New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months.
The Digital 2021: July Global Statshot report revealed key findings around how consumers around the world utilise social media.
According to the report, the total number of mobile internet users has reached a staggering 4.42 billion, and mobile internet users make up 92.1 per cent of total internet users.
The research showed that, along with social media use in general rising, the number of users who turned to social media as a source of news was also significant.
56 per cent of people globally accessed news content via social media and there also continues to be a reluctance from Australians choosing to pay for online news content (13 per cent).
The numer one reason for using the internet was finding information, with 62.2 per cent naming that as their primary reason.
Coming in second was staying in touch with friends and family at 55.5 per cent, followed by keeping up with new and events with 54.3 per cent.
Specifically, 44 per cent of people globally use Facebook to discover and access news content, 29 per cent on YouTube, 23 per cent on WhatsApp, 15 per cent on Instagram and 13 per cent on Twitter.
Also significant was the impact of influencers, with 16.9 per cent of Australian internet users aged between 16 to 64 saying they follow influencers or other experts on social media
33.1 per cent of female internet users between 16-24 years old follow influencers or other experts on social media the most out of any age group.
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