Social media apps have billions of ‘active users’. But what does that really mean?

Our digital world is bigger and more connected than ever. Social media isn’t just a daily habit – with more than 5 billion users globally, it’s woven into the very fabric of our existence. These platforms offer entertainment, connection, information and support, but they’re also battlegrounds for misinformation and online harassment. Platforms like Facebook, YouTube, Instagram and TikTok vie for our attention, each boasting user counts in the billions. But what do these numbers actually tell us, and should we care? What is an active user or a unique user? Behind the impressive statistics lies a complex reality. While global social ......

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