Social Media by the Numbers: 2026 Edition
Over 5 billion people now use social media. Here is what the latest data says about where they spend time, money, and trust.
Scale
DataReportal's Digital 2024 Global Overview pegged active social media identities at 5.04 billion — roughly 62% of the world's population — with the average user spending 2 hours 23 minutes per day across an average of 6.7 platforms each month.
Where attention is moving
Short-form video keeps consolidating attention. TikTok, Instagram Reels, and YouTube Shorts account for the majority of in-app session time for users under 35. LinkedIn remains the highest-trust B2B channel by a wide margin.
Commerce is collapsing into the feed
Social commerce in China already exceeds $500 billion annually. In Western markets, TikTok Shop, Instagram Shopping, and creator-led storefronts are growing far faster than traditional retail e-commerce.
