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 preferences.

So then, which country has the most active social media environment in the world?

Worldwide, social media usage stands at 148 minutes per day. However, there are countries where users spend much more (and much less) time than the average.

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Social Media Usage by Country (Highest)

According to the latest social media usage statistics by country, urban consumers in Nigeria spent the most amount of time on social media in 2022. 

At 260 minutes per day, that’s a lead of more than half an hour over Brazil and South Africa, tied in second place. Nigeria is also the only country to exceed the four-hour mark.

The countries where social media usage is the second highest are Brazil and South Africa. Social media users there spend 224 minutes (equivalent to three hours and 44 minutes) a day scrolling through their social media feeds. 

Users in the Philippines clocked 222 minutes of daily social media usage in 2022, placing it in fourth place. Colombia is close behind with 215 minutes and wraps up the five countries with the highest social media usage across the globe.

Here are some other countries with high social media usage and the time spent among their urban internet users:

  1. Ghana: 203 minutes
  2. Kenya: 202 minutes
  3. Argentina: 198 minutes
  4. Mexico: 197 minutes
  5. Indonesia: 187 minutes

These social media usage statistics by country show that of the ten countries on the list, four are located in Africa, four 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 49 minutes, it’s around one-fifth of what urban internet users in Nigeria spend on social media per day.

The country with the second-lowest social media usage is South Korea with 71 minutes. This is followed by two European countries: Austria and the Netherlands. Daily social media usage totaled 90 minutes in Austria and 95 minutes in the Netherlands.

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