Curious about the current state of social media around the world? Well, I’ve brought you a comprehensive look at social media in April 2023, on a global scale.
This will be Part I of my comprehensive analysis of social media. Below, you’ll find all the highlights:
- 4.8 billion social media users in the world
- +45 million new social media users on a quarter-on-quarter basis
- +150 million new social media users on a year-on-year basis
- 2 hours and 24 minutes is the average daily time spent on social media
- 6.6 is the average number of social media platforms used per month
- 59.9% is the percentage of social media users from the world’s total population
- 78% is the percentage of social media users from the population aged 18+
- 46.5% is the percentage of female social media users from all users
- 53.5% is the percentage of male social media users from all users
- The U.A.E. is the country with the highest share of social media users vs. its total population (94.7%)
- Nigeria is the country with the lowest share of social media users vs. its total population (15.1%)
- In April 2023, Eastern Asia had the most social media users active during that month (29.6%) and Oceania has the fewest users active (0.7%)
- In Q4 2022, social media users spent an average of 2 hours and 24 minutes per day on social media
- In April 2023, Nigeria spent the most time on social media per day (3 hours and 58 minutes) and Japan spent the least (50 minutes)
- Women aged 16-24 spent the most time on social media daily in April 2023 (3 hours and 5 minutes)
- In Q4 2022, social media users spent 36.5% of their total internet time on social media
- In April 2023, Indonesia spent the most time on social media out of the total internet usage in that country (43.8%) and Japan spent the least (21.6%)
- Women aged 16-24 spent the most time on social media out of their total internet usage in April 2023 (40%)
- 48.2% of all global social media users said they use social media to keep in touch with friends and family
- The older a social media user is, the more interested they become in maintaining contact with friends and family on social media
- The older a social media user is, the more interested they become in reading news stories on social media
- The older a social media user is, the more likely they are to try and find like-minded people on social media
- Usually, the younger a social media user is, the more interested they are in influencers, live streams, and products to buy
- On average, older social media users narrow down their interests significantly in social media
- Facebook was the most popular social media platform in April 2023 with 2.963 billion users
- Brazil is the country with the most used social media platforms per month at 6.6
Below, I’ll go into more detail on various aspects of social media. But before that, here are the main sections I’ll be showing you:
I. Social Media Use Over Time
II. Social Media Use Vs. Population per Region
III. Social Media Use Vs. Population per Country
IV. Share of Active Global Social Media Users VS. Total Number of Social Media Users per Region
V. Daily Time Spent Using Social Media per Quarter
VI. Daily Time Spent Using Social Media per Country
VII. Daily Time Spent Using Social Media per User Age & Gender
VIII. Social Media Usage Vs. Total Internet Usage Q4 2020 – Q4 2022
IX. Social Media Usage Vs. Total Internet Usage per Country
X. Social Media Usage vs. Total Internet Usage per User Age & Gender
XI. Main Reasons for Using Social Media
XII. Main Reasons for Using Social Media by User Age
XIII. Most Used Social Media Platforms Globally
XIV. Average Number of Social Media Platforms Used per Country
Let’s get started, shall we?
Section I: Social Media Use Over Time
This section will look at the increase in quarterly global social media users between April 2021 to April 2023, so a 2-year period.
Here’s the chart:
|Period||% Increase||Total Users|
|April 2021||4.328 billion|
|July 2021||+3.4% from the last period||4.475 billion|
|October 2021||+1.6% from the last period||4.546 billion|
|January 2022||+1.7% frm the last period||4.623 billion|
|April 2022||+0.7% from the last period||4.655 billion|
|July 2022||+1% from the last period||4.702 billion|
|October 2022||+0.7% from the last period||4.736 billion|
|January 2023||+0.5% from the last period||4.760 billion|
|April 2023||+0.9% from the last period||4.805 billion|
It seems that, on average, there’s a 1-1.5% increase in social media users per quarter worldwide. In total, there were 4.805 billion social media users in the world in April 2023, a 0.9% increase from January 2023.
