Kenya has been ranked as the top country whose citizens spend the most time on social media.
In a report published by Data Reports, internet users spend an average of three hours and 43 minutes on social media each day.
Kenyans spend most of their time on messaging apps like WhatsApp, and entertainment platforms like TikTok or YouTube and use Instagram for their social connection. Other platforms noted in the report were Facebook, Line, X formerly Twitter, Telegram, Snapchat, FB messenger, Pinterest and LinkedIn.
Regarding the ratio between social media and population, Kenya ranked lower at only 23.5 per cent. The average global ratio was 62.3 per cent.
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Some major reasons for using social media were keeping up with family, filling spare time, reading news stories, finding content, getting the trends, online shopping, watching live streams, following celebrities and sharing life experiences.
Notably, Kenyans especially the youth have embraced social media platforms like TikTok and YouTube to earn a living.
The report took the social media activity of internet users aged 16 to 64 in 53 of the world’s largest economies. Women aged between 16 and 24 spend the most time on different social media platforms, accounting for three hours a day.
On the other hand, men aged between 55 to 64 spend one hour and 31 minutes on social media. According to the data, women spend 16 more minutes per day than men.
Meanwhile, Kenya topped globally with South Africa coming in second place. Brazil was third on the list with users spending three hours and 34 minutes on social media per day.
However, countries at the bottom three of the list were Netherlands, South Korea and Japan. The internet users spend one hour and 30 minutes, one hour six minutes, and 53 minutes respectively.
“On average, people across the EU and UK spend just 1 hour and 48 minutes per day using social media, which is 35 minutes (24.5 per cent) less than the global average,” the report read in parts.
According to the report TikTok had the highest average time per user while YouTube had the greatest overall share of total social media time.
Additionally, the report revealed that the average social media user spends two hours and 23 minutes per day using social media platforms.
“On average, social media accounts for 35.8 per cent of our daily online activities, meaning that more than one in three internet minutes can be attributed to social media platforms,” read part of the report.
A photo of a person using the social media platform, TikTok