In the last ten years, digital communication has undergone an extraordinary transformation, characterized by exponential growth in both internet and social media users. In 2012, approximately 2.18 billion people of the world’s population were connected to the Internet. A decade later, in January 2022, this number had more than doubled, reaching 4.95 billion, or approximately 62.5% of the global population. At the same time, the adoption of social media has seen an even faster growth. In 2012, there were approximately 1.48 billion social media users. In January 2022, this number rose to 4.62 billion, tripling in just ten years.
This expansion has not stopped in the following years. In January 2023, internet users reached 5.16 billion, representing 64.4% of the world’s population. During the same period, social media users increased to 4.76 billion, or just under 60% of the global population.
In February 2024, data showed that social media users surpassed 5 billion, with 94.3% of internet users between the ages of 16 and 64 saying they had used at least one social media platform in the past 30 days.
In recent years, the social media landscape has changed dramatically. While Facebook and Twitter once dominated the scene, today we have a much wider range of platforms, each with specific characteristics and targets. Instagram, for example, is perfect for visual content and emotional storytelling, while LinkedIn is ideal for professional networking. TikTok has revolutionized the way we communicate with short and engaging videos, while Pinterest remains a reference point for inspiration and online shopping.