Half of the world is using social media, says Hootsuite

More than half the people on Earth are now using some form of social media, according to the latest research from Hootsuite.

Since the onset of the COVID-19 pandemic, sign-ups for platforms such as TikTok, Instagram, Facebook and Twitter have surged by more than 10%, with 3.96 billion people worldwide now connected.

Given the age restrictions on these platforms, this figure represents a staggering two-thirds of people from the world’s eligible population (aged 13 and over) — and suggests an estimated 12 new users every second.

Usage of social platforms has also increased by 33% in recent weeks, the report found.

Susie Shaw, Managing Director of We are Social Australia, said the findings have far-reaching implications for Australian business.

“The global milestone that social media has reached is astounding: every second person is now an active user,” Shaw said.

“Social media permeate all aspects of our personal and professional lives, to the point that one in three Australians use social media to research brands and look for information about their products — increasingly influencing our purchasing decisions as a consequence.

“As a result, social commerce has become more and more important, and many platforms are now offering integrated, frictionless shopping features; this represents an invaluable opportunity for brands to adapt to an increasingly popular purchasing behaviour and grow their business.”

Among the most successful platforms, Instagram and LinkedIn have seen notable growth. Brands can now reach 1.08 billion people using ads on Instagram, with the platform adding 111 million new users — more than 1 million a day — to its advertising reach in the past three months.

Meanwhile, LinkedIn now has 700 million registered users. Its global user base has grown by more than 25 million over the past three months, equating to almost 4% quarter-on-quarter growth.

Image credit: ©stock.adobe.com/au/Aleksei