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Wave is an annual social media study conducted by UM. It is the longest-running and most ambitious of its kind. Launched in 2006, Wave measures the scale and impact of social media across the globe, exploring the changes occurring in communication technologies. Over the years, Wave has shown the unprecedented growth in social media, with new platforms launched and reaching a critical mass with extraordinary speed across vast territories. Wave 8 includes data on active internet users from 65 countries, representing more than 1.3 billion active internet users. Wave has become an invaluable tool for brand marketers eager to stay informed about social media trends and consumer insights.