A woman opens a phone screen that displays thumbnails of social media apps. — According to Meltwater and We Are Social, being online is no longer the exception but the **norm**. (Photo: Unsplash)

More than two-thirds of humanity now lives part of their lives on social media. With over 6 billion internet users and 5.66 billion social media identities, the world has entered what Meltwater and We Are Social describe as a “supermajority” era — where being online is no longer the exception, but the norm.

The Digital 2026 report, released in Singapore on October 15 by Meltwater and We Are Social, paints a portrait of a world shaped by attention economies, generational divides, and the rise of artificial intelligence. People are now witnessing how artificial intelligence and attention economies redefine how the world connects, searches, and consumes.

“We’re seeing a profound shift in how people discover brands, with more people turning to social media and AI platforms than ever before,” said Alexandra Bjertnæs, Chief Strategy Officer at Meltwater.

🎯 The Main Takeaway

✅ Internet users now exceed 6 billion, with social media identities reaching 5.66 billion — equivalent to 68.7% of the global population.
✅ Social media added 259 million new user identities in the past year, marking a 4.8% annual growth.
✅ More than 1 billion people now use generative AI tools monthly, reshaping how the world searches, learns, and creates.

Nearly **half of the world’s population** relies on short-range IoT devices and mobile phones to stay connected, whereas previously only fixed-line phones served this purpose. (Graphic: Meltwater)

According to Meltwater’s global overview report, nearly half of the world’s population relies on short-range IoT devices and mobile phones to stay connected, whereas previously only fixed-line phones served this purpose.

🔎 Why It’s on Our Radar

🌐 A social supermajority. Social media users now outnumber non-users two to one, redefining how societies communicate and form identity.
📱 Attention economy. The typical user spends 2.5 hours per day on social and video platforms, with TikTok users averaging 1 hour and 37 minutes daily — the highest among all platforms.
🧠 AI goes mainstream. With ChatGPT reaching 800 million weekly users, AI has become a mass behaviour influencing how information is found, filtered, and trusted.

“We have moved from a race for reach to a battle for relevance … success in this new landscape will be defined by a deep, cultural understanding of platforms and behaviors.” said Toby Southgate, Global Group CEO of We Are Social.

🌏 The Regional Line

📈 Asia Pacific leads digital growth. According to Meltwater’s APAC Vice President, Mimrah Mahmood, regional social media usage consistently outpaces global averages, driven by young, mobile-first populations.
🤖 Emerging tech embrace. Southeast Asian users are among the fastest adopters of AI tools, integrating generative technology into creativity, commerce, and everyday life.
🎯 Brand discovery shifts. Social media ads are now the top brand discovery channel for users aged 16–34, overtaking search engines and TV as the main gateway to new products.

⚖️ What’s at Stake

💬 Marketing playbook rewrite. With global ad spending hitting US$1.16 trillion in 2025 — 74.4% of it digital — brands are competing for relevance, not reach.
🪞 Generational divide. Younger users trust social ads, while older audiences still rely on search engines, revealing a growing split in influence and attention.
🧭 Cultural fluency. In an algorithm-driven ecosystem, brands that fail to adapt to platform cultures risk becoming invisible online.

A man opens his cell phone and looks closely at the screen which displays Google search. — Only **80% of online adults** still use traditional search engines each month, a steady decline as **AI-powered discovery grows.** (Photo: Pexels)

📸 The Big Picture

✅ Mobile dominance. 5.78 billion unique mobile users now represent 70% of the world’s population, making mobile the default mode of digital life.
✅ Media transformation. Streaming services now account for 50.4% of all global TV time, confirming video’s dominance in online consumption.
✅ Search evolution. Only 80% of online adults still use traditional search engines each month — a steady decline as AI-powered discovery grows.
💡 Digital optimism. Nearly half of online adults say they’re excited about AI’s potential, reflecting both curiosity and trust in new digital tools.

📰 Beyond the Headlines

📍 Global report: Digital 2026 by Meltwater & We Are Social
📅 Release date: October 15, 2025
💻 Coverage: 700 pages of global social and digital data
💰 Ad spend: US$277 billion projected for social media advertising in 2025
📲 Mobile reach: 5.78 billion unique users worldwide

(CCL/ELS)

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