If anything, social media is becoming more and more popular over time but that’s not surprising. Let’s go through the next sections and see if anything new comes up!
Section II: Social Media Use Vs. Population per Region
Let’s look at the global social media usage per world region as of April 2023. This will show us the percentage of that region’s population that is using social media.
Here’s the data:
|Location||Share of Population Using Social Media Users|
The global average is at 59.9%, so more than half of the global population is connected to social media, at this point.
Slowly but steadily, social media usage is growing in even the poorest regions of the world like Eastern and Middle Africa.
Northern and Western Europe are the regions with the highest concentration of social media users, at 83.5% and 83.3% respectively. Europe, it seems, is a step forward compared to the Americas, when it comes to social media adoption.
But let’s see a more detailed analysis of social media usage vs. population per country. Up next!
Section III: Social Media Use Vs. Population per Country
This section will offer a more in-depth look at the share of social media users vs. the population per individual country.
|Country||Share of Social Media Users vs. Population|
When looking at the data per country, we can see that African countries have the least share of social media users vs. their total population. Just as expected.
At the top of the chart is the United Arab Emirates, with a 94.7% total share of social media users vs. its entire population.
The U.A.E. has a special position on this list because there are many expatriates living there, and many statistics show the number of social media users above 100%.
That’s because those statistics also include expats as part of the population which this study doesn’t, thankfully.
Next, I’ll show you the share of social media users who were active in April 2023 per world region. Keep reading!
Section IV: Share of Active Global Social Media Users VS. Total Number of Social Media Users per Region
This statistic will show you how many of the total social media users in a region were active during April 2023.
See the data below:
|Location||Share of Active Social Media Users vs. Total Social Media Users|
Alright, these are very interesting results. Based on this data, most of the world’s social media users have been inactive during April 2023, across all regions.
Except for Asia:
- Southern Asia – 16.3%
- Eastern Asia – 29.6%
- South-Eastern Asia – 19.4%
These figures are impressive considering that the rest of the world’s regions revolved around 0.5%-7.2% of total active social media users.
The next in line is Southern America with 7.2% active social media users in April 2023. That’s around 4 times fewer active users compared to Eastern Asia during the same period.
Asian countries are heavily into social media and internet use, as there are even studies that showcase this. It’s not a surprise to see these results.
Let’s move on to the next sections!
Section V: Daily Time Spent Using Social Media per Quarter
In this section, I’ll be looking at how much time social media users spent daily on social media platforms globally.
The data I found ranges from Q4 2020 to Q4 2022 and it shows increases and decreases in daily usage from quarter to quarter.
|Period||Daily Usage||% Increase/Decrease|
|Q4 2020||2 hours and 22 minutes|
|Q1 2021||2 hours and 24 minutes||+1.4% from last quarter|
|Q2 2021||2 hours and 27 minutes||+2.1% from last quarter|
|Q3 2021||2 hours and 28 minutes||+0.7% from last quarter|
|Q4 2021||2 hours and 29 minutes||+0.7% from last quarter|
|Q1 2022||2 hours and 29 minutes||0% from last quarter|
|Q2 2022||2 hours and 28 minutes||-0.7%% from last quarter|
|Q3 2022||2 hours and 31 minutes||+2% from last quarter|
|Q4 2022||2 hours and 24 minutes||-4.6% from last quarter|
Starting in Q4 2020 and ending in Q2 2022, the daily social media usage seems to have increased gradually, from 2 hours and 22 minutes to 2 hours and 29 minutes.
Then, in Q2 2022, there was a 0.7% decrease equal to 1 minute of use per day. In Q3 2022, the usage increased by 3 minutes, and then it decreased by 7 minutes in Q4 2022.
All in all, social media usage was still up by 2 minutes in Q4 2022 compared to the same period in 2020.
The large decrease in social media use in Q4 2022 likely coincides with the lessening of Covid-19 pandemic restrictions and people going back to work.
Still, it seems the pandemic left its mark on the world, as social media use is still up by 2 minutes.
