Social Media Usage by Country (2024)
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 two hours and 19 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 19 minutes.
- Kenya tops the list ranking social media usage by country in terms of time spent. Internet users there spend close to four hours on social media every day.
- Japan is the country with the lowest social media usage, with internet users clocking just 48 minutes a day on social networks.
Social media usage by country (highest)
|
Country |
Daily time spent on social media |
|
Kenya |
3 hours 56 minutes |
|
Brazil |
3 hours 38 minutes |
|
South Africa |
3 hours 37 minutes |
|
Philippines |
3 hours 33 minutes |
|
Chile |
3 hours 26 minutes |
|
Colombia |
3 hours 18 minutes |
|
Nigeria |
3 hours 15 minutes |
|
Mexico |
3 hours 15 minutes |
|
Indonesia |
3 hours 8 minutes |
|
Argentina |
3 hours 7 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 three hours and 56 minutes per day, that’s a lead of 18 minutes over Brazil in second place with three hours and 38 minutes.
The countries where social media usage is the third and fourth highest are South Africa and the Philippines. Social media users spend three hours and 37 minutes and three hours and 33 minutes) a day scrolling through their social media feeds, respectively.
Users in Chile clock three hours and 26 minutes of daily social media usage, rounding out the five countries with the highest social media usage across the globe. It is followed by Colombia, Nigeria, and Mexico, where users spend around three hours and 15 minutes a day on social media. Incidentally, Nigeria and Mexico also have some of the biggest number of internet users. Indonesia follows, with three hours and eight minutes, and Argentina completes the top 10. Consumers there spend three hours and seven a day on social media.
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 48 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 one hour and 13 minutes 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.