Creating a Sustainable Internet

By James Kuntz        June 9, 2022       15 minute read

OSWEGO, NEW YORK — The internet has transformed human communication and behavior. Every day, people across the world use the internet for a variety of tasks and activities that change how we interact with others, arrange the flow of goods, and share knowledge. However, as internet usage rises globally, it is important to identify the environmental impact that the internet has on energy consumption.

Internet Growth, Development, and Energy Usage

Internet usage continues to grow. According to technology researcher Joseph Johnson, there were 4.9 billion internet users globally in 2021, about two-thirds of the world's population. While many view the internet as an abstract concept, when it comes to energy consumption it is resource intensive. The internet is a network of networks, with each network consisting of computers that consume large amounts of energy. Sweden's KTH Royal Institute of Technology reports that the internet uses around 10% of the world's total power. The percentage climbed from 8% in 2012 and is estimated to rise to 20% by 2025. The attached infographic analyzes the explosive growth of the internet.

The Growing Internet of Things (IoT)

According to the 2021 North American Data Center Trends Report, the growing number of devices connected in the "internet-of-things" and the increased reliance on data centers contributes to this increased energy load. In fact, consumer electronics researcher Lionel Vailshery estimates that there are 30 billion internet-connected devices in the world today - and that number is expanding. The attached chart from IoT Analytics shows the growth of internet-connected devices.

Reliance on Data Centers

Data centers are dedicated buildings that house computer systems and data storage components. Although data centers managed by tech giants such as Amazon, Google, and Microsoft do not produce black smoke or emit toxic sludge, they do have a significant impact on the environment. Experts such as Anders Andrea and Thomas Elder of Huawei Technologies Sweden predict that the growing “information industry” will lead to increased energy usage as demand for internet and smartphone traffic skyrockets.

Since most data centers are plugged into the electrical grid, as research fellow at University of Birmingham Jonathan Radcliffe reports, these data warehouses primarily rely on non-renewable energy sources. Large technology companies use most of their electricity to power these warehouses, and the anticipated transition to more environmentally friendly data centers - such as those managed by Google - relies on carbon offsets rather than reducing the existing energy use. The below video from BBC News provides an overview of carbon offsets and the associated strengths and weaknesses.

Shift to Renewable Energy Sources

Today, internet businesses and data center operators must examine the energy sources that power warehouses - frequently a combination of renewables, natural gas, and coal - to identify areas for green alternatives.

There are several companies and initiatives currently dedicated to developing renewable energy sources for their online presence. Websites such as Solar Protocol and Low Tech Magazine are 100 percent powered by solar and wind energy sources, according to Jeff Kettle of the University of Glasgow.

Companies are motivated to turn to renewables to lower the costs of doing business and to increase their brand reputation. However, these alternatives are not without their faults - when energy levels dip during periods of low wind and sun exposure, page resolution drops and loading times increase. In addition, the renewables industry is not yet ready to scale up and fully power data centers, though progress has been made by companies such as Iron Mountain Incorporated.

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Companies are motivated to turn to renewables to lower the costs of doing business and to increase their brand reputation.

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Some Experts Say It's Not All Bad

In a new study, two leading scientists assert that some dire warnings of the internet's impact on the environment are overstated. Jonathan Koomey and Eric Masanet, former scientists with the Lawrence Berkeley National Laboratory, argue that most researchers are not familiar with rapidly changing technologies and underestimate the progress of innovation and system changes. As a result, they argue that the energy growth predictions caused by the internet and new technologies often don’t materialize.

The researchers base these findings on data from Telefónica and Cogent, two worldwide network providers with high data usage and energy utilization. According to their analyses, in 2020 Telefónica's network handled a 45 percent increase in data with no rise in energy consumption. In addition, despite a 38 percent increase in data traffic, Cogent's power consumption decreased by 21 percent.

Energy Analyst George Kamiya also contends that internet energy use is exaggerated, especially in regard to video streaming. “Contrary to a slew of recent misleading media coverage,” Kamiya states, “the climate impacts of streaming video remain relatively modest.” Kamiya argues that studies such as the 2015 Shift Project analysis are based on flawed assumptions, such as not considering the rapid improvement of network, data center, and device efficiency. However, Kamiya still believes that new technological trends, such as the rapid development of artificial intelligence and the blockchain, present valid environmental concerns.

So, What Should We Do?

With all this information and the increased awareness of environmental issues, both businesses and individuals must consider the environmental impact of their online presence. While individuals should try to limit their internet use and design websites to make efficient use of power, a greater impact can be made by large tech companies that house data centers and operate websites with millions of daily users. Google has made progress on their pledge to be carbon-free by 2030, though they are relying on carbon offsets to reach a net zero carbon footprint. Microsoft has also stated that it will be carbon-negative by 2030, and will remove all carbon it has historically emitted by 2050. The International Energy Agency, an intergovernmental organization that analyzes the international energy industry, offered recommendations in a 2021 white paper to reduce the environmental impact of data centers. These recommendations included:

• Improving data collection and transparency
• Committing to climate targets
• Increasing data center operational efficiency
• Investing in related research and development initiatives
• Using data centers to drive renewable energy use.

Despite the outsize impact large online companies have on the environment, there are still many steps that private citizens can (and should) take to reduce internet energy consumption and usage. Individuals with small online businesses and website developers should utilize eco-friendly designs and data storage techniques, such as implementing lazy loading, not presenting too much rich media on webpages, deleting or unpublishing unused pages and websites, and utilizing minimal design choices that don’t hog resources. While websites will suffer without any rich media content included, there is a middle ground available where users can limit energy use and still provide a satisfying user experience. Google’s homepage, for example, only generates around 0.2g per visit despite having millions of daily users. Website Carbon is one interesting tool that can help web developers analyze the environmental impact of their website.

Visions of a Sustainable Internet

While the wide-spread adoption of the internet has allowed people to live rich digital lives, doing so has significant environmental implications and challenges. As Greenpeace’s Gary Cook stated in an article from The Atlantic, “If we build [the internet] the right way, with the right sources of energy, [we] could really help power our transition to renewables. If we build it the wrong way, it could actually exacerbate the problem.” While transitioning to a more sustainable and eco-friendly internet is a challenge, with work this future is possible.