Social media hit 5.22 billion users: what this means for you

Combined with 5.52 billion internet users (67.5% of the population) and 5.75 billion unique mobile phone subscribers (70.3%), the global connectivity landscape has become a dynamic ecosystem for businesses to tap into, according to The Global State of Digital in 2024 of DataReportal.

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Mobile connectivity: a game-changer in social media access

The growth of mobile usage has been a driving force behind the expansion of social media. With 8.83 billion cellular mobile connections, individuals now have access to multiple devices per person, with the average number of mobile connections standing at 1.54 per user. 

• Mobile-first experience is critical: Over 93.9% of total mobile connections are broadband-enabled, facilitating faster internet speeds and improved user experiences.
• Annual growth: Mobile connections saw a +3.4% increase, adding 294 million new connections in the last year alone. For businesses, this means prioritising mobile-optimised content is no longer optional—it’s essential.

Consumer behavior insights

From this data, businesses need to align their strategies with how people are interacting online:

Diverse content preferences:

• Social platforms are a mix of short-form videos (TikTok), photo-focused feeds (Instagram), and discussion-oriented formats (X, formerly Twitter).
• Strategies must capture the attention of users across various interests and preferences.

Shopping and engagement:

• The seamless integration of commerce into social media (via platforms like Instagram Shopping and TikTok Shop) is redefining e-commerce. Consumers now expect a smooth journey from discovery to purchase.
• Prioritise user-friendly mobile commerce experiences.

With over 70% of the population connected via mobile, businesses must embrace mobile-first strategies to thrive in 2025. Fast, seamless websites and social ads tailored for mobile users are crucial. Leveraging data responsibly and using AI-driven personalisation can build trust and create meaningful connections. 

At Studio 34, we help you stay ahead of trends. Ready to make 2025 your breakthrough year?