When it comes to the amount of time spent on social media, Nigeria and its close rival, Ghana are beating the rest of the world. The Philippines, Nigeria, Ghana and China are 1-2-3-4. This will be an important consideration when planning marketing and public relations campaigns.
Emerging markets continue to spend the most time on social networks during a typical day. This could be driven by these markets generally having younger populations, with the 16 to 24-year-old segment driving growth globally.
The Philippines spent the most time connected to social networks, devoting almost four hours a day to the digital social sphere. Nigerians typically spent almost three and a three quarters of an hour a day on social media sites, while Indians and Chinese clocked around 2.5 hours and 2 hours, respectively, per day. .In comparison, the daily time spent with social media in the U.S. was just two hours and three minutes.
Social media and public relations in the new world
As of 2022, the average daily social media usage of internet users worldwide amounted to 147 minutes per day, up from 145 minutes in the previous year.
Some of the more developed markets have shown signs of plateauing which could be driven by aging populations in these countries. During a typical day in Japan, people spend only three quarters of an hour staying connected on social networks. Germany posts only slightly higher numbers, with users going on social media for one hour and twenty minutes every day, while the UK and the U.S. both spent closer to two hours per day engaging with social medics.
Asia and Africa are two of the world’s fastest-growing regions for internet and mobile usage, and with that comes a huge appetite for technological adoption, foreign investment and digital innovation. Brands and companies are recognizing this opportunity and demonstrating a strong sense of urgency to integrate digital and social media into their business.
Other heavy users of the internet are Brazil, Thailand, Indonesia, Argentina, Mexico, Thailand, Ghana and Egypt where the citizens are online an average of over nine hours every day.