According to Kepios, the number of social network users has increased by 3.7% in the past year. However, there are disparities in usage rates across regions. In East and Central Africa, the rate of social media activity accounts for 9%, while in India, currently the most populous country in the world, the rate of social media usage is 33%.
Time spent on social media over the past year has increased by 2 minutes a day, to 2 hours 26 minutes. Time spent on social media varies greatly from country to country. Specifically, every day Brazilians spend an average of 3 hours 49 minutes on social networks, while this figure in Japan is less than 1 hour.
Also according to Kepios’s report, social media users are mainly concentrated on 7 platforms. Meta has 3 popular apps including WhatsApp, Instagram and Facebook, while China has 3 apps including WeChat, TikTok and Douyin local versions. Twitter, Messenger and Telegram are the world’s leading social media platforms.