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Countries with the Highest Daily Social Media Usage in 2025
Kenya Leads the World at Nearly 4 Hours Per Day
Kenya tops the list in 2025 with an average of 3 hours and 43 minutes spent on social media every day. This high engagement reflects broader digital adoption and a growing number of social media platforms gaining popularity among Kenyans. The vibrant online community influences everything from entertainment to commerce, creating new opportunities for marketers and entrepreneurs alike. Kenya’s digital landscape continues to evolve rapidly, driven by widespread mobile phone usage and affordable internet access.
South Africa and Brazil Close Behind
South Africans spend approximately 3 hours and 41 minutes daily scrolling through social media feeds, just slightly less than their Kenyan counterparts. Brazil isn’t far behind, logging 3 hours and 37 minutes, highlighting a global trend of increasing social media engagement among diverse demographics. Both nations demonstrate how social platforms are central to socialization, news consumption, and even business activities in Latin America and Africa.
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Philippines and Nigeria Maintain Strong Engagement
In Southeast Asia, the Philippines ranks high with 3 hours and 34 minutes of daily social media use, underlining its status as one of the most digitally active nations in Asia. Meanwhile, Nigeria records 3 hours and 23 minutes, reflecting the country’s vibrant online communities and the importance of social media for communication and business in West Africa.
Latin America’s Digital Buzz Continues
Colombia and Chile show impressive numbers, with Colombians spending 3 hours and 22 minutes, and Chileans clocking in at 3 hours and 11 minutes daily. Indonesia and Saudi Arabia witness similar habits, devoting over three hours each to social media daily, marking their influence on regional digital cultures.
North America and Europe: Steady but Slightly Lower Engagement
In the United States, the average stands at 2 hours and 14 minutes, showcasing a more balanced social media consumption pattern compared to higher-engagement nations. European countries like Sweden and Switzerland record 1 hour and 56 minutes and 1 hour and 54 minutes respectively, reflecting perhaps a more varied digital diet or stricter online regulations.
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Asia and Oceania: Diverse Social Media Habits
Japan and South Korea have shorter engagement times, 53 minutes and 1 hour and 6 minutes respectively. Australia’s social media use averages 1 hour and 50 minutes, indicating mature digital markets where users may balance online activities with other offline pursuits. In Taiwan, the average is slightly less at 1 hour and 57 minutes, aligning with a broader trend toward moderated social media habits in East Asia.
Eastern Europe and the Middle East
Romania, Israel, and other Eastern European nations exhibit moderate engagement, with Romania at 2 hours and 20 minutes, and Israel at 2 hours and 18 minutes. Middle Eastern countries like Morocco and Saudi Arabia have notable figures—2 hours and 7 minutes and 3 hours and 10 minutes respectively—underscoring social media’s pivotal role in daily life and commerce across the region.
The Global Landscape in 2025
While the variation exists, a clear trend emerges: social media occupancy remains significant worldwide. Countries in Africa, Latin America, and parts of Asia lead in time spent, reflecting their rapid digital adoption and social media’s influence on daily routines. As internet infrastructure expands and new platforms emerge, these figures may shift further, emphasizing the importance of understanding regional digital habits.
Understanding these trends is crucial for marketers, policymakers, and businesses aiming to connect with diverse audiences worldwide. Whether it’s leveraging local platforms, tailoring content, or setting regulations, recognizing regional social media habits provides a strategic advantage in the increasingly interconnected digital realm.
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Sources: DataReportal, 2024 | Updated 2025
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