Time spent on social media

Average Time Spent Daily On Social Media

In 2022, social media is one of the best ways for people to connect with one another.

It not only allows people to stay in touch across continents and time zones but also with friends who live just a few houses down. We’re connected today in ways previous generations couldn’t even have dreamed about.

Average Minutes Per Day on Social Media
But with that constant connection comes this question: How much time do people spend on social media each day? Is it too much? Should we be embracing our increasingly connected lives, or making an effort to cut back on screen time? The answer to that question is up to each person to make for themselves, but first, they need to know the numbers.

Read on to see how much time people actually spend on social media in 2020.

Why Social Media Statistics Matter

Like it or not, social media is a huge part of people’s live now, and that doesn’t seem to be about to change any time soon.

Every day, the number of social media users increases. Every second, 11 people use social media for the first time. In 2017, less than 2.5 billion people were on social media worldwide.

Today, in 2021, some 3.8 billion people use social media, which is more than half the world’s population.

As we consider the role social media plays in our lives today and into the future, we’ll have to decide whether we want to continue to allow this technology to take up as much of our time as it does today, or if it’s time to pump the breaks on the constant mobile connectedness.

Average Daily Time Spent on Social Media Around The World

On average, we spend 144 minutes, or two hours and twenty-four minutes, on social media but this number is just that – an average. In some places in the world, people spend far more time on social media, and in others they spend far less.

Studying this helps us get a better understanding of how impactful social media is in the lives of people in some societies versus others.

By continent, here’s a breakdown:

  • North America: 2 hrs 6 min
  • South America: 3 hrs 24 min
  • Africa: 3 hrs 10 min
  • Europe: 1 hr 15 min
  • Asia/Oceania: 2 hrs 16 min

Additionally, the time people spend on social media each day has been growing since 2012. There’s no way to predict the future, but we expect that in 2020 and beyond, the global average will likely rise, especially since the number of internet and social media users around the world continues to grow.

Daily Time Spent on Social Networking

Time Spent on Social Media in a Lifetime

In 2021, the World Health Organization estimates the average global lifespan is 72 years, and if we assume that many people now start using social media as young as 10 years old, that means the average person will spend a total of 3,462,390 minutes using social media over their whole lifetime.

In other words, that’s nearly 6 years and 8 months on social media in their lifetime based on the projections for social media use in 2020. Obviously, usage will likely change within the next seven decades, so take that number with a grain of salt. But since the trend over the past few years has been for people to spend more and more time on social media, that means humans are on track to spend a decade or more time on social media in their lifetime.

For comparison, Bureau of Labor Statistics data shows that people spend more time on social media than on some everyday activities.

Average Time Spent in a Lifetime

If we break these numbers down even further, we can get a sense of how much time we are spending on each individual network and how that adds up across our lifetime.

From that data, we can quantify approximately how much time the average person will spend on each individual network throughout their life.

Time Spent on Social in a Lifetime

This is just a projection and doesn’t include every possible social media channel. It’s also assuming that social media channels and usage will stay the same throughout someone’s entire life – unlikely!

But, we do know a lot about each social media channel today and how many people are using it in aggregate and on a daily basis.

Here’s a quick snapshot of 8 most popular social channels today:

Daily Time Spent on Facebook

Daily Time Spent on Facebook

Social media companies don’t generally release information about how much time people spend using them daily, however studies have been done on daily social media use, and Facebook reigns supreme when it comes to time spent within the platform; 58 minutes per day on average, according to a study by SimilarWeb.

Facebook is clearly still the top dog of social networks, despite headlines saying young people are abandoning the 15-year-old platform. The data shows otherwise; in 2019, 59 percent of all Facebook users were between 18 and 34 years old.

Facebook still has 1.4 billion active users every day, who upload 300 million photos and watch 8 billion videos daily.

Average Daily Time on YouTube

Average daily time on YouTube

Close behind Facebook is YouTube, where people watch 5 billion videos daily. YouTube’s 30 million daily active users are nowhere close to Facebook’s 1.4 billion, but YouTube’s big advantage is that its average visitor spends 40 minutes on the site at a time.

Daily Time Spent on Instagram

Daily Time Spent on Instagram

Coming in third for social network popularity is Instagram, which is owned by Facebook. Instagram sees 500 million daily active users, who upload 95 million photos and 250 million stories each day. SimilarWeb found users spent an average of 53 minutes per day on Instagram in 2018.

Average Daily Time on Whatsapp

Average Daily Time on Whatsapp

Whatsapp, also owned by Facebook, sees 320 million daily active users who send 43 billion messages daily on the platform, spending an average of 28 minutes in the app daily. What lands Whatsapp in the #4 spot for social media popularity is the face that it’s adding a million new users every day.

Daily Time Spent on Twitter

Daily Time Spent on Twitter

Twitter has 100 million daily active users who post 140 million tweets daily. Twitter is also adding 460,000 new accounts each day, on top of its current total of 1.3 billion registered users.

