How do Estonian internet users use ChatGPT?
Part of everyday life
In July, ChatGPT recorded 198 960 Real Users from computers, out of which majority was aged 25 - 34 – the second largest number this year. It has grown in popularity in record time and become part of everyday life for people who use the internet. It is both an alternative way of searching for information and a work tool. The growth trend has been especially strong in the first half of the year, with user numbers climbing from 150 300 in January to a peak of 211 960 in June. Although July saw a slight decline, the platform still retained nearly 200 000 users, showing strong engagement and sustained interest. This pattern suggests steady adoption with occasional fluctuations, pointing to an overall upward trajectory in usage.
Surprising Leaders in ChatGPT Usage
In July, over 50 percent of ChatGPT users were internet users in the age group 25 – 44. The largest percentage were specialists/office employees, and 53 percent were women. On average, users aged 25-34 visited the site the most often. However, people aged 45 – 54 were the ones that were slightly more engaged with the content, on average spending more time on ChatGPT compared to others*.
The average user spent nearly 2 and a half hours on ChatGPT in July, visiting it from computers. The most time spent by people aged 45 – 54 (an average of 2 hours and 56 minutes*), while the youngest users, aged 15 - 24, were in the second place, averaging 2 hours and 42 minutes. These data show that artificial intelligence tools are not only popular among the younger generations, but more mature generations also find them useful.
* Results for the 45–74 age groups are based on fewer users and may be less accurate.
Highest overrepresentation among the youngest
The popularity of an online brand among users is evidenced not only by their number or engagement with content, but also by the affinity index, which indicates their level of representation. In the case of ChatGPT, the highest score was observed among the users aged 25 – 34 (179,80), in the second place ranking the youngest age group (15 - 24) with index 131,94, and then the index decreases as users get older.
Gemius is an international research and technology company providing data, as well as advanced tools for digital and traditional marketing activities such as web analytics, online campaigns’ management and ad serving. The company offers comprehensive solutions for marketers, advertising agencies, publishers and e-commerce. Gemius is present on the market since 1999. The company is a member of IAB Europe and I-COM Global. The research conducted by the company are carried out in accordance with the principles of the international ICC/ESOMAR code.
