Internet users top 6 billion, with 2 in 3 people on social media and 1 billion using AI

"Social media has officially hit supermajority status. New data shows there are now 5.66 billion social media user identities worldwide-equivalent to 68.7% of the global population. That means social media users now outnumber non-users two to one. The milestone, released in Digital 2026 from Meltwater and We Are Social, comes as digital behaviors evolve rapidly, with more people spending their time online in new and changing ways. Over the past year alone, social media added more than 259 million new user identities, a 4.8% increase."

"A Battle for Attention While overall usage is growing, the way people spend time on social media is shifting. The average internet user now spends over 2.5 hours per day across social and video platforms, with "filling spare time" emerging as the second-biggest reason for use, just behind "keeping in touch with friends and family." According to Similarweb data cited in Digital 2026, YouTube remains the most-used app globally, attracting nearly 50% more active users than fifth-placed TikTok. Yet TikTok continues to dominate engagement: its typical Android user spends 1 hour and 37 minutes per day on the app, more than any other social platform."

"Social Media Becomes the Top Channel for Brand Discovery The report underscores a fundamental generational shift in how consumers discover new brands, with 34.2% of 16 to 24-year-olds and 32.1% of 25 to 34-year-olds using them to learn about new products and services. Even among older millennials (ages 35-44), social ads rank a strong second, just behind search engines, revealing a clear generational divide where traditional channels still dominate for older demographics. AI Crosses the One-Billion-User Mark The Digital 2026 data also points to a dramatic surge in AI adoption, finding that more than 1 billion people now use standalone generative AI tools each month, based on data from Similarweb."

There are 5.66 billion social media user identities worldwide, equivalent to 68.7% of the global population, representing a 4.8% increase and 259 million new identities in one year. Average internet users spend over 2.5 hours daily across social and video platforms, with filling spare time and keeping in touch as top motives. YouTube is the most-used app by active users, while TikTok leads in engagement at 1 hour 37 minutes per typical Android user per day. Social platforms have become the primary channel for brand discovery among younger cohorts. Generative AI adoption exceeds one billion monthly users.

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