Average Daily Time on Snapchat

Average Daily Time on Snapchat

Snapchat has 178 million daily average users who create 3 billion snaps daily. According to SimilarWeb, the average Snapchat user spends 49.5 minutes per day in the app. Snapchat also logs 10 billion daily views of videos posted on its platform. 60 percent of Snapchat’s users are between the ages of 18 and 34, and users under 25 are spending the most time on Snapchat out of all its users. It’s definitely a network that’s popular with the younger set.

Daily Time Spent on LinkedIn

Daily Time Spent on LinkedIn

Though it’s the oldest social media network on the list, LinkedIn’s professional image has kept it’s user base from growing as quickly as some other platforms. Still, its 546 million daily active users are nothing to sneeze at. And LinkedIn is adding more than 5 million new accounts each month, about two every second.

Average Daily Time on Pinterest

Average Daily Time on Pinterest

Pinterest sees 70 million daily active users, including 2 million daily users who actively save pins to their boards, spending an average of 14.2 minutes on the site per visit. More than 100 billion pins have been saved to more than 1 billion boards in Pinterest’s nine years and the network is a powerful driver for traffic to content on other sites.

Social Media Changes in 2020

As 2020 continues to unfold, the social media landscape will only continue to change. Reports show the way upcoming generations use social media is vastly different, so the way people use social media today may not be a great indication of the way they’ll use it in the future.

Hill Holliday’s independent consumer and business insights research group, ORIGIN, released a study last year that looked at the ways Gen Z (people born after 1994) use social networks. Based on their findings, the trend that sees social media use increasing year-after-year may not continue much further into the future.

Stepping away from social media

ORIGIN’s study found that 64 percent of Gen-Zers had taken a break from one or more social networks. 34 percent had completely quit social media.

The majority of Gen-Zers reported they were stepping back from social media because they felt they wasted too much time using it, but negativity in the content, privacy concerns and commercialization were also huge factors.

Why gen z are quitting social media

If Gen Z’s trends continue in future generations, social media may actually play less of a role in people’s lives than it does today. It’s odd to think that mega-platforms like Facebook and Instagram may be hitting their peak, but the data shows that could be the case.

The most important takeaway from any set of social media statistics like these is that the social landscape is changing, constantly and rapidly. In 2020, people spend a lot of their time on social media. That will likely still be the case in 2021 and 2022, and beyond but as we become more and more screen saturated, this trend of spending more and more time on social media might slow down and eventually reverse.

However, no matter how you feel about social media, the numbers show it’s a huge part of our lives, at least for now.

Blog originally seen on Broadband Search

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What Are The Most Important Social Metrics For Twitter?

Social MetricsI hear the debate all the time when looking at social metrics. Of course, I’m referring to the Twitter debate. Is Twitter still a good social platform for business? Should we consider Twitter to be a marketing tool, or is it just for people who have a lot of time on their hands and have a need to jibber-jabber all day long? Think of Twitter as a means to get instant public messages out to your audience, whether it is an audience of friends, colleagues, or potential customers.

Twitter is becoming an increasingly important platform for online communication and, yes, conversation. And where there is a conversation – there is opportunity and money. For example, the latest research shows 61% of customers’ purchasing habits are decided by those companies that deliver custom content. So content and Engagement are critical components of a successful Twitter strategy. But how and what you measure on Twitter concerning social metrics will point you in the right direction for executing a successful strategy.

By measuring how your audience responds to your Twitter presence, you’ll turn what seems like random interactions into an actionable strategy.

Every social media platform has its lexicon when naming features and taking action, and Twitter is no different. You can run month’s worth of reports, but they won’t mean a thing if you don’t have set goals and are trying to measure something you don’t understand.

To help you better navigate your Twitter metrics, here are some of the standard, most basic social metrics you should know about the platform.

  • Direct Messages (DM): These are private messages sent from one Twitter user to another. They can be used for one-on-one conversations or between a group of users. Twitter’s 140-character limit no longer applies to DMs.
  • Likes: This is used to represent a stand-out Tweet. The motivation behind clicking “like” is subjective, but it’s usually positive in sentiment. Likes replaced Favorites in 2015 and use a heart instead of a star icon. According to a Twitter product manager, this change was primarily due to the versatility of the heart. It meant to be a change towards something more universal that can be understood easily by new users.
  • Followers: The number of people that currently subscribed to your updates.
  • Mentions: Refers to a Tweet in which your @username is included.
  • Replies: A response to a Tweet that begins with your @username.
  • Retweets (RT): Occurs when a user shares an existing Tweet published by you (or another Twitter account) with their followers.

Get to Know Your Twitter Activity Dashboard

Social Metrics

There is an activity dashboard available to any Twitter user who has signed up on the platform (or who has access to

Twitter Ads). The data displayed on your dashboard can help you optimize the effectiveness of your Tweets and inform you on what types of content you are creating for both paid and organic Tweets.

