THE world has entered a new phase of digital connectivity, with more than 6 billion people now online and social media users forming what experts call a "supermajority."
According to the Digital 2026 Global Overview Report by Meltwater and We Are Social, the planet's connected population continues to expand rapidly, signaling deep shifts in how people find information, communicate and consume content.
The 700-page annual study, based on data up to October 2025, found that digital adoption and online behavior are being transformed by artificial intelligence (AI), video platforms and mobile technology.
Internet use passes major milestone
The report shows that 6.04 billion people, or 73.2 percent of the global population, are now online, marking a 5.1 percent annual increase -- equivalent to 294 million new users in just one year.
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Social media activity has followed suit, reaching 5.66 billion user identities worldwide, or 68.7 percent of the global population. This means that for every person not on social media, two others are actively using at least one platform.
Mobile connectivity remains the foundation of global internet access, with 5.78 billion unique mobile subscribers, or 70.1 percent of the world's population.
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AI goes mainstream
Generative AI tools are now part of everyday digital life, with more than 1 billion people using them monthly. ChatGPT, developed by OpenAI, has reached 800 million weekly users, underscoring how quickly the technology has entered the mainstream.
The report notes that this surge in AI adoption is beginning to change how people seek information. Only 80 percent of online adults now use traditional search engines each month -- a steady decline from previous years.
Almost half of all online adults globally expressed excitement about the potential of AI, a sentiment that is reshaping how users interact with digital platforms.
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The new battle for attention
Despite the rise in user numbers, the report warns that the fight for attention online has become more complex.
The leading motivation for going online remains "finding information" (60.7 percent), followed by "keeping in touch with friends and family" (58.7 percent). But "filling spare time" has become the second most common reason for using social media, overtaking professional networking and news consumption.
The average user now spends more than 2.5 hours per day on social and video platforms. Young women ages 16 to 24 spend the most time online -- an average of 3 hours and 40 minutes daily.
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Video dominates digital content, with users watching an average of 11 hours and 30 minutes per week, while streaming services now account for 50.4 percent of all television viewing time worldwide.
Among apps, YouTube maintains the largest global user base, but TikTok remains the most engaging platform, with users spending 1 hour and 37 minutes daily on its Android app. The typical social media user engages with nearly seven platforms each month.
Digital advertising on the rise
Global marketing budgets continue to shift toward digital. Total worldwide ad spending is projected to reach $1.16 trillion this year, with digital platforms capturing 74.4 percent of all advertising.
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Social media ad spending is forecast to hit $277 billion, up 13.6 percent year on year.
For younger demographics, social media ads have become the dominant channel for brand discovery, surpassing even search engines. Among 16- to 24-year-olds, 34.2 percent say they find new products through social media ads, compared to 32.1 percent among those ages 25 to 34.
"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. "Success in this new landscape will be defined by a deep cultural understanding of platforms and behaviors -- and the ability to earn attention with ideas that are truly worth talking about."
Global connection speeds surge
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Connectivity infrastructure also continues to improve. The worldwide median mobile download speed rose to 90.69 Mbps, a 62.6 percent increase year on year, while fixed broadband reached 104.43 Mbps, up 11.1 percent.
The United Arab Emirates recorded the fastest mobile speeds at 614.42 Mbps, and Singapore topped fixed broadband rankings at 394.30 Mbps.
Average mobile data consumption now stands at 21.1 gigabytes per user per month, with the Middle East and North Africa region leading at 30.46 GB.
Engagement, not reach
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The Digital 2026 report concludes that global marketers face a new challenge: in a world where most people are online, the focus must shift from expanding reach to maintaining relevance and engagement.
As social media and AI converge, the report emphasizes that the next era of digital marketing will reward brands that understand cultural nuances -- and compete not for clicks, but for sustained attention