AI) will be deeply woven into nearly every aspect of daily and professional life. The concept of being online will blur, giving way to a reality where AI serves as both the interface and the interpreter of our digital experiences.
Mobile devices will evolve into ever-present personal assistants—far more than tools for communication or entertainment. They will anticipate needs, curate and prioritize information, and make decisions on our behalf. Instead of searching, users will converse with intelligent systems that understand personal context, goals, and preferences, delivering distilled insights instead of search results.
Websites will no longer be static or navigational in the traditional sense. Each business will operate a unique language model, purpose-built to reflect its brand, products, and expertise. Visitors will interact with these models conversationally, receiving tailored solutions that align perfectly with the company’s deliverables and differentiation. A corporate site will effectively become a living, reasoning representation of the business itself—accessible in natural language, able to summarize complex offerings, qualify leads, provide customer service, and even generate content autonomously.
Traditional search engines will largely fade from prominence. Research, comparison, and decision-making will be handled directly by AI assistants that understand both user intent and business context. Instead of typing keywords into a box, individuals will engage in multi-step dialogues with systems that aggregate, evaluate, and synthesize data in real time. Discovery will shift from finding to being presented with—an experience shaped by relevance, trust, and personalization.
For marketers and business leaders, the implications are profound. The next decade will require not just mastering channels but designing ecosystems that teach and reinforce what makes a business valuable. Optimization will move from search algorithms to interaction models. The brands that succeed in 2035 will be those that build intelligent systems capable of understanding and articulating their expertise, values, and advantages in human terms—every time, in every interaction.
©2025 DK New Media, LLC, All rights reserved | Disclosure
Originally Published on Martech Zone: Two Decades Online: The Evolution of Digital Behavior and the AI Decade to Come