This activity dashboard will offer you some potentially valuable information. Here, you’ll see how people engage with your Tweets in real-time, and get a detailed view of the number of retweets, replies, likes, prompted follows, and clicks each of your Tweets receives. You can also get detailed insights into who’s your audience.

Your dashboard is separated into three main areas: Tweets, Audiences, and Events. These are the key metrics you will find here:

  • Home Tab-Your Home screen provides a monthly at-a-glance summary of your Twitter highlights. This includes your:
  • Top Tweet
  • Top mention
  • Top follower
  • Top Media Tweets
  • Tweets published: The number of Tweets you posted during a given period.
  • Tweet Impressions: The number of people who saw your Tweet in their timeline or search results
  • Profile Visits: The number of times your profile is visited as a result of a Tweet.
  • Mentions: The tweets that mention your @username and received the highest number of any reactions or impressions. This does not have to be posted by the user; the user only needs to be tagged or mentioned.
  • New Followers: The number of people who weren’t previously subscribed to your Tweets and now are. If you lost followers, this would be a negative number.
  • Tweets linking to you: The number of Tweets that a user’s Twitter Card(s) gives a summary of a website or video through an image tweeted by the user or others.

Under the tab labeled Tweets – these are the most important metrics to track:

  • Engagement: This is a user’s interaction with your Tweets. It includes mentions, replies, retweets, likes, line clicks, and new followers.
  • Tweet Impressions: This directly relates to the number of followers, mentions, and retweets that a user receives. How many streams a tweet is added to.
  • Engagement Rate: The number of engagements or clicks on the tweet, including likes, retweets, and follows, divided by impressions.

We should point out that this “Tweet” tab focuses solely on Tweets that you’ve created (including replies you’ve sent) and doesn’t include any Tweets that mention you.

Audiences Insights Tab

The more information you have about your audience, the more compelling content you can create. The Audience Insights tab helps you discover valuable information about your followers and the people who’ve engaged with your Tweets. Here you’ll have access to data about:

  • Demographics: Such as gender, language, origin, gender, income, marital status, education, and more.
  • Interests: A real-time interest graph displays what percentage of your audience are interested in specific topics, ranging from technology and entertainment to business and tech news
  • Lifestyle: Identifies the occupation, TV viewing preferences, and political affiliation of your audience.
  • Purchasing behavior: Breaks down your audience’s buying style and the types of consumer goods they favor.
  • Mobile footprint: Informs you about which wireless carrier and device your audience is using.

Twitter Metrics Reports to Run

  1. The Profiles Report

Your Twitter Profiles report will help you see how your audience is interacting with your content. From this report, you can build an engagement strategy that’s relevant to customers and drives performance.

  1. The Twitter Comparison Report

The Twitter Comparison report is a way to gain insight into how your Twitter strategy stacks up against your competitors. Through this report, you receive a breakdown of your engagement, influence, follower growth, and mentions—and then compare that to one of your competitors to see where your strategy can be improved.

  1.  The Twitter Listening Report  

Social MetricsOne of the newest features, the Twitter Listening report, lets you track current and historical keyword usage data across Twitter. In addition, it calculates aggregate Tweet counts for any keyword or phrase on Twitter across any time period.
With the Twitter Listening report, you can better understand the effectiveness of your Twitter campaigns and uncover trends in the usage of brand keywords and hashtags.

Put Your Best Foot Forward

Content is a massive piece of your social media marketing strategy. However, creating powerful content that delivers results requires actionable data. When paid attention to, your Twitter metrics can significantly impact what you get out of the social network.
While there’s no right or wrong way to track your performance on Twitter, using these basic tools can help your efforts on Twitter become more productive with your reporting and social metrics.

But are These Metrics Enough to Grow Your Business?

Over 500 million messages are posted every day on Twitter. How many mentions your business? What about your company? This might be a good time to find out. The metrics described above are the most basic metrics offered by Twitter. But in a world where deep data can make or break many marketing campaigns – new metrics and new measurement methods have proven very successful. At Lucé Media, we offer a product called ShareRocket that provides an intense dive into social media metrics of all types.

Our social media metrics tools will allow you to manage your entire social footprint with the social metrics that matter. Our SHARE and SEI® metrics are simple to understand, yet robust social metrics that change the culture and improve the performance of your entire organization. Strong metrics guaranteed to move your business forward.Social Media Metrics McKinney TX - Luce Media

We have created the industry’s best real-time metrics to manage every level of your brand’s social presence. Look at your performance on Facebook, Twitter, and Instagram at a glance. Then, dive deep into our dashboards and reports for actionable insights.

Lucé Media customers see dramatic growth over their competitors using standard analytics tools like those we have described in this article. Grow your Engagement and expand your revenue opportunities. Clients using Share Rocket see up to 150% more Engagement than using standard analytics tools.