3 stats defining social media in 2026

Social media usage is nuanced and ever-evolving, but don’t let that complexity leave you feeling directionless. For every question that arises as you build your next social strategy, there’s a guidepost to be found in the data on digital behaviors and habits. Comprehensive and reliable data, that is. That’s why, even in the era of information overload, marketers need resources like the Digital 2026: Global Overview Report , featuring over 600 pages of statistics from trusted sources that illuminate how audiences navigate the digital world. Over the past year, there has been no shortage of new developments in the social marketing landscape. Find them all in the Digital 2026 report, but in the meantime, here are three stats that sum up what the social media landscape looks like entering the new year. 72.3% of online audiences use social media for brand research. Social media presence and monitoring can’t be an afterthought in 2026. The narrative around your brand on social — whether true or not —  impacts purchase decisions, particularly among high-intent buyers. In fact, 72.3% of internet users aged 16 and older use social media to learn more about products they’re thinking of buying. And while Instagram has the
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