However, note that figures for social media users may not represent unique individuals, and due to issues like duplicate accounts, social media user figures may exceed the figures that we publish for internet users – or even for total population. The latest figures indicate that well over 9 in 10 internet users now use social media each month (learn more about people’s broader internet behaviours on our Global Digital Overview page). That equates to annualised growth of 3 percent, at an average rate of more than 4 new users every single second. Social media user numbers have continued to grow over the past 12 months too, with 137 million new users joining social media since this time last year. Detailed analysis by the team at Kepios shows that there are 4.76 billion social media users around the world in January 2023, equating to 59.4 percent of the total global population.
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