Who Spends the Most Time on Social Media?
Visual Capitalist has published a new report, breaking down which countries top the list for average social media usage. Here are some of the main takeaways:
- Average Usage: The typical internet user spends close to 2½ hours per day on social platforms, with TikTok leading in time spent per user.
- Gender Differences: Women, on average, spend 16 minutes more per day on social media than men, reflecting different engagement patterns that brands might consider when targeting content.
- Platform Insights: While TikTok captures the most user time individually, YouTube still holds the largest share of total social media time, underscoring its global influence and reach.
These insights not only reveal global engagement trends but can also help in tailoring international outreach strategies. Knowing where your audience spends their time—and which platforms are prioritized—can help refine your approach and amplify your brand’s voice where it counts.
Instagram Surpasses Facebook in EU Usage
In a surprising shift, Instagram now has more active users than Facebook in the European Union. According to Meta’s recent data report (required under the Digital Services Act), Instagram boasts 269.1 million monthly active users in the EU, surpassing Facebook’s 260.6 million. This marks a notable change from April-September 2023 when both platforms reported identical user counts of 259 million.
This trend might signal a larger shift in social media preferences, especially among younger demographics. With Facebook’s slower growth and slight decline in some regions, Instagram continues to pull ahead, positioning itself as Meta’s dominant platform in certain markets.
Could this trend extend globally? It’s possible, though Meta’s recent switch to reporting on its “Family of Apps” as a whole, rather than individual user counts, leaves room for speculation. In any case, brands aiming for younger audiences may find Instagram a more effective channel in regions where it’s already gaining ground.
TikTok’s New Music Sharing Feature
In a bid to further bolster its role as a music discovery powerhouse, TikTok has launched a new “Share to TikTok” option, allowing users to share tracks directly from Apple Music and Spotify. This integration allows users to post music they’re listening to with customizable stickers, which open directly to the track on either platform when tapped. Additionally, users can share tracks via direct message, making it easier than ever to spread music within the TikTok community.
TikTok’s influence in the music industry continues to grow, with 75% of users reportedly finding new artists through TikTok clips. Some artists even modify their track names to better align with TikTok trends, highlighting the app’s unique power to shape music preferences and artist exposure. The new sharing integration aims to keep users engaged while connecting music lovers directly with full tracks on streaming platforms.
For artists and brands, this could be a valuable tool to increase engagement, connect with audiences, and drive streaming numbers from TikTok—a platform where users are notably open to discovering and sharing fresh content.
