Industries in Depth

Which countries spend the most time on social media?

A group of young people using their mobile phones.

Those aged 16 to 24 are driving global growth in social media use. Image: Unsplash/ Creative Christians

Katharina Buchholz
Data Journalist, Statista
Our Impact
What's the World Economic Forum doing to accelerate action on Industries in Depth?
The Big Picture
Explore and monitor how Media, Entertainment and Sport is affecting economies, industries and global issues
A hand holding a looking glass by a lake
Crowdsource Innovation
Get involved with our crowdsourced digital platform to deliver impact at scale
Stay up to date:

Media, Entertainment and Sport

  • Global internet users spend an average of 2 hours and 27 minutes per day on social media, although trends differ widely by country, a study finds.
  • Emerging markets spend the most time on social media, with the younger populations in most of these markets potentially driving growth.
  • Nigeria spends the longest time per day connected to social media sites, with the average user signed in for 4 hours and 7 minutes.
  • Countries with aging populations spend the least time on social networks – the average Japanese internet user is logged in for just 51 minutes.

On average, global internet users spend 2 hours and 27 minutes on social media per day, though trends differ widely by country. In many of the markets that Global Web Index surveyed, social media use had shrunk or plateaued in Q1 2020 when compared with 2019 and 2018 figures, but the coronavirus pandemic reversed this trend in many countries.

Emerging markets continue to spend the most time on social networks during a typical day. This could be driven by these markets generally having younger populations, with the 16 to 24-year-old segment driving growth globally. Nigeria spent the most time connected to social networks, devoting more than four hours a day to the digital social sphere. Filipinos typically spent almost as much time per day on social media sites, while Indians and Chinese clocked in around 2.5 hours and 2 hours, respectively, per day.

Countries with aging populations exhibited shorter social media use. During a typical day in Japan, people spend only three quarters of an hour staying connected on social networks. Germany posts only slightly higher numbers, with users going on social media for one hour and twenty minutes every day, while the UK and the U.S. both spent closer to two hours per day engaging with social media.

This chart shows the average time spent connected to social networks during a typical day in 2021.
Nigeria spent the most time connected to social networks in 2021. Image: Statista

How is the World Economic Forum shaping the future of media?

Have you read?
Don't miss any update on this topic

Create a free account and access your personalized content collection with our latest publications and analyses.

Sign up for free

License and Republishing

World Economic Forum articles may be republished in accordance with the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public License, and in accordance with our Terms of Use.

The views expressed in this article are those of the author alone and not the World Economic Forum.

Related topics:
Industries in DepthHealth and Healthcare Systems
World Economic Forum logo
Global Agenda

The Agenda Weekly

A weekly update of the most important issues driving the global agenda

Subscribe today

You can unsubscribe at any time using the link in our emails. For more details, review our privacy policy.


Top 5 countries leading the sustainable tourism sector

Robin Pomeroy and Linda Lacina

April 29, 2024

About Us



Partners & Members

  • Join Us

Language Editions

Privacy Policy & Terms of Service

© 2024 World Economic Forum