Global Social Media Usage Surpasses 60%: Key Findings and Trends

Over 60% of the world’s population, nearly five billion people, are active users on social media, according to a study by digital advisory firm Kepios

This represents a 3.7% increase in social media usage compared to the previous year, indicating its growing popularity worldwide.

The number of social network users is now close to the number of internet users, with 64.5% of the world population using the internet, which stands at 5.19 billion.

Social media usage varies widely by region, with only one out of 11 people in East and Central Africa using social media, while in India, the number is one out of three.

The average time spent on social media has increased by two minutes per day, reaching two hours and 26 minutes on average.

Brazilians top the list, spending an average of three hours and 49 minutes per day on social media, while the Japanese spend less than an hour.

The average social media user is active on seven different platforms, indicating the diversity of platforms available to users.

Meta’s apps, WhatsApp, Instagram, and Facebook, are the most popular globally, while China’s WeChat, TikTok, and Douyin lead in their domestic market

In the US, YouTube remains the primary content platform for kids under 12, with 86% accessing content on the platform, outpacing TikTok, video on demand, gaming, and other platforms