The world’s population stood at 7.83 billion at the start of 2021. The United Nations reports that this figure is currently growing by 1 percent per year, which means that the global total has increased by more than 80 million people since the start of 2020.
5.22 billion people use a mobile phone today, equating to 66.6 percent of the world’s total population. Unique mobile users have grown by 1.8 percent (93 million) since January 2020, while the total number of mobile connections has increased by 72 million (0.9 percent) to reach a total of 8.02 billion at the start of 2021.
4.66 billion people around the world use the internet in January 2021, up by 316 million (7.3 percent) since this time last year. Global internet penetration now stands at 59.5 percent.
There are now 4.20 billion social media users around the world. This figure has grown by 490 million over the past 12 months, delivering year-on-year growth of more than 13 percent. The number of social media users is now equivalent to more than 53 percent of the world’s total population.
98 percent of the users of any given social media platform use at least one other social platform
The audiences of individual social platforms are also subject to significant overlaps
85 percent of TikTok users aged 16 to 64 also use Facebook
95 percent of Instagram users also use YouTube
When you are planning a marketing using social media, consider the following:
Target audience who do I want to engage?
Why are they using social media?
Which social media channels might that target audience be on?
How can I reach and engage them?
What types of content are they engaging with?