Section VI: Daily Time Spent Using Social Media per Country in April 2023
It’s time to look at the average daily usage of social media per country and see how the world is faring. This data is up-to-date from April 2023.
|Country||Daily Time Spent on Social Media|
|Worldwide||2 hours and 24 minutes|
|Nigeria||3 hours and 58 minutes|
|Ghana||3 hours and 55 minutes|
|Brazil||3 hours and 44 minutes|
|Philippines||3 hours and 36 minutes|
|Kenya||3 hours and 35 minutes|
|South Africa||3 hours and 28 minutes|
|Chile||3 hours and 26 minutes|
|Colombia||3 hours and 23 minutes|
|Indonesia||3 hours and 16 minutes|
|Argentina||3 hours and 11 minutes|
|Mexico||3 hours and 11 minutes|
|U.A.E.||2 hours and 59 minutes|
|Saudi Arabia||2 hours and 50 minutes|
|Turkey||2 hours and 49 minutes|
|Malaysia||2 hours and 46 minutes|
|Morocco||2 hours and 42 minutes|
|Egypt||2 hours and 38 minutes|
|India||2 hours and 33 minutes|
|Thailand||2 hours and 32 minutes|
|Portugal||2 hours and 26 minutes|
|Romania||2 hours and 19 minutes|
|Vietnam||2 hours and 18 minutes|
|Israel||2 hours and 17 minutes|
|New Zealand||2 hours and 17 minutes|
|Russia||2 hours and 16 minutes|
|U.S.A.||2 hours and 15 minutes|
|Singapore||2 hours and 10 minutes|
|Norway||2 hours and 1 minute|
|China||1 hour and 56 minutes|
|Australia||1 hour and 55 minutes|
|Canada||1 hour and 55 minutes|
|Sweden||1 hour and 55 minutes|
|Taiwan||1 hour and 53 minutes|
|Spain||1 hour and 52 minutes|
|Denmark||1 hour and 51 minutes|
|Poland||1 hour and 51 minutes|
|Hong Kong||1 hour and 50 minutes|
|Ireland||1 hour and 50 minutes|
|Greece||1 hour and 49 minutes|
|U.K.||1 hour and 48 minutes|
|France||1 hour and 46 minutes|
|Czechia||1 hour and 45 minutes|
|Italy||1 hour and 45 minutes|
|Belgium||1 hour and 40 minutes|
|Netherlands||1 hour and 37 minutes|
|Germany||1 hour and 36 minutes|
|Switzerland||1 hour and 32 minutes|
|Austria||1 hour and 31 minutes|
|South Korea||1 hour and 6 minutes|
A very interesting observation is that the chart for daily time spent using social media is almost entirely inversed compared to the one showing the share of the population using social media.
In that one, African countries were at the very bottom with a very low percentage of the population using social media.
However, in this chart, those same countries are at the top with the highest daily time spent on social media. This says a lot about the way people spend their time in those countries.
At the bottom of the chart is Japan, which apparently spends the least amount of daily time on social media – only 50 minutes.
Section VII: Daily Time Spent Using Social Media per Age & Gender
Let’s see how people spend time on social media based on their age and gender. This data looks at the average amount of time spent on social media by all internet users aged 16-64 daily.
Here’s the chart:
|16-24||2 hours and 36 minutes||3 hours and 5 minutes|
|25-34||2 hours and 34 minutes||2 hours and 49 minutes|
|34-44||2 hours and 16 minutes||2 hours and 28 minutes|
|45-54||1 hour and 55 minutes||2 hours and 2 minutes|
|55-64||1 hour and 29 minutes||1 hour and 40 minutes|
It seems that women of all ages spend more time on social media compared to men, and there’s a downtrend based on age.
The older the person, the less time they’ll spend on social media daily. That makes sense since the older you are, the more your priorities and interests change, and social media might not be as attractive anymore.
Still, even in the 55-64 age range, people spend at least an hour and a half on social media per day, so we can easily say that social media is embedded in our lives.
