Nigeria has secured its position as one of the world’s most active social media markets, ranking fifth globally in daily social media usage. The latest comprehensive data released by Cable.co.uk and We Are Social in 2024 highlights the growing digital footprint of African nations in the global social media landscape.
Nigerian users dedicate an impressive average of 3 hours and 23 minutes daily to social media platforms, showcasing the country’s deep integration with digital communication channels. This positions Africa’s most populous nation among an elite group of highly connected countries, predominantly featuring emerging markets.
The findings, shared by World of Statistics on X, paint a fascinating picture of global social media consumption patterns, with African nations displaying remarkable engagement levels. Kenya leads the global rankings, with its citizens spending an average of 3 hours and 43 minutes daily on social media platforms. This is followed by South Africa, which claims the second position with users averaging 3 hours and 37 minutes per day.
The study reveals an interesting geographical distribution of high social media usage, with Latin American countries also featuring prominently in the rankings. Brazil secures the third position with 3 hours and 34 minutes, while the Philippines rounds out the top four with 3 hours and 33 minutes of daily social media engagement.
This trend of substantial social media usage in developing nations continues throughout the top ten, with Colombia (3 hours and 22 minutes), Chile (3 hours and 11 minutes), and Indonesia (3 hours and 11 minutes) all demonstrating significant digital engagement. Saudi Arabia and Argentina complete the top ten, with their citizens spending 3 hours and 10 minutes and 3 hours and 8 minutes respectively on social media platforms.
The data presents a compelling narrative about the evolving nature of digital communication in emerging markets. Nigeria’s high ranking reflects the country’s growing digital sophistication and the increasing importance of social media platforms in daily life. This significant social media engagement can be attributed to various factors, including a young, tech-savvy population, increasing smartphone penetration, and improving internet infrastructure.
The findings also highlight a notable trend: emerging markets, particularly in Africa, Latin America, and Southeast Asia, demonstrate substantially higher social media engagement compared to many developed nations. This pattern suggests that social media platforms have become integral to communication, information sharing, and social interaction in these regions, possibly filling gaps in traditional media and communication infrastructure.
For Nigeria, this high level of social media engagement presents both opportunities and challenges. While it indicates a digitally connected population ready to participate in the global digital economy, it also raises questions about productivity, digital literacy, and the need for balanced online engagement.
The study provides valuable insights for businesses, policymakers, and digital strategists. For businesses, it underscores the importance of maintaining a strong social media presence in the Nigerian market. For policymakers, it highlights the need for robust digital infrastructure and policies that promote healthy online engagement while protecting users.
Mexico’s presence in the extended rankings with 3 hours and 4 minutes of daily usage, followed by Malaysia (2 hours and 48 minutes) and Ghana (2 hours and 43 minutes), demonstrates the global nature of this trend. European nations like Bulgaria, Portugal, Romania, and Italy appear later in the rankings with comparatively lower usage times, suggesting different patterns of digital engagement in developed markets.
As social media continues to evolve and shape global communication patterns, Nigeria’s position among the world’s top social media users reflects its growing role in the digital age. This high level of engagement presents opportunities for digital innovation, economic growth, and social development, while also calling for thoughtful consideration of how to harness this digital engagement for positive societal impact.
