More than half of humanity now uses social media — here’s what that means for brands

DataReportalanalysis shows that3.96 billion peopleuse social media today, accounting for roughly 51% of the global population.

Put simply, this means that more people now use social media than do not.

It’s free, every week, in your inbox.

And adoption is still growing rapidly.

The future still isnt evenly distributed

The story varies considerably by geography, however.

Facebook continues to dominate rankings of the worlds most popular social media platforms.

TikTok hasnt been the only beneficiary of peoples increasing interest in social video though.

It is worth stressing, however, that many of these platforms audiences overlap.

Peoples social media behaviors have been expanding too.

As you might expect, socializing is another top driver for social media use, but so is entertainment.

This compares to 46% who say that they use search engines.

So what else is the world doing online?

Simon is the CEO of Kepios, and chief analyst at DataReportal.

He uses data to help organisations all over the world make sense of what people are really doing online.