Puerto Rico digital media use hits 95% in 2026 study

Anitza Cox, director of analysis and social policy at Estudios Técnicos Inc., presents findings from the PR Digital Trends Study 2026 on internet use, artificial intelligence and social media habits in Puerto Rico.

Puerto Rico’s digital ecosystem continued expanding in 2026, with internet and digital media penetration reaching 95% of the population age 12 and older, according to the latest PR Digital Trends Study presented by the SME Digital & Innovation Forum and Estudios Técnicos Inc.

The study, which marks 21 years tracking digital media consumption on the island, surveyed 1,000 people between March 15 and May 9 and examined trends in social media, artificial intelligence, ecommerce, streaming, influencers, digital wellness and online behavior.

Researchers estimated that Puerto Rico now has about 2,780,000 internet and digital media users, up from 93% in 2025 and continuing a growth trend that accelerated after the pandemic. Smartphone ownership remained nearly universal among digital users at 97.9%, while 68.3% reported having internet service at home and 62.9% said they own a smart TV.

The report also identified News is my Business among the local digital news outlets included in its review of internet-exclusive media consumption trends in Puerto Rico, reflecting the continued growth of independent and digital-first news platforms on the island.

Puerto Rico residents are also spending more time connected through mobile devices. Average daily mobile use reached 5.2 hours in 2026, up from 5.1 hours in 2025 and 4.8 hours in 2023. Generation Z users reported the highest usage levels at 7.1 hours daily.

Messaging and social media platforms remained dominant. WhatsApp ranked as the most-used app at 55.8%, followed by Facebook at 53%, Instagram at 31.6%, YouTube at 27% and TikTok at 22.3%.

The study found that entertainment and communication continue driving online activity in Puerto Rico. More than 94% of users reported using digital platforms for communication and entertainment during the previous 30 days, while 77.7% used them for news, information and content. Financial transactions online also continued gaining traction, with 64.2% reporting digital banking or money transfer activity.

Streaming video consumption remained strong, with more than 81% of respondents reporting weekly use of streaming video services. Nearly 70% said they stream music daily or several days per week. Digital newspapers and online news portals also continued gaining ground, with 50.4% saying they consume digital press content weekly.

Social media remained Puerto Rico’s leading real-time information source. Half of respondents said they first learn about important events or trending topics through social media, ahead of television, messaging apps and digital news sites.

The report also highlighted the influence of content creators and influencers. More than half of respondents who use social media said they follow influencers or online personalities. Entertainment figures such as Molusco and Chente Ydrach ranked among the most-followed personalities, while Bad Bunny led the music category.

Researchers found that influencer marketing continues translating into purchasing behavior. About 23% of respondents said they have purchased a product or service because it was promoted by a creator or influencer they follow online. Hygiene and beauty products, clothing and health-related items ranked among the top categories influenced by creators.

AI adoption reshapes how Puerto Rico works, shops
Artificial intelligence emerged as one of the report’s fastest-growing trends. Awareness of AI tools climbed to 72.8% in 2026, up from 60% in 2025 and 59% in 2024. Meanwhile, 46% of respondents said they have already used AI tools.

Among AI users, ChatGPT dominated usage, with 91% identifying it as a tool they have used and 80% naming it as the platform they use most frequently. Google Gemini ranked second at 26.6%, followed by Microsoft Copilot at 11.8%.

The study found that Puerto Rico residents are increasingly using AI for education, work and personal productivity, including academic assignments, summarizing documents, generating ideas and drafting emails or reports. Researchers also found that 47.8% of AI users would consider using AI to help decide what products to purchase.

At the same time, respondents expressed concerns about AI and digital overuse. More than half of AI users said they worry about excessive data collection and the possibility that AI could threaten jobs. About 24% of respondents said social media and digital apps increase stress or anxiety levels, while 31% said device use before bedtime negatively affects sleep quality.

The study also found that 15.4% of respondents have intentionally disconnected from digital media at some point, primarily to reduce stress, improve mental health or reconnect with activities outside the internet.

Online shopping and social commerce also continued expanding. Nearly half of respondents said they currently shop online, while 57% reported using on-demand services. Facebook and Instagram led direct purchases through social media platforms.

Editor’s note: The Spanish translation of this page was generated using artificial intelligence and may contain errors. For questions or clarification, please refer to the original English version.

This content was produced by News is my Business staff members. Send questions, comments, and suggestions to [email protected].