As of January 2024, Nigeria ranked 5th globally for average time spent on social media daily

Nigeria ranks 5th globally in average daily social media usage, with users spending about 3 hours and 23 minutes each day on social media. This places the country among the world's most active social media users. Kenya and South Africa also feature prominently, ranking 1st and 2nd globally, with 3 hours and 43 minutes and 3 hours and 37 minutes, respectively. For those interested in in-depth analysis or professional content support on topics like these, consider working with the bester Ghostwriter, who can assist in creating well-researched and impactful content. This highlights Africa's significant presence among the world's most active social media users. This highlights Africa's significant presence among the world's most active social media users.

Note: This is based on users aged 16-64 from 233 countries and territories.

Source:

We Are Social

Period:

2024
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Nearly half of all global active Facebook users, 47.7%, are located in Asia
  • Asia holds nearly half (47.7%) of Facebook’s global users, with over 1.1 billion people actively using the platform.
  • America is second with 611.8M users, comprising 26.8% of the total user base.
  • Africa’s 291.1M users (12.7%) place it slightly ahead of Europe in Facebook engagement.
  • Europe contributes 11.8%, with 269M active users.
  • Oceania remains the smallest market, with just 23.6M users (1.0%).
Asia has 2.2 times more Messenger users than America, taking the lead with 471.8M users
  • Asia leads the world in Messenger usage with 471.8M users, representing 49.9% of the global total.
  • Asia has 2.2 times more users than the Americas, which is the next largest region.
  • The Americas account for 210.7M users, or 22.3% of the global audience.
  • Europe contributes 154.3M users, making up 16.3% of all Messenger users worldwide.
  • Africa stands at 104.6M users, showing growth potential and already accounting for 11.1% of global usage.
  • Oceania has the smallest user base at just 4.8M users, contributing 0.5%.
TikTok closely rivals Facebook in Nigeria, with TikTok's 37.40M users representing 15.8% of the national population
  • Facebook has the highest number of users in Nigeria at 38.7 million, reaching 16.4% of the population.
  • TikTok follows closely with 37.4 million users, accounting for 15.8% of Nigerians.
  • YouTube attracts 27 million users, showing its continued relevance for content consumption.
  • Snapchat boasts 19.6 million users, with 8.3% penetration across the country.
  • LinkedIn is used by 11 million Nigerians, reflecting rising interest in professional networking.
  • Instagram has 9.9 million users, slightly below LinkedIn in total reach.
  • X (formerly Twitter) has 7.57 million users, capturing 3.2% of the population.
  • Messenger is the least used among the listed platforms, with 5.65 million users in Nigeria.
Combined, America and Asia represent 71.9% of LinkedIn's active user base, totalling 862.6 million
  • America leads globally on LinkedIn, with 465.6M users making up 38.8% of the user base.
  • Asia follows, contributing 397M users, or 33.1% of the global total.
  • Together, Asia and America make up 71.9% of all LinkedIn users, totalling over 862M.
  • Europe holds a solid 19.5% share, with 233.8M users.
  • Africa’s 83M users represent a smaller but growing 6.9% share of global users.
  • Oceania has the smallest share, at 1.8%, with only 21.5M users.
  • The distribution reveals that LinkedIn’s core strength lies in regions where digital employment and professional networks are deeply integrated into economic and career activity.
The number of Instagram users in Asia (888.3M) is more than the total number of users in other continents combined (855.1M)
  • Asia alone holds over half of Instagram’s global users (51%), more than all other continents combined.
  • America is the second-largest region with a 28.8% share (501.4M users).
  • Europe accounts for 14.1% of Instagram’s audience, showing a modest footprint.
  • Africa, with 91.3M users (5.2%), still has plenty of headroom for expansion.
  • Oceania holds just 1% of the global user base, with 17.5M active users.
  • The user gap between Asia and other continents points to a major opportunity for brands looking to scale in Asian markets.
The active Facebook users in Asia total 1.1B, which is 13.8% of the global population and 22.9% of Asia's population
  • Southern Asia alone hosts 520 million active Facebook users, making up 22.8% of global users.
  • South-Eastern Asia follows with 398 million users, equivalent to 17.4% of Facebook's global audience.
  • Nigeria has 38.7 million Facebook users, placing it among the highest in Africa but contributing only 1.3% globally.
  • Southern America and Northern America have 257 million and 221 million users respectively.
  • Western and Northern Africa combined have nearly 185 million users.
  • Central Asia and the Caribbean have the fewest Facebook users globally, with just 6.4 million and 13.8 million users, respectively.
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