Global Usage

  • Average daily social media usage: approximately 2 hours 21 minutes
  • Accounts for 35.8% of average daily internet time

China Platform Daily Usage

  • Douyin: 1.55 hours
  • Kuaishou: approximately 1 hour
  • Xiaohongshu: 0.75 hours
  • Weibo: less than 20 minutes

Usage Time Periods

  • Midnight is the peak for short video usage (6.2% of daily total)
  • 5 PM to 8 PM is the second peak

Population Differences

  • Young women aged 16-24 are the main users: nearly 3 hours daily
  • Men aged 55-64: approximately 1.5 hours

Country Differences

  • Kenya, Brazil: over 3.5 hours
  • Japan: only 53 minutes
  • US: approximately 2 hours

Platform Landscape

  • TikTok leads globally with 34 hours monthly usage
  • East Asia dominated by local platforms (WeChat, Line, etc.)