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Which countries spend the most and the least time on social media?


On average, global internet users spent 2 hours and 23 minutes a day on social media, although trends varied widely from country to country. In roughly half of the markets surveyed by the Global Web Index, social media usage decreased or stabilized in the first quarter of 2019 compared to 2018 figures.

Emerging markets continue to spend most of their time on social media on a typical day. This could be due to the fact that these markets generally have a younger population, with the 16- to 24-year-old segment driving growth globally. The Philippines spent most of their time on social networks, devoting a little over four hours a day to the digital sphere. Nigerians typically spent more than three and a half hours a day on social media sites, while Indians and Chinese each spent more than 2 hours a day.

Some of the more developed markets are showing signs of plateauing, which could be partly due to the aging populations in these countries. On a typical day in Japan, people spend less than an hour staying digitally connected. Germany posts only marginally higher numbers, with users spending a little over an hour on social media each day, while the UK and US both spend almost two hours a day engaging in social media.


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