Social media has become a central part of daily life worldwide, and new data from Cable.co.uk and We Are Social reveals which countries are spending the most time online. Kenya leads the way, with users spending an average of 3 hours and 43 minutes on social media daily. Here’s a look at the countries that rank high in social media engagement and what might be driving these trends.
The Top 5 Countries by Social Media Usage
- Kenya: At the top, Kenyans spend an average of 3 hours and 43 minutes on social media each day. The high levels of engagement are likely influenced by widespread smartphone adoption, increased internet connectivity, and the popularity of platforms like TikTok, Facebook, and WhatsApp.
- South Africa: Close behind Kenya, South Africans average 3 hours and 37 minutes daily. Social media has become an essential tool for social connection, business marketing, and activism.
- Brazil: Brazilians average 3 hours and 34 minutes on social media. Platforms like Instagram and WhatsApp dominate in Brazil, where social media is a hub for entertainment, news, and staying connected with loved ones.
- Philippines: With an average of 3 hours and 33 minutes spent daily, the Philippines is known for its social media-savvy population. Many Filipinos use social media for entertainment, news, and keeping in touch with overseas family.
- Nigeria: Nigerians spend 3 hours and 23 minutes on social media each day. With a young, digitally engaged population, Nigeria’s social media usage is largely driven by trends on platforms like Twitter, Instagram, and Facebook.
Other Notable Countries
Countries like Colombia (3:22), Chile (3:11), and Indonesia (3:11) also rank high in social media use, where platforms are integral to daily interactions, business, and cultural trends.
Interestingly, Saudi Arabia (3:10) and Argentina (3:08) are also near the top, reflecting the influence of social media in connecting communities, especially among youth. Meanwhile, Ghana (2:43), Egypt (2:41), and Thailand (2:30) demonstrate significant social media activity as well.
European Countries
European countries generally report less time on social media compared to African, Latin American, and Asian countries. Bulgaria (2:26), Portugal (2:23), and Italy (2:17) rank lower on the list. Differences in lifestyle, social media trends, and digital policies might explain the shorter time spent online.
The Global Influence of Social Media
Social media plays a diverse role across different regions, from business marketing to social activism, and entertainment to staying connected. In Kenya, for instance, social media serves as a primary source for news and business promotion, while in countries like Brazil and the Philippines, it is a means of maintaining close ties and fostering community.
With global averages continuing to rise, the trend points to the growing importance of social media in our daily lives. Whether for professional networking, entertainment, or keeping up with the latest news, social media’s influence spans all corners of the globe, connecting people in unprecedented ways.