The digital age has witnessed a dramatic increase in social media usage, with billions of people actively participating on numerous platforms. Recent studies and reports shed light on the staggering figures, revealing the magnitude of its impact on the world’s population. As the world becomes more interconnected, social media have become an integral part of modern life, transforming the ways in which people communicate, gather information, and conduct business. Let’s examine the most recent statistics and trends, highlighting the significant regional differences, time spent on social media, the evolving landscape of prominent platforms, and the global perception of social media.
Global trend of increasing social media user
According to a recent study by digital advisory firm Kepios, social media is an integral part of the lives of nearly five billion individuals worldwide, representing over 60 percent of the global population. This figure marks a 3.7 percent increase from the previous year, signifying the rapid growth and widespread adoption of social media platforms. Notably, this number is rapidly approaching the total number of internet users globally, which stands at 5.19 billion, indicating the ever-increasing significance of social media in people’s online activities.
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The social media landscape has changed substantially over time, with the emergence of numerous popular platforms that have reshaped communication and interaction. With over 2.9 billion monthly active users, Facebook continues to dominate the social media landscape.
Nearly Five Billion People or over 60% global population are active on Social Media: Kepios
YouTube, WhatsApp, Instagram, WeChat, TikTok, and Facebook Messenger are additional well-known platforms with at least one billion monthly users. As mobile devices become the primary access method for social media, these platforms have become indispensable for businesses seeking to reach a global audience
Regional disparities in social media usage
The Kepios study also reveals significant regional differences in social media usage. In regions such as east and central Africa, only one individual out of every eleven actively uses social media. In contrast, in India, the world’s most populous nation, the proportion rises dramatically to one in three individuals. These differences illustrate how internet penetration, infrastructure development, and cultural preferences influence the adoption of social media.
Time spent on social media
A social media user spends approximately 2 hours and 26 minutes per day on these platforms, on average
The rising trend in time spent on social media platforms is an additional intriguing aspect of the study. A social media user spends approximately 2 hours and 26 minutes per day on these platforms, on average. However, there are notable differences between countries. For example, Brazilians devote an impressive 3 hours and 49 minutes per day to social media, whereas Japanese devote less than an hour. This disparity exemplifies the various ways in which social media is integrated into daily routines and cultural practices.
Impacts of internet and social media on society
Internet and social media have significant effects on societies, according to the survey. Few believe there are no changes as a result of increased connectivity, with the majority acknowledging both positive and negative effects. The majority, approximately 84%, agrees that technological connectivity has made individuals more susceptible to manipulation through the dissemination of false information and falsehoods. However, approximately 73% agree that people are more informed about current events in their own country and in other countries, with those who believe social media facilitates manipulation also acknowledging its role in the dissemination of information.
Regarding politics, the internet and social media are generally viewed as disruptive, with 65 percent of respondents stating that political opinions are now more divided. 44% of respondents believe that internet access and social media have resulted in less civil political discourse. Nonetheless, slightly more people, about 45%, believe connectivity has made people more tolerant of people from diverse ethnic, religious, and racial backgrounds, compared to those who believe connectivity has made people less accepting (22%) or had no impact (29%).
Publics diverge over whether social media has made people more accepting of differences
The effects of social media on tolerance vary from country to country. Across 19 countries, a median of 45% of respondents believe that social media has made people more tolerant of those with diverse ethnicities, religions, and races. In contrast, 22% believe it has made them less tolerant, while 29% see little impact either way.
South Korea, Singapore, Italy, and Japan are the nations where social media is most likely perceived as fostering tolerance. In contrast, a majority of respondents in the Netherlands and Hungary believe that social media has made people less tolerant of those with racial or religious differences.
In many other societies, including the United States, opinions are divided on this issue, with roughly one-third of the population belonging to each of the three categories.
In general, younger individuals are more optimistic about the role of social media in fostering tolerance. For example, in Canada, 54% of adults under the age of 30 believe that social media has contributed to a greater acceptance of diverse groups, compared to only 33% of adults aged 50 and older.
There are, however, variations between countries, where elderly individuals may view social media as promoting less tolerance or as having little impact.
Social media’s influence on politics
As social media continue to evolve and reshape communication, a survey conducted by Pew Research Center in 19 countries reveals the global perspective on social media’s impact on democracy, with differing opinions regarding its effects on false information, political divisions, tolerance, and civility. In addition, social media is believed to be effective at increasing public awareness and influencing opinions on social and political issues, making it an indispensable instrument for businesses seeking to reach a global audience.
What about the views regarding social media and democracy?
Approximately 57% of respondents to the Pew Research Center survey believe that social media has a positive effect on democracy in their respective countries. While the sentiment is generally positive, there are notable differences between nations.
In Singapore, approximately three-quarters of the population holds a favorable opinion, whereas in the Netherlands and France, only about four-tenths of respondents believe social media to be beneficial for democracy.
Only about one-third of respondents in the United States perceive social media in a positive light in terms of democracy.
In eight countries, those who believe they have a voice in their political system are more likely to support the positive impact of social media on democracy. In Belgium, 62% of those who feel politically influential have a positive view of social media, compared to 44% of those with limited political influence.
In addition, perceptions of the threat posed by false information online correlate with perspectives on the impact of social media on democracy. In the Netherlands, only 39% of those who view false information as a major threat support social media’s positive influence on democracy, compared to 57% of those who view it as a minor or nonexistent threat. This pattern is repeated in eight additional nations.
Majorities view social media as a way to raise awareness among the public and elected officials
Across advanced economies, social media has become a recognized and powerful tool for shaping public discourse, with people acknowledging its influence on various aspects of society.
A median of 77% of respondents across 19 countries believe that social media is an effective way to raise public awareness about sociopolitical issues.
The United Kingdom stands out as particularly optimistic, with approximately nine-in-ten holding this belief. Even in countries like France and Belgium, where confidence is lower, majorities still acknowledge the platform’s effectiveness in highlighting specific issues among the public.
Furthermore, social media is widely seen as a means of changing people’s minds on social or political matters, with a median of 65% agreeing. South Korea, Singapore, and Malaysia lead the way in terms of confidence in social media’s capacity to shape opinions.
In contrast, Germans, Belgians, Israelis, and French adults express more skepticism, with no more than half considering social media effective for influencing minds.
When it comes to directing the attention of elected officials to specific issues, a median of 64% believe social media plays a crucial role, particularly in South Korea, Singapore, and Malaysia.
However, people in Belgium, Hungary, and France show less conviction in this regard, indicating some regional variations.
However, fewer respondents, a median of 61%, consider social media as a powerful tool for affecting policy decisions. Israelis are notably doubtful, with a majority considering social media ineffective in influencing policy choices. Similarly, about half of respondents in France, Belgium, the Netherlands, and Germany share this skepticism, while approximately one-fifth in Poland did not provide a response.
Age also plays a role in perceptions across the 19 surveyed nations. Young adults aged 18 to 29 are particularly inclined to view social media as effective for raising public awareness. For instance, 70% of French individuals in this age group consider it effective, while only 48% of those aged 50 and older share the same sentiment, showcasing a 22 percentage point difference.
Lastly, social media’s global impact is a double-edged sword, with billions of users embracing its benefits while acknowledging its drawbacks. Its widespread adoption has made it an integral part of modern life, but opinions on its effects vary significantly across regions and age groups.
