The Digital 2024 Report reveals that Kenyans spend an average of 3 hours and 43 minutes on social media daily, excluding internet browsing, which is one hour and 13 minutes more than the global average.
Ordinary users spend almost 2 hours 30 minutes daily on social media, accounting for more than one-third of their total online time. Kenya enjoys high social media engagement in Africa, ahead of South Africa and Brazil, due to its internet penetration rate of 40.8% of the total population at the start of 2024.
South Africa followed with an average of 3 hours 37 minutes spent online, followed by Brazil with 3 hours 34 minutes, the Philippines with 3 hours 33 minutes, and Nigeria with an average of 3 hours 23 minutes spent online.
Ghana and Egypt also featured in the top twenty countries, with citizens spending 2 hours 43 minutes and 2 hours and 41 minutes respectively. On average, women spend 16 minutes more per day on social media than men.
TikTok has the highest average time spent per user, while YouTube accounts for the majority of total social media time. Japan has the least time spent on social media, with users averaging just 1 hour and 53 minutes daily.