Section VIII: Social Media Usage Vs. Total Internet Usage per Quarter
Next, I’ll show you the percentage of time spent on social media out of the total time spent while using the internet. First, we’ll look at the quarterly stats:
|Period||Daily Usage||% Increase/Decrease|
|Q1 2021||34.7%||+1.7% from last quarter|
|Q2 2021||35.3%||+1.6% from last quarter|
|Q3 2021||35.5%||+0.7% from last quarter|
|Q4 2021||36.1%||+1.7% from last quarter|
|Q1 2022||36.4%||+1% from last quarter|
|Q2 2022||37.3%||+2.3%% from last quarter|
|Q3 2022||38%||+2% from last quarter|
|Q4 2022||36.5%||-4.2% from last quarter|
Hmm, so people spend less than half their internet time on social media. Even though their usage has increased from Q4 2020 to Q4 2022, it’s still around 36%, not even 40%.
In Q4 2022, people still used more of their internet time on social media compared to Q4 2022, so two years prior. We observe the same increase as before when we looked at the average social media usage.
Next, I’ll show you the share of social media time from internet time per country, just so we can get a clearer idea of where we stand.
Section IX: Social Media Usage Vs. Total Internet Usage per Country
Which country uses social media the most compared to their use of the internet? Which does so the least? Let’s see the data:
|Country||Daily Time Spent on Social Media|
Globally, it looks like we spend around 36.5% of all our internet time on social media, and the country with the highest share of social media time is Indonesia, followed by Mexico and Brazil.
Japan is, as always, at the very bottom, followed by South Korea, Taiwan, and Austria. They really don’t use social media that much compared to their use of the internet.
To be perfectly honest, I was half expecting some countries to go over 50% in their share of social media use compared to internet use. But we’re still looking good, I see.
Now, let’s have a look at social media use compared to internet usage based on gender.
Section X: Social Media Usage vs. Total Internet Usage per User Age & Gender
Here’s all the data I managed to find:
|Age Range||Male Social Media Usage Share||Female Social Media Usage Share|
It looks like female users are still taking the lead for this one – they’re using more of their internet time on social media compared to men.
The difference is not significant but it’s there. This tells us that women have taken to social media more than men or they find more enjoyment in it.
When it comes to age, I’m seeing a descending usage trend the older the users are, which is what we always see. The smallest decrease in usage is between the 16-24 to 25-34 age bracket.
The largest is between the 45-54 to 55-64 for women, and the 34-44 to 45-54 for men. So there’s a difference in that regard too – men get tired of social media or they stop using it much earlier than women.
Section XI: Main Reasons for Using Social Media
Social media users are very diverse in their motivations for using social media. Below, I’ll show you the most common reasons as of April 2023:
|Reason for Using Social Media||% Of Users|
|Keeping in touch with friends and family||48.2%|
|Filling spare time||36.8%|
|Readings news stories||34.5%|
|Seeing what’s being talked about||27.6%|
|Finding inspiration for things to do and buy||25.5%|
|Finding products to purchase||25.3%|
|Watching live streams||22.8%|
|Sharing and discussing opinions with others||22.6%|
|Making new contacts||22.2%|
|Watching or following sports||21.9%|
|Seeing content from your favorite brands||21.5%|
|Work-related networking or research||21%|
|Finding like-minded communities and interest groups||19.9%|
|Following celebrities or influencers||19.6%|
As of April 2023, 48.2% of all social media users in the world are using social media to keep in touch with friends and family. This statistic increased since the last time I’ve seen it.
The second most-voted reason is to fill up my spare time, which is almost what I expected. The other reasons are pretty common, so nothing too interesting.
It’s ironic that the “Making new contacts” reason is only at 22.2%. People aren’t really using social media to meet new people. They already have their friends and family there which they talk to.
But how about the same statistic but this time, based on age? This should be more interesting. Keep reading!
