"More than 6 billion people are now online, and social media has officially become a "supermajority" medium, according to the new Digital 2026 report from Meltwater and We Are Social. The annual global study - now spanning more than 700 pages - shows how deeply the internet and social media are embedded in modern life, from how people discover brands to how they spend leisure time."
""We're seeing a profound shift in how people discover brands," said Alexandra Bjertnæs, Chief Strategy Officer at Meltwater. "More people are turning to social media and AI platforms than ever before. Among younger audiences, social media ads now carry more weight than traditional search in shaping awareness and perception." As growth plateaus in mature markets, the fight for user attention is getting fiercer."
"The average internet user now spends 2.5 hours per day on social and video platforms - with "filling spare time" ranking as the second-biggest reason for logging on, after keeping in touch with friends and family. YouTube remains the world's largest platform by active users, boasting nearly 50% more app users than fifth-placed TikTok, according to Similarweb data. Yet when it comes to engagement, TikTok dominates: the typical user spends 1 hour 37 minutes per day on its Android app - more than any other platform."
More than 6 billion people are online and global social media identities total 5.66 billion, equal to 68.7% of the world's population. Platforms added 259 million users in the past year, a 4.8% annual increase. Average internet users spend 2.5 hours daily on social and video platforms and engage with about 6.75 platforms each month. YouTube is largest by active users, while TikTok leads in engagement with 1 hour 37 minutes per Android user daily. Younger audiences increasingly discover brands via social media and AI platforms, and women aged 16–24 spend the most time online.
Read at Business Matters
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