Kenya Tops Global Rankings for Daily Social Media Use, Report Reveals

A new digital engagement study has identified Kenya as the world’s most active social media nation, with users spending an average of over five hours per day on various platforms.

According to the report released last week by Players Time, Kenyans average 5 hours and 10 minutes daily on social media—significantly higher than users in the United States (2 hours 52 minutes) and China (1 hour 53 minutes).

The Philippines followed Kenya with 4 hours 50 minutes of daily use, while Brazil and Nigeria tied for third place at 4 hours 9 minutes. South Africa ranked fourth at 4 hours 2 minutes per day.

Facebook remains the most widely used platform globally with 3.07 billion monthly active users, followed by Instagram and WhatsApp, each with around 3 billion users. YouTube and TikTok also reported substantial reach, with 2.58 billion and 1.99 billion monthly users respectively.

The report noted TikTok’s particularly high engagement rate, with users spending an average of 97 minutes per day on the short-video platform, compared to 85 minutes on YouTube and 73 minutes on Instagram.

In terms of gender distribution, men account for 54.4% of social media users overall and show stronger presence on discussion-focused platforms like X (formerly Twitter) and Reddit. Women are more active on visually oriented networks such as Pinterest. Platforms like Snapchat, Instagram, and Telegram reflected nearly equal gender usage.

The findings reinforce Kenya’s reputation as a digitally engaged society and highlight trends in global platform preference and usage behavior.