Section XII: Main Reasons for Using Social Media per Age
People of different ages have different interests in using social media, and the data I found will show us exactly what those reasons are:
|Reason||16-24 Years Old||25-34 Years Old||35-44 Years Old||45-54 Years Old||55-64 Years Old|
|Friends & Family||46.5%||46.5%||48%||50.8%||52.3%|
|Filling Up Spare Time||41.8%||38.2%||35.5%||33.3%||29.8%|
|Seeing Trending Topics||31%||29.8%||27.4%||24.6%||19.4%|
|Reading News Stories||30.1%||34.4%||36.5%||36.9%||36.8%|
|Ideas About Things to Do & Buy||27.7%||27.2%||25.5%||23.4%||19.5%|
|Following Influencers & Celebrities||24.5%||Does Not Apply||Does Not Apply||Does Not Apply||Does Not Apply|
|Finding Products to Buy||23.9%||26.7%||26.5%||25.1%||22.6%|
|Making New Contacts||23.8%||Does Not Apply||Does Not Apply||20.2%||16.9%|
|Watching Live Streams||23.8%||25.5%||23.2%||Does Not Apply||Does Not Apply|
|Activities for Work||Does Not Apply||Does Not Apply||23.1%||20.7%||Does Not Apply|
|Seeing Content from Brands||Does Not Apply||24%||Does Not Apply||Does Not Apply||Does Not Apply|
|Sharring & Discussing Opinions||Does Not Apply||Does Not Apply||23%||22.7%||20.3%|
|Finding Like-Minded People||Does Not Apply||Does Not Apply||Does Not Apply||Does Not Apply||17.9%|
|Watching Sports||Does Not Apply||23.9%||Does Not Apply||Does Not Apply||Does Not Apply|
Here are a few conclusions I can draw from this chart:
- The older a user is, the more interested they become in maintaining contact with friends and family on social media
- The older a user is, the more interested they become in reading news stories on social media
- The older a user is, the more likely they are to try and find like-minded people on social media
- Usually, the younger a user is, the more interested they are in influencers, live streams, and products to buy
- On average, older users narrow down their interests significantly on social media
Things like finding stuff to buy or watching live streams, following influencers or seeing trending topics become less important the older we get, apparently.
Section XIII: Most Used Social Media Platforms In the World
Let’s take a look at the most popular social media platforms in the world as of April 2023 and how many users they have:
|Social Media Platform||Number of Users|
|2.963 billion users|
|YouTube||2.527 billion users|
|2 billion users|
|2 billion users|
|1.313 billion users|
|TikTok||1.092 billion users|
|Facebook Messenger||1.036 billion users|
|Snapchat||750 million users|
|Douyin||730 million users|
|Telegram||700 million users|
|Kuaishou||640 million users|
|Sina Weibo||586 million users|
|572 million users|
|450 million users|
As always, Facebook is running the pack with almost 3 billion monthly active users in April 2023. Next in line is YouTube with 2.527 billion monthly active users. There’s still a long way before YouTuber overtakes Facebook if that will even happen.
We’re also seeing WhatsApp and Instagram finally hitting 2 billion monthly active users after what seemed like an eternity.
TikTok is nearing 1.1 billion monthly active users and will likely pass that number pretty soon. And Pinterest is lagging at the back of the pack with 450 million active users.
Let’s move to the next section!
Section XIV: Average Number of Social Media Platforms Used per Country
How many social media platforms do people use simultaneously? Let’s look at the data per country:
|Country||Average Number of Social Media Platforms Used|
The worldwide average number of social media platforms used per country per month is 6.6, while Brazil is at 8.1, followed by Indonesia at 8.
That’s a lot of social media platforms if you ask me. But I guess they add up once you start looking at the data.
Japan is at the very bottom, yet again, with only 3.6 social media platforms used per month by its users. At this point, it’s far from a surprise and something to be expected.
Alright, this will be the end of Part I of this comprehensive analysis of social media in 2023. Stay tuned for Part II!
- Data Reportal – Digital 2023 April Global Statshot Report