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Story summary
- The Digital 2026 report by We Are Social and Meltwater finds 5.66 billion people (68.7% of the global population) use social media, up 4.8% from the previous year.
- Social media ads are the primary source of brand discovery for users aged 16 to 34, surpassing search engines and TV ads.
- Over 1 billion people use standalone generative AI tools monthly, reshaping online behavior and advertising strategies.
