Kenyans Top the World: 3 Hours 43 Minutes Glued to Social Media Daily in 2024

According to Stocklytics.com, Kenyans consume the most social media content, dedicating an average of 3 hours and 43 minutes to digital platforms daily.   

The site’s financial analyst Edith Reads, comments:

Kenya’s digital landscape has significantly transformed over the past decade. With rapid technological advancements, increased internet penetration, and the proliferation of affordable smartphones, social media has become an integral part of Kenyan society. Platforms such as Facebook, Twitter, Instagram, and TikTok have grown exponentially in popularity, serving as essential tools for communication, entertainment, business, and activism

Stocklytics Financial analyst, Edith Reads

Kenya, In Comparison to the World’s Social Media Use

While global daily social media usage has dwindled slightly to 2 hours and 23 minutes, 8 minutes less than last year’s, the African continent remains a notable exception. 

Kenya and South Africa lead in social media consumption, with the former taking the crown and edging out the latter by a slim margin. On average, South Africans consume 3 hours and 41 minutes of social media content, highlighting social media’s pervasive nature and influence on African countries.  

Besides the African continent, South America also made a strong showing, with Brazil taking third place with an average daily social media time of 3 hours and 37 minutes. Colombia, Chile, and Mexico’s ranking in the top 10 further highlights the region’s rapidly expanding social media footprint.

The Philippines ranked fourth, with its nationals hooked on social media for 3 hours and 34 minutes daily, and Nigeria concluded the top 5, with a notable daily consumption of 3 hours and 25 minutes.

Regarding social media use ratios to the country’s population, Kenya falls drastically behind with a 23.5% share, representing only about 13.05 million social media users out of the total population.  In contrast, the UAE’s social media identities account for the highest representation, at about 112.3%.  Other countries along the western edge of the Persian Gulf, including Saudi Arabia, Bahrain, and Kuwait, also have the highest social media usage ratios relative to their populations.

Kenya’s Social Media Representation

The reasons behind Kenya’s high social media usage are multifaceted. For many Kenyans, social media is the primary source of news and information. With the decline of traditional media, platforms like Twitter and Facebook have become the go-to sources for real-time updates on local and global events. Additionally, social media provides a space for social interaction and community building, where users can connect with friends, family, and like-minded individuals.

Entertainment is another major draw. From viral TikTok videos to Instagram reels and YouTube channels, social media offers content that caters to diverse interests. This constant stream of engaging and easily accessible content keeps users glued to their screens for extended periods.

Facebook is Kenya’s most used social media platform, controlling over 47.5% of the total social media user population. Whatsapp follows closely, with a 47.3% hold, a marginal difference from Facebook, representing subtle gains for Meta. Youtube comes in third with a notable 21% share, and Tiktok and Instagram follow with 17.8% and 11.8% shares, respectively.

All these platforms have become increasingly popular in Kenya, mainly due to augmented mobile connections and a thriving youthful population in tune with technology. As of January 2024, Kenya boasted an impressive 66.04 million cellular mobile connections, with even remote and rural areas gaining greater access, signaling a shift towards a more connected and technologically driven future.