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 143 minutes per day. However, there are countries where users spend much more (and much less) time than the average.

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Social media usage by country (highest)

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 223 minutes (three hours and 43 minutes) per day, that’s a lead of two minutes over South Africa in second place with 221 minutes. 

The countries where social media usage is the third highest are Brazil and the Philippines. Social media users spend 217 minutes (equivalent to three hours and 37 minutes) and 214 minutes (three hours and 34 minutes) a day scrolling through their social media feeds, respectively.

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Users in Nigeria clock 205 minutes of daily social media usage, rounding out the five countries with the highest social media usage across the globe.

Here are some other countries with high social media usage and the time spent among their urban internet users:

  1. Colombia: 203
  2. Chile: 202
  3. Mexico: 194
  4. Indonesia: 191
  5. Saudi Arabia: 186

These social media usage statistics by country show that of the 10 countries on the list, three are located in Africa, four are in Latin America, and three 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 53 minutes, it’s around one-quarter of what urban internet users in Nigeria spend on social media per day.

The country with the second-lowest social media usage is South Korea with 66 minutes. This is followed by three European countries: the Netherlands, Austria, and Belgium. Daily social media usage is around 90 minutes in these countries.

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