Top Nations Devoting the Most Hours to Social Media in the Year 2025
In 2025, social media's global dominance continues to thrive, with a staggering 5.24 billion users reported by Backlinko. This figure represents a near doubling from just a decade prior, indicating a widespread digitized society. A considerable 63.9% of the global population and 86.1% of those aged 18 and above are currently active social media users.
On average, people spend roughly 2 hours and 21 minutes daily interacting with various social media platforms, such as Facebook and Instagram. According to Backlinko, Facebook leads the pack as the largest social network with 3.07 billion monthly active users. It is closely followed by YouTube (2.5 billion), WhatsApp (2 billion), Instagram (2 billion), and TikTok (1.58 billion). On a monthly basis, the average internet user employs approximately 6.83 social media platforms, according to the Global Web Index.
The UAE holds the title of the most active country, with an astounding 100.3% social media penetration rate – though this figure includes duplicates and fake users. In contrast, India reports a significantly lower user base, with only 33.7% of the population utilizing social media, which spikes to 43.1% for those aged 18 and above.
According to Backlinko's data, Kenyan citizens spend the most time per day on social media (4 hours and 13 minutes), surpassing the global average. Meanwhile, Japan logs the shortest duration (46 minutes), followed by South Korea (1 hour and 14 minutes) and the United Kingdom (1 hour and 37 minutes).
Other research by Stocklytics reveals that South Africa maintains the highest daily average time spent online, amounting to 9 hours and 37 minutes. Brazil (9 hours and 9 minutes) and the Philippines (8 hours and 52 minutes) closely trail behind, while Japan (4 hours and 9 minutes), Denmark (5 hours and 10 minutes), and Greece (5 hours and 21 minutes) remain at the lower end of the list, with a global average of 6 hours and 38 minutes daily online activity.
Though specific data regarding country-by-country social media usage is not thoroughly detailed, it is evident that these platforms continue to captivate a global audience, transcending geographical boundaries.
Eco-technology initiatives are increasingly using social media as a powerful tool for awareness and engagement, leveraging the large user base and immense reach of platforms like Facebook, YouTube, and Instagram. The entertainment industry is also harnessing social media's potential, with many artists and influencers using these platforms to connect with their fans and drive conversations around their content.
