How much time do you actually spend on social media daily?

You might assume your own screen time reflects the average in your country, but new data from Visual Capitalist based on We Are Social’s findings might surprise you.

Visual Capitalist’s team recently published a ranking of countries by average daily social media use, offering some intriguing insights:

• The average internet user globally spends nearly 2½ hours a day on social media.
• On average, women spend about 16 minutes more on social platforms daily than men.
• TikTok leads in time spent per user, but YouTube still holds the largest share of total social media time.

These details might prompt a rethink of your international marketing strategies.

 

 

Kenya is leading the world in social media engagement, with users there spending an average of 3 hours and 43 minutes daily on platforms. This figure stands out, especially as more than 5 billion people are now active social media users globally.

Globally, the “typical” internet user dedicates nearly 2½ hours each day to social media, which makes up a significant portion of their overall online time. Notably:

• Women tend to spend 16 minutes more on social media per day than men.
• TikTok holds the highest average time spent per user, yet YouTube claims the largest overall share of social media time.

In Africa, countries like South Africa, Nigeria, and Ghana show strong engagement alongside Kenya. Over in South America, Brazil’s social media use averages just below Kenya’s, at 3 hours and 34 minutes daily.

On the other end of the spectrum, Japan sees the lowest engagement, with users averaging just 1 hour and 53 minutes per day.