Social Media Usage Soars as 5 Billion Users Spend Nearly Two and a Half Hours Daily on Platforms

Digital World Continues to Transform

According to the latest annual report by We Are Social and Meltwater, the digital landscape is witnessing an unprecedented transformation. There are now over 5 billion active users on social media، representing 62.3% of the global population. This comprehensive report covers a wide range of topics including latest data and trends in digital, social media, gaming, connected devices, mobile, and online e-commerce worldwide.

Average Daily Social Media Usage Time Increases

The typical social media user now spends 2 hours and 23 minutes per day on these platforms, which is an increase from last year’s usage time. Additionally, users engage with nearly seven different platforms each month. Internet habits have evidently shifted with users spending less time watching TV content, decreasing by 17 minutes (8.2%) compared to last year.

TikTok Emerges as the Most Time-Consuming Platform for Android Users

Out of all platforms, TikTok consumes the most time as Android users spend an average of 34 hours per month or approximately one hour daily using the platform. The average time spent on TikTok has increased by 3 hours and 46 minutes per user per month while the average time spent on Instagram surged by over four hours compared to last year.

  • 16.5% of internet users aged between 16 and 64 declared TikTok as their preferred platform.
  • TikTok displaces WhatsApp, last year’s favorite ، now in second place with a 16.1% share.

Facebook Records Growth in Advertising Reach

In the past 12 months, Facebook has achieved a significant increase in its global advertising reach, with a growth rate of 10.5% year-on-year. This represents an additional 200 million users.

Other Digital Trends Observed in the Report:

  • There are 20.6% internet users worldwide who listen to podcasts every week.
  • Over 83% of people aged between 18 and 64 play video games worldwide.
  • Digital advertising spending increased by 10% compared to last year, reaching almost $720 billion in 2023.
  • Social media advertising spending saw a 9.3% increase, amounting to $207 billion.
  • Investments in influencer activities grew by 17%.

#FYP: The Most Popular Hashtag on TikTok

The Digital 2024 report also includes an analysis of TikTok hashtags. Based on this scrutiny, content tagged with #fyp (For Your Page) gathered a total of 55½ trillion views, making it the most popular hashtag on the platform.

Generative AI Market Doubles in Three Years

Beyond social media trends, it is noteworthy that the generative AI market has doubled in three years and is estimated to be worth around $100 billion worldwide by 2026.

Social Media Marketing Industry: Upcoming Themes and Trends

As social media usage grows exponentially, marketers must keep track of upcoming themes and trends that will shape the social media marketing industry this year. With the ever-changing landscape of digital platforms, having up-to-date and accurate information is crucial for businesses to stay ahead.

This annual report by We Are Social and Meltwater offers a comprehensive insight into the latest data and trends shaping the digital world. The rapid increase in social media usage and the emergence of new platforms like TikTok demonstrate how quickly the landscape can change. Businesses need to adapt accordingly and leverage these insights to their advantage, whether it’s through advertising or engaging influencers in their marketing strategies.

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