Ghana Digital Marketing Statistics: Internet, Social Media and Mobile Money Numbers

Ghana had 26.3 million internet users at the end of 2025, 74.6% of the population, and 41.8 million mobile connections, according to DataReportal's Digital 2026: Ghana report. The same report counts 8.59 million social media user identities. Mobile money is bigger again: the Bank of Ghana recorded 85.8 million registered MoMo accounts and GH₵ 518.8 billion in transactions in August 2026 alone.

This page collects the most recent figures we could verify as of 21 October 2026, each with its source and the period it refers to. If we couldn't verify a number from the original source, we left it out. We'll update this page when new reports are published.

A note on the main source: DataReportal's Digital 2026: Ghana report, written by Simon Kemp with analysis by Kepios and support from We Are Social and Meltwater, was published on 8 November 2025. DataReportal says most of its figures reflect the latest data available in October 2025. That's why many of the "2026" numbers below describe late 2025. In the tables, "DataReportal" means this report and "NCA" means the National Communications Authority.

Population and internet use

About three in four people in Ghana use the internet, and roughly one in four is still offline.

What it means for a business: your buyers are young, mostly urban and mostly online. A median age of 21.3 means a large share of your future customers haven't started earning yet, so the brands they get to know online now will matter later. The 8.95 million people offline are a reminder that radio, SMS, markets and word of mouth still reach people the internet doesn't.

Mobile connections and phones

There are more active mobile connections in Ghana than people, and almost all of them are on 3G, 4G or 5G networks. Many people use more than one SIM, which is why connection counts pass 100%.

What it means for a business: design for the phone first. Almost seven in ten web visits in Ghana come from mobiles, and nearly every data subscription is prepaid, so buyers watch how much data your pages and videos use. Around half of adults use a smartphone as their main phone, which means many buyers are still on basic phones and are better reached by SMS or calls. The NCA mobile data figure counts SIMs that used data in the last 90 days, not people.

Social media users and platform ad reach

DataReportal counts 8.59 million social media user identities in Ghana, about a third of internet users. Platform figures below are advertising reach, which is what each platform's ad tools say an advert can reach. They are not the same as active users.

DataReportal's Ghana report does not publish TikTok or Snapchat ad reach figures for Ghana, so we haven't included any. It doesn't include a WhatsApp figure either, even though WhatsApp is where much of Ghana's selling happens.

What it means for a business: Facebook is still the biggest paid audience and sends by far the most social traffic to websites. Instagram's ad audience is much smaller, so plan it as a focused audience rather than a mass-reach channel. LinkedIn counts registered members, not active users, so treat it as an upper limit for B2B planning. Our guide to Facebook ad targeting in Ghana turns these audiences into campaigns.

Search

Google is search in Ghana. On mobile it handles almost every search.

What it means for a business: if you want to be found when people search, you need to be visible on Google, through your website, your Google Business Profile and reviews. See our guide to SEO for small businesses in Ghana. More buyers are also asking AI assistants for recommendations, which is a separate visibility question.

E-commerce and digital payments

Buying online is still a minority habit in Ghana, but it is growing, and most online buyers pay digitally rather than in cash.

What it means for a business: the share of adults buying online rose from 8.6% to 14.8% between the 2021 and 2024 Findex surveys, but most adults still don't shop online. Your job is to make the first online purchase feel safe. Clear prices, real reviews, a working MoMo checkout and an option to pay on delivery all help. With 6.0 million debit cards and 81 thousand credit cards issued, against 26.4 million active MoMo accounts, a card-only checkout shuts out many buyers.

Mobile money

Mobile money is how Ghana pays, and the values keep climbing.

What it means for a business: MoMo transaction value in August 2026 was about 46.5% higher than in August 2025, on Bank of Ghana figures. Registered accounts far outnumber active ones (accounts used in the last 90 days), so use the 26.4 million active figure when you size a market. If your checkout doesn't take MTN, Telecel and AirtelTigo MoMo, you're likely turning buyers away. See how to add mobile money to your online store.

How to use these numbers

Use national figures to size a market and set priorities, then use your own data to make decisions.

• Check the date. Many "2026" figures describe late 2025. Say which period a number refers to when you quote it.
• Ad reach is not users. Platforms revise their ad tools often, and one person can hold several accounts. Treat ad reach as a guide to the audience you can buy.
• Compare like with like. NCA counts active SIMs, GSMA counts connections, Kepios estimates people. Don't subtract one from another.
• Don't rebuild growth rates. DataReportal warns against calculating change by comparing figures from different years' reports, because platforms correct their data. Use the change figures each source publishes.
• Your numbers beat national numbers. A 74.6% internet rate tells you little about your own buyers. Your orders, enquiries and ad results tell you much more. Our guide to setting a marketing budget shows how to turn your own numbers into a plan.
• Cite the source, not this page alone. If you're a journalist, student or researcher, link to the original report listed below.

Sources

• DataReportal, We Are Social and Meltwater, Digital 2026: Ghana (published 8 November 2025).
• Bank of Ghana, Summary of Economic and Financial Data, September 2026 (released 23 September 2026, payment data to August 2026).
• National Communications Authority, industry statistics on nca.org.gh (July 2026 figures) and the Q3 2025 Statistical Bulletin.
• World Bank, Global Findex Database 2025, Ghana (fieldwork May to December 2024).
• Ghana Statistical Service, 2021 Population and Housing Census General Report Volume 3 Highlights.
• StatCounter Global Stats: search engine share, mobile search share, device share, mobile operating systems and social media referrals for Ghana (September 2026).

Common questions

How many internet users are there in Ghana?

DataReportal's Digital 2026: Ghana report counts 26.3 million internet users in October 2025, 74.6% of the population.

How many people use social media in Ghana?

DataReportal counts 8.59 million social media user identities in October 2025, 24.4% of the population. Identities may not all be unique people.

Which social platform reaches the most people in Ghana?

On DataReportal's figures for late 2025, YouTube's ad reach was 8.59 million and Facebook's 8.40 million. StatCounter shows Facebook sent 83.4% of social media referrals to websites in September 2026.

How many mobile money accounts are there in Ghana?

The Bank of Ghana recorded 85.8 million registered accounts in August 2026, of which 26.4 million had been used in the previous 90 days.

How often is this page updated?

We update it when major new reports are published, such as DataReportal's annual Ghana report and new Bank of Ghana data. Each figure shows its source and date.

Numbers tell you where buyers are. Turning them into sales is the hard part. If you'd like to know what these figures mean for your business and where to spend first, book a free strategy call with MediaWura.