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There are now more than 3.8 billion social media users around the world, representing 49 percent of the world’s total population. 

Most social platforms don’t permit use by younger people though, so if we only consider people over the age of 13, the latest data reveal that 63 percent of ‘eligible’ audiences are already using social media.

The average user has an account on more than 8 different social media platforms, and spends an average of 2 hours and 24 minutes using social media each day. That figure varies considerably across cultures, however, with people in the Philippines spending close to 4 hours per day on social media, while people in Japan spend an average of just 45 minutes per day using social platforms.

Facebook remains the world's most widely used social media platform, but there are now six social media platforms that claim more than one billion monthly active users each. Four of these six platforms are owned by Facebook. Facebook has 2.45 billion monthly active users. YouTube has 2.00 billion monthly active users.