Internet Users Surpass 5.5 Billion with 136 Million New Users
The digital landscape continues to transform at lightning speed.
Meltwater, a global leader in media intelligence, and We Are Social have unveiled their comprehensive Digital 2025 report.
This 630+ page analysis sheds light on the latest trends reshaping social media, advertising, and AI-driven innovation.
According to the report, global internet users now exceed 5.5 billion, with 136 million new users added in just the last 12 months.
This staggering growth highlights the pervasive role of technology in daily life and points to vast opportunities for brands to engage with an expanding digital audience.
Social Media: The Gateway to Brand Discovery
The report reveals a crucial insight for marketers: 50% of adult social media users now visit platforms specifically to learn more about brands—a figure that has steadily increased over the past year.
This trend underscores the growing importance of social media as a discovery tool rather than merely a communication platform.
Instagram leads this trend, with 62.3% of adult users conducting brand research on the platform.
Facebook (52.5%) and TikTok (51.5%) follow closely behind, cementing their status as key platforms for consumer engagement.
The rise of visual content, shoppable posts, and interactive features have all contributed to this shift.
Young women, in particular, are highly engaged with influencers, with 30.8% of women aged 16 to 24 following influencers or experts on social media channels.
This highlights the pivotal role of influencer marketing in reaching younger demographics.
YouTube Holds the Crown in Social Usage
When it comes to platform usage, YouTube continues to dominate.
Its active user base is 16% larger than that of WhatsApp, which holds the second position.
Facebook, Instagram, and TikTok round out the top five.
Interestingly, Instagram is considered the world’s “favourite” social platform, with 16.6% of users pledging their loyalty.
WhatsApp ranks second at 16%, while Facebook claims third place with 13.1%.
TikTok, however, remains a rising star.
Android users spent an average of 35 hours on the platform in November 2024—an increase of nearly two hours from just three months earlier.
The platform’s appeal continues to grow among Gen Z and Millennials, thanks to its engaging short-form video content.
Meanwhile, Threads has emerged as a breakthrough platform with 320 million monthly active users, of which 100 million engage daily.
Its rapid growth signals shifting user preferences as they seek alternative social spaces for authentic conversations.
Ad Spend Hits New Highs
Digital 2025 confirms a seismic shift in global advertising.
Marketers spent a staggering US$1.1 trillion on ads in 2024, a 7.3% increase from the previous year.
Digital channels accounted for 72.7% of this spend, totalling over US$790 billion—a 10.3% rise year-on-year.
Social media ad spend saw a significant boost, reaching US$243 billion, up 15% from the previous year.
Influencer marketing remains a focal point for brands, with global investment rising 14% to US$35 billion.
Alexandra Bjertnæs, Chief Strategy Officer at Meltwater, highlighted on the importance of data-driven strategies: “With user behaviour on social platforms continuing to shift, teams need data to inform decisions about what platforms to prioritise and create strategies for.”
AI and ChatGPT’s Dominance in Digital Innovation
The report highlights the meteoric rise of AI.
ChatGPT emerged as a leader, averaging more than a quarter of a billion monthly active users between September and November 2024.
It was also one of the world’s most downloaded apps during this period, ranking eighth globally.
Beyond ChatGPT, the report notes a growing interest in AI-powered tools for content creation, user engagement, and personalised marketing.
Marketers are leveraging AI to gain deeper insights, automate processes, and craft targeted campaigns that resonate with audiences.
Insights from the Digital Ecosystem
Beyond social media and AI advancements, Digital 2025 offers key insights into consumer behaviour and technological trends:
The world’s social audiences use an average of 6.83 platforms per month.
More than one in three active social media users engage in work-related activities on these platforms.
6% of adult social media users visit platforms specifically for sports-related content.
LinkedIn’s global ad reach grew by 17% in 2024, while Pinterest reported a 10% increase.
Online purchasing behaviour is surging, with 56% of online adults in major economies making weekly purchases.
Key Takeaways for Marketers
Social media remains central to brand discovery, consumer engagement, and commerce.
AI is transforming how users search, create, and interact.
Influencers continue to shape content trends and consumer behaviour.
Understanding cultural nuances in the digital world is crucial for impactful marketing.
Tailored strategies are essential given the complexity of digital channels.
Toby Southgate, Global Group CEO at We Are Social, summarised the findings: “The opportunities for marketers to drive meaningful engagement have never been broader, but the complexity of digital and social media means there’s no single route to success. Brands that create ideas worth talking about will make an impact.”
A Future Driven by Innovation and Data
As digital trends continue to evolve, marketers who harness these insights will be well-positioned to thrive in an increasingly complex and dynamic ecosystem.
By leveraging AI, embracing emerging platforms, and crafting authentic content strategies, businesses can stay ahead of the curve and capture consumer attention in meaningful ways.
