Social Media Usage by Country
With the growing number of social media users worldwide, there’s no doubt social media marketing has become one of the key growth strategies for businesses.
Aside from knowing what the most popular social media platforms are, it’s also important to understand usage—more importantly, social media usage by country. This way, you’re better equipped to adapt your business strategy to cater to local habits.
So then, which country has the most active social media environment in the world?
Worldwide, social media usage stands at 140 minutes per day. However, there are countries where users spend much more (and much less) time than the average.
Social media usage by country: key data
- Worldwide, the average daily time spent on social media is two hours and 20 minutes.
- Kenya tops the list ranking social media usage by country in terms of time spent. Internet users there spend four hours and seven minutes on social media every day.
- Japan is the country with the lowest social media usage, with internet users clocking just 47 minutes a day on social networks.
Social media usage by country (highest)
|
Country |
Daily time spent on social media |
|
1. Kenya |
247 minutes |
|
2. South Africa |
216 minutes |
|
3. Brazil |
213 minutes |
|
4. Philippines |
207 minutes |
|
5. Colombia |
200 minutes |
|
6. Chile |
197 minutes |
|
7. Argentina |
193 minutes |
|
8. Indonesia |
192 minutes |
|
9. Nigeria |
190 minutes |
|
10. Mexico |
189 minutes |
Social media use by country (2024): time spent
According to the latest social media usage statistics by country, urban consumers in Kenya currently spend the most amount of time on social media. At 247 minutes (four hours and seven minutes) per day, that’s a lead of more than half an hour over South Africa in second place with 216 minutes. Kenya is also the only country whose population spends more than four hours a day on social media.
The countries where social media usage is the third and fourth highest are Brazil and the Philippines. Social media users spend 213 minutes (equivalent to three hours and 33 minutes) and 207 minutes (three hours and 27 minutes) a day scrolling through their social media feeds, respectively.
Users in Colombia clock 200 minutes (three hours and 20 minutes) of daily social media usage, rounding out the five countries with the highest social media usage across the globe. It is followed by Chile and Argentina, where users spend around three hours and 15 minutes a day on social media. Indonesia follows, with 192 minutes (three hours and 12 minutes), and Nigeria and Mexico complete the top 10. Consumers there spend 190 minutes and 189 minutes a day on social media, respectively. Incidentally, Nigeria and Mexico also have some of the biggest number of internet users.
These social media usage statistics by country show that of the 10 countries on the list, three are located in Africa, five are in Latin America, and two are in Asia.
Social media usage by country (lowest)
On the other end of the spectrum, out of all of the markets surveyed, Japan has the lowest social media usage. At just 47 minutes, it’s less than one-fifth of what urban internet users in Kenya spend on social media per day.
The country with the second-lowest social media usage is South Korea with 73 minutes. This is followed by three European countries: Austria, the Netherlands, and the United Kingdom. Daily social media usage is around 90 minutes in these countries.