With the global population at 7.395 billion, internet users have increased to 3.419 billion today. Out of the total internet user base, 2.307 billion are active social media users. India in the spotlight What this spells for India is as exciting as the rest of the world. Presently, in India, 28.4 per cent of the population (375 million) is using internet, out of which 10.3 per cent are active on social media (136 million). Five years ago, 2.5 per cent of the population was active on Facebook. This number was expected to increase to 15 per cent by the end of 2016, with Facebook proactively targeting emerging economies with Facebook Lite for slow internet speed in these regions. As per the Yral report, increased mobile web penetration is also seen as a key contributor to increased growth in active social media usage. Here are some of the key trends that have put India in the social media spotlight: Growing popularity of social media: In India, active social media users grew at 15 per cent since January 2015 to 136 million in 2016. Digital spending trend: Digital Ad spending in India grew to around 47.5 per cent in 2016, in comparison with the overall Ad spending, which was pegged at 15.5 per cent in 2016. Growing celebrity engagement and interaction: The Facebook reach of each of the top 10 celebrities in India is greater than the population of Australia.