Chart showing: Social Media Usage by Country

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 (highest)


Daily time spent on social media

1. Kenya

235 minutes

2. South Africa

224 minutes

3. Brazil

222 minutes

4. Philippines

210 minutes

5. Colombia

209 minutes

6. Nigeria

202 minutes

7. Chile

201 minutes

8. Mexico

199 minutes

9. Indonesia

194 minutes

10. Argentina

192 minutes

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 235 minutes (three hours and 55 minutes) per day, that’s a lead of 11 minutes over South Africa in second place with 224 minutes. 

The countries where social media usage is the third and fourth highest are Brazil and the Philippines. Social media users spend 222 minutes (equivalent to three hours and 42 minutes) and 210 minutes (three hours and 30 minutes) a day scrolling through their social media feeds, respectively.

Users in Colombia clock 209 minutes (three hours and 29 minutes) of daily social media usage, rounding out the five countries with the highest social media usage across the globe. It is followed by Nigeria and Chile, where users spend just over 200 minutes a day on social media. Mexico follows, with 199 minutes (three hours and 19 minutes), and Indonesia and Argentina complete the top 10. Consumers there spend 194 minutes and 192 minutes a day on social media, respectively. 

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 55 minutes, it’s less than one-quarter 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 70 minutes. This is followed by three European countries: Austria, the Netherlands, and Switzerland. Daily social media usage is around 90 minutes in these countries.

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