Kenya tops countries that are most addicted to social media

While internet penetration rates vary widely across the globe, some nations stand out for their remarkable dedication to online interaction. Starting with the top five countries, Kenya has emerged as the global leader in daily social media usage.

According to the latest data from DataReportal, there are now 5.24 billion active social media users globally—a staggering figure that represents a 4.1% increase over the past year. This growth underscores just how deeply embedded social media has become in our lives.

This is especially true in an age where social media platforms like TikTok, Instagram, X (formerly Twitter), and Facebook have become integral parts of daily life. It’s no surprise that billions of people worldwide are spending hours glued to their screens.

These platforms offer endless entertainment, connection, and engagement, making them hard to resist.

Check out the list below:

 Kenya – 4 hours and 13 minutes

Kenya may not have the highest internet penetration rate globally, but its residents are among the most dedicated social media users on the planet. On average, Kenyans spend 4 hours and 13 minutes per day scrolling, sharing, and engaging with content across various platforms. That’s nearly half a workday spent online, reflecting a deep cultural affinity for social media.

What makes Kenya’s social media obsession so remarkable is the context. Despite relatively limited access to high-speed internet compared to many developed nations, Kenyans have found ways to maximise their time online. Mobile-first solutions, affordable data plans, and innovative tech startups have made social media accessible even in remote areas. Platforms like WhatsApp, Facebook, and Twitter are particularly popular, serving as vital tools for communication, business, and entertainment.

For many Kenyans, social media isn’t just about fun—it’s a lifeline. It connects friends and families across vast distances, facilitates commerce, and provides a platform for political discourse and community building. This multifaceted role explains why Kenyans are so committed to staying online, even if it means squeezing every minute out of their day.

Brazil – 3 hours and 32 minutes

Just behind Kenya, Brazil holds its own as one of the world’s most active social media nations. With approximately two-thirds of its population actively using social media, Brazil boasts over 140 million users—a testament to the country’s vibrant digital culture.

On average, Brazilians dedicate 3 hours and 32 minutes per day to social media, making it a central part of their daily routine. Platforms like Facebook, Instagram, Twitter, Pinterest, and YouTube dominate the landscape, offering everything from celebrity gossip and fashion trends to political commentary and local news.

Brazil’s love affair with social media is fuelled by its diverse population and rich cultural tapestry. From music festivals to sports events, Brazilians use these platforms to share their experiences, celebrate their heritage, and stay connected with friends and family both near and far. The country’s thriving tech scene also plays a role, with numerous startups and influencers driving engagement across various networks.

The Philippines – 3 hours and 32 minutes

The Philippines has long been known as one of the most active countries on social media, and this reputation remains firmly intact. As of early 2025, the country had approximately 97.5 million internet users, representing an impressive internet penetration rate of 83.8%. This widespread connectivity has translated into significant social media engagement, with Filipinos averaging 3 hours and 32 minutes of daily screen time.

What sets the Philippines apart is its unique blend of creativity, humour, and community spirit. Platforms like TikTok, Instagram, and Facebook are buzzing with Filipino content creators who produce everything from dance challenges and cooking tutorials to heartwarming stories and political satire. The country’s strong sense of camaraderie extends to the digital realm, where users come together to support one another, celebrate milestones, and even mobilise for social causes.

Affordable data plans and mobile-first technology have further fuelled this enthusiasm. For many Filipinos, social media isn’t just a hobby—it’s a way of life, offering a space to express themselves, build connections, and stay informed about the world around them.

Nigeria – 3 hours and 23 minutes

Nigeria, often referred to as the “Giant of Africa,” is also making waves in the social media arena. As of January 2024, Nigerians were spending an average of 3 hours and 23 minutes per day on social platforms, placing the country fourth globally in terms of daily usage. This figure has remained consistent, highlighting Nigeria’s growing digital footprint despite a relatively low internet penetration rate of just 55%.

What drives Nigeria’s social media success? For starters, the country’s tech-savvy youth are leading the charge, leveraging platforms like WhatsApp, Instagram, and Twitter to connect, innovate, and thrive. Social media isn’t just about entertainment here; it’s a tool for entrepreneurship, education, and activism. Many Nigerians use these platforms to launch businesses, share educational resources, and advocate for social change.

Moreover, Nigeria’s dynamic culture and entrepreneurial spirit have spilled over into the digital realm. Content creators, influencers, and tech entrepreneurs are turning heads both locally and internationally, showcasing the country’s potential as a hub for innovation and creativity.

Indonesia – 3 hours and 8 minutes

Indonesians are no strangers to social media either. As of the third quarter of 2024, they were spending an average of 3 hours and 8 minutes per day on platforms like WhatsApp and Instagram. While this might seem slightly lower than some other countries, it’s important to note that Indonesians already dedicate seven hours and 22 minutes to online activities overall—making social media a significant portion of their digital lives.

One key factor driving Indonesia’s social media engagement is the affordability and accessibility of internet services. Thanks to competitive pricing and government initiatives to expand connectivity, even those in rural areas can participate in the digital revolution. WhatsApp, in particular, has become a cornerstone of Indonesian life, serving as a primary communication tool for personal and professional interactions.

Beyond messaging, Indonesians are embracing platforms like Instagram and TikTok for creative expression, fashion, and lifestyle content. The country’s vibrant culture and youthful population ensure that social media remains a lively and ever-evolving space.