The world's fascination with social media shows no signs of slowing down as a staggering 60 per cent of the global population, approximately five billion individuals, are now actively engaged on various social platforms, according to a new study by digital advisory firm Kepios. This figure marks a significant 3.7 per cent increase from the previous year, highlighting the growing influence of social media in our daily lives.Interestingly, the study reveals that social media usage varies widely by region. In East and Central Africa, only one out of 11 individuals actively uses social media, while in India, the number stands at one out of three people. The average time spent on social media has also seen a rise, with users now dedicating an average of two hours and 26 minutes per day to these platforms.While the average social media user uses seven platforms, there are some top preferences for most. Meta, the parent company of Facebook, WhatsApp, and Instagram, dominates as the top favorite apps globally. In China, WeChat, TikTok, and Douyin (its local version) hold the top spots for popularity. The list of leading social media platforms also includes Twitter, Messenger, and Telegram, indicating the diverse range of choices available to users worldwide.In summary, the study emphasizes the global phenomenon of social media adoption, with billions of people actively participating in the digital landscape. The surge in social media usage brings new opportunities and challenges for individuals, businesses, and society at large.