The Universal McCann's 'Power to the People - Social Media Tracker Wave 3' report reveals significant growth in social media usage and participation globally, based on a survey of 17,000 internet users across 29 countries. Key findings include high engagement in content creation, particularly in Asia, and the emergence of social media as a major influence on brand perceptions. The report emphasizes the evolving landscape of media consumption, with a notable shift towards video and on-demand content.