The new Digital 2024 report, in partnership with Visual Capitalist, reveals that Kenyans spend the most time on social media globally. The data, gathered from users aged 16 to 64 shows Kenya’s strong online engagement across social platforms.
It shared that Kenyans spent an average of 3 hours and 43 minutes in applications daily. This is time allocated to social media platforms and excludes any form of internet browsing.
According to the report, the average global internet activity consumer spends about 2 hours and 30 minutes on socials daily, accounting for over a third of their total time online.
Kenyans top the charts in social media engagement, surpassing South Africans and Brazilians. This strong online presence is partly driven by an internet penetration rate that reached 40.8% of the population as of early 2024.
South Africa follows closely, with users spending an average of 3 hours and 17 minutes online daily. Brazil ranks next with 3 hours and 34 minutes, while the Philippines and Nigeria complete the top five with averages of 3 hours and 33 minutes and 3 hours and 23 minutes, respectively.
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Other African countries on the list include Ghana and Egypt, ranking 13th and 14th respectively, with users spending about 2 hours and 42 minutes on social media.
The report also showed that, on average, women spend about 16 minutes more on social media than men. TikTok was the platform where users spent the most time, followed closely by YouTube.
Japan ranked as the country with the lowest social media usage, with users averaging just 1 hour and 53 minutes daily.
