- Social media usage is skyrocketing across Africa, with Kenyans, South Africans and Nigerians the nationalities spending most time online
- Ghana and Egypt complete the top five, with average usage times of 2 hours and 43 minutes and 2 hours and 41 minutes, respectively
- The increasing reliance on social media across these countries reflects a significant shift in how people connect, interact and consume information
Social media has evolved from a simple means of staying in touch to an integral part of everyday life across Africa, whether for entertainment, business, or activism, these digital platforms have become the go-to for millions.
But where do Africans spend the most time scrolling, tweeting, and posting?
According to a study by the University of California, Irvine, they found that people across the world check their phones an average of 150 times per day, resulting in a significant loss of productivity. With over five billion people globally using social media, the average internet user spends about 2.5 hours daily on social platforms.
Nigeria ranks third in Africa in social media usage while Kenya and South Africa stand out globally, leading in social media usage hours per person.
According to a report by Visual Capitalist, here are the top five African countries where people are spending the most time on social media daily.
5 African countries with highest social media usage
1.Kenya – 3 Hours 43 Minutes
Kenya claims the crown with an impressive daily average of 3 hours and 43 minutes spent on social media. This high engagement comes as no surprise, given the country’s youthful, tech-savvy population and increasing smartphone usage. From heated political debates on Twitter to entrepreneurial marketing on Instagram, Kenyans have carved out a dynamic digital culture that serves as both a social lifeline and a business hub. With internet access expanding, social media is more than just a pastime, it is an essential tool for commerce, networking, and advocacy.
2. South Africa – 3 Hours 37 Minutes
Not far behind is South Africa, where people spend about 3 hours and 37 minutes daily on social media. Known for its vibrant mix of creators and influencers, South Africa’s social platforms are buzzing with content, from entertainment to business insights. Brands here know that if they want to reach the ever-connected younger audience, social media is the answer. The country’s digital space is not just for fun but a stage for social change, activism, and business expansion, making it an all-in-one platform for its citizens.
3. Nigeria – 3 Hours 23 Minutes
Nigeria, Africa’s most populous nation, comes in at number three with an average of 3 hours and 23 minutes of daily social media use. Nigerians are not just users; they are power users. Social media is woven into the fabric of daily life, from WhatsApp family groups to trending Twitter conversations about national policies. With a growing wave of young entrepreneurs tapping into platforms like Instagram and TikTok to showcase their businesses, social media doubles as a marketplace and a megaphone for advocacy, amplifying voices across the nation.
4. Ghana – 2 Hours 43 Minutes
Ghanians spend around 2 hours and 43 minutes each day on social media, showing that the platform is both a social and business essential. From Facebook posts to Twitter threads, social media in Ghana is a go-to for entertainment and current affairs. It is also a key tool for civic engagement, as Ghanians use these platforms to stay informed, share opinions, and engage in public discourse. The influence of social media in Ghana has grown, marking its place as a vital connector in daily life.
5. Egypt – 2 Hours 41 Minutes
Closing out the top five is Egypt, where people spend an average of 2 hours and 41 minutes daily on social media. Platforms like Facebook and WhatsApp dominate, offering Egyptians a space to connect, debate, and stay updated on everything from local news to global trends. Social media’s role in Egypt is not new, its impact on recent historical events is still remembered today. Today, more young Egyptians are creating content that speaks to both local and regional audiences, expanding their influence in the digital space.
Africa’s digital landscape is buzzing with activity as millions turn to social media for connection, business, and activism. From Kenya’s top spot to Egypt rounding out the list, each country showcases unique trends and reasons behind their social media habits.
Nigeria’s internet usage declines amid subscriber base challenges and NIN-SIM policy impact
Meanwhile, TheRadar previously reported that Nigeria’s internet consumption dropped from 694,804.54 terabytes (TB) in February 2024 to 850,249.09 TB in September 2024, the first decline in seven months.
According to the industry statistics report by the Nigerian Communications Commission (NCC), the September decline is 0.82 percent lower than the 853,954.05 terabytes recorded in August while there is an increased adoption of 5G technology and interest in high-speed technology and connectivity.
