More than 60 per cent of the world's population, or nearly five billion people, are active on social media, a new study has shown. According to digital advisory firm Kepios, this figure represents an increase of 3.7 per cent compared to the previous year.

The number of social network users is approaching the number that uses the Internet at 5.19 billion, or 64.5 per cent of the world population. Moreover, the report said that social media usage varies widely by region. In East and Central Africa, only one person out of 11 uses social media, while in India, only one out of three does.