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Kenya Ranked World’s Most Active Social Media Country, Beats US and China – 2025 Report

Kenya has been named the world’s most active social media nation, with users spending an average of 5 hours and 10 minutes daily on various platforms, according to a comprehensive new study by Players Time released last week.

The report places Kenya ahead of major economies including the United States and China, cementing the East African nation’s position as a global leader in digital engagement and online activity.

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Philippines, Brazil Follow Kenya in Daily Usage

The Philippines secured second place in the global rankings, with users averaging 4 hours and 50 minutes of daily social media consumption. Brazil and Nigeria shared third position, each recording 4 hours and 9 minutes of average daily usage, while South Africa rounded out the top five at 4 hours and 2 minutes per day.

The findings reveal a stark contrast between developing and developed nations’ social media habits. The United States, despite hosting major platforms including Facebook, Instagram, and WhatsApp, ranked near the middle with 2 hours and 52 minutes of daily usage.

China demonstrated significantly lower engagement at 1 hour and 53 minutes daily, while Japan recorded the lowest usage among surveyed countries at just 1 hour and 6 minutes per day.

Facebook Dominates with 3 Billion Monthly Users

The study identified Facebook as the world’s most popular social media platform, boasting 3.07 billion monthly active users. Instagram and WhatsApp followed closely, each recording 3 billion monthly users.

YouTube and TikTok emerged as the next tier of major platforms, attracting 2.58 billion and 1.99 billion monthly users respectively, with younger demographics comprising the majority of their user bases.

Messaging-focused platforms Telegram and Snapchat each surpassed 900 million monthly users, while Pinterest, X (formerly Twitter), Threads, LinkedIn, and IMO registered fewer than 600 million users monthly.

TikTok Leads in Daily Engagement Despite Smaller User Base

While Facebook claims the largest overall audience, TikTok emerged as the most engaging platform measured by time spent. The Chinese-owned short-form video app recorded the highest average daily usage at 97 minutes, particularly resonating with younger generations.

YouTube followed with 85 minutes of average daily engagement, while Instagram and Facebook users spent 73 minutes and 67 minutes respectively on their platforms each day.

Gender Dynamics Reveal Platform Preferences

The report uncovered significant gender disparities across social media platforms, with men representing 54.4% of global users. Male users showed stronger preference for gaming and discussion-oriented platforms including Discord, X, and Reddit.

Female users demonstrated higher engagement with visually-driven platforms, particularly Pinterest, where they comprise the majority of the user base.

Several platforms achieved near-gender parity, including Snapchat (49% male, 51% female) and both Instagram and Telegram (51% male, 49% female), suggesting more balanced appeal across demographics.

Implications for Digital Economy and Marketing

Kenya’s top ranking in social media usage highlights the country’s growing digital economy and its population’s embrace of online connectivity. The findings have significant implications for digital marketing strategies, content creation, and platform development across different regions.

The study underscores how social media consumption patterns vary dramatically across global markets, with developing nations often showing higher engagement levels than their developed counterparts, despite differences in infrastructure and economic development.

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