Social media continues to reshape how we spend our time, and recent research reveals a dramatic transformation happening right now in 2025. The numbers are striking. According to University of South Australia researchers who tracked over 14,000 students aged 11 to 14 between 2019 and 2022, daily social media use jumped from 26 percent to 85 percent. Meanwhile, participation in enriching activities like sports, reading, music, and art plummeted. Reading for fun saw children who never read increase from 11 percent to 53 percent. Arts participation among those who never participated rose to 70 percent, and extracurricular music involvement climbed to 85 percent.

What's particularly concerning is that these changes have not reversed, even three years after pandemic restrictions ended. The research suggests this represents a lasting shift in how young people prioritize their time. Girls consistently used social media more often than boys, who experienced steeper drops in reading habits.

On the business side, the influencer marketing platform market is experiencing explosive growth. The global market is estimated to expand from 16.79 billion dollars in 2025 to 272.43 billion dollars by 2035, growing at a compound annual rate of 28.83 percent. Artificial intelligence and machine learning are driving this expansion, with chatbots and AI assistants gaining popularity as businesses focus on automation and customer experience improvement.

For content creators and marketers, video dominates the landscape. Adults spend an average of 11 hours and 39 minutes per week on online video, exceeding time spent watching traditional television. Short-form videos account for 6 hours and 42 minutes weekly. Businesses recognize this momentum, with 89 percent using video marketing and 95 percent of marketers calling video important for their 2025 strategy. Notably, 93 percent report strong return on investment from video content, and 84 percent say video directly increased sales.

The timing of posts matters significantly. The best time to post across social media networks is 8 a.m. on Wednesdays, though Facebook engagement peaks at 9 a.m. consistently throughout the week.

As we move deeper into 2025, the social media landscape continues evolving. Whether you're monitoring these trends for business purposes or concerned about their impact on young people, understanding these metrics proves essential for navigating our increasingly digital world.

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This content was created in partnership and with the help of Artificial Intelligence AI