A recent study by digital advisory firm Kepios has revealed that nearly five billion people, accounting for slightly over 60 percent of the world’s population, are actively using social media. This figure marks a 3.7 percent increase from the previous year, as stated in Kepios’ latest quarterly report.
Interestingly, the number of social media users is rapidly approaching the total number of internet users, which stands at 5.19 billion, representing approximately 64.5 percent of the global population.
Significant regional disparities exist in social media usage. In east and central Africa, only one out of every 11 individuals actively engages with social media, while in India, currently the world’s most populous nation, the figure rises to one out of every three people.
The study also discovered a rise in the time spent on social media, with the average user now spending 2 hours and 26 minutes per day. However, there are notable variations among countries. Brazilians, on average, devote a substantial 3 hours and 49 minutes daily to social media, while the Japanese spend less than an hour.
Additionally, the average social media user is active on seven platforms, with Meta’s trio of WhatsApp, Instagram, and Facebook ranking among the top favorites. In China, WeChat, TikTok, and its local version Douyin hold sway. Twitter, Messenger, and Telegram round out the list of popular social media platforms.
This study underscores the continued dominance of social media in the lives of people worldwide, with billions of individuals actively engaging and spending significant time on various platforms. The growing presence of social media provides ample opportunities for businesses and organizations to connect, engage, and communicate with their audiences on a global scale.
