Digital 2026: 6.04 billion internet users and the rise of AI

The Digital 2026 Report, published in October 2025 by We Are Social in collaboration with Meltwater, marks a turning point in connectivity history. With over 700 pages of data, this study confirms that internet adoption has surpassed the 6 billion user barrier globally. This figure represents a 73.2% penetration of the global population, indicating that the digital divide is closing at an accelerated pace in emerging economies.

The report's methodology relies on data collected until the end of 2025, allowing companies to plan strategies with updated information. Unlike previous editions, this document integrates AI adoption data so deeply for the first time, recognizing that AI is no longer a niche technology but a massive tool redefining interaction with digital content.

One of the most highlighted findings is that social media users have reached supermajority status. According to the report, 5.66 billion people actively use these platforms, equivalent to 68.7% of the world's population. This sustained growth demonstrates that social media has ceased to be a complementary channel to become the main point of contact between brands and consumers.

The demographics of these users show a clear trend towards mobility. 70.1% of the global population owns a mobile device, with 5.78 billion active users. In markets like Spain, 95% of users access the internet primarily via mobile, reinforcing the need for mobile-first strategies for any digital campaign aiming to be relevant in 2026.

The report reveals that over 1 billion people use artificial intelligence every month. This figure not only reflects the popularity of generative tools but also the integration of AI into everyday services like information search, virtual assistance, and content creation. AI adoption is already considerably broader than headlines suggest, with millions of new users discovering these tools daily.

In Spain's case, data shows that 31% of users rely on large language models (LLMs) to access information, placing them behind traditional search engines (87%) but ahead of voice assistants (23%). This shift in search habits forces companies to rethink their SEO strategy, incorporating optimizations for AI-generated responses.

The specific analysis for Spain offers a detailed X-ray of local digital behavior. The country has 46.1 million internet users, representing a very high penetration in a population of 47.9 million. However, the number of social media users has experienced a slight 1.8% drop in the last year, standing at 39.0 million. This discrepancy suggests saturation or a restructuring in the use of social platforms in the Spanish market.

The average time spent on the internet in Spain is 34 hours and 17 minutes weekly. The main reasons for use are finding information (67%), staying in touch with friends and family (60%), and keeping up with news (60%). Regarding devices, mobile dominates with 95% usage, followed by computer (74%) and tablet (38%). The Chrome browser is the undisputed leader with a 73% market share.

For marketing professionals, the report underscores that the challenge is no longer the lack of data, but the ability to process it in a fragmented ecosystem. Search is increasingly dispersed among Google, marketplaces, and LLMs, requiring a more sophisticated omnichannel strategy. Brands must prioritize user experience at every touchpoint, as e-commerce shows that experience weighs as much as price in the purchase decision.

Digital advertising continues to dominate global ad spend, but user attention is shifting towards video platforms and social media. The report highlights the rise of YouTube on connected TVs and the evolution of user expectations on social networks. Companies that do not adapt their content to these new formats and channels risk losing relevance in an environment where attention is the scarcest resource.