Without a doubt, one of the methods for business growth that is most frequently employed is social media marketing. In 2023, there will be 4.89 billion users of social media worldwide, with 82% of users in the US alone. These numbers are self-evident.
But to truly grasp how and where to sell your items, you need to understand not just which social media platforms are the most widely used, but also precisely how customers are allocating their time among them.
What exactly is the average daily time spent on social media, and how does it differ depending on the platform?
The most time is spent on TikTok by US adults, according to the most recent data on social media usage. In 2023, they will spend 55.8 minutes daily on the site on average.
Considering that TikTok only debuted in the US in 2017, this is remarkable. The amount of time spent on TikTok has risen over the past several years, and as a result, the platform has gradually surpassed each of its rivals. It overtook Instagram in 2019 before doing the same to Facebook the following year. TikTok overtook YouTube for the first time in 2022. With 47.5 minutes each day, the video-sharing site places second this year. Twitter is the third-most-used social media network in the US, with users spending 34.1 minutes on it. Snapchat comes in second place, with users spending an average of 30.8 minutes each day there. The five and six sites that US social media users spend the most time on each day are Reddit (23.6 minutes), Instagram (30.6 minutes), Facebook (30.2 minutes), which is both owned by Meta, and Reddit (30.6 minutes).
Many people wouldn’t be shocked to find that users worldwide spend the most time on TikTok, a relatively new social network. In the “Digital 2023 April Global Statshot Report,” published by Meltwater and We Are Social in April 2023, the data.ai information presents a convincing picture. During the fourth quarter of 2022 (between October and December 2022), users on the Android app of TikTok spent 31 hours and 32 minutes each month on average.
YouTube, which held the top rank in Q2 2022 with 23 hours and 4 minutes of monthly viewing, has been replaced by the Chinese app. The streaming video platform is currently in second place, averaging 27 hours and 19 minutes each month. The report’s findings show that although YouTube’s average time spent increased as well, TikTok users’ average time spent on the app increased more quickly than it did during the previous quarter.
Users particularly used the Chinese behemoth’s Android app for 22 hours and 9 minutes per month in Q2 2022. The messaging application run by the Meta Group, Messenger, is tied for last with Snapchat with an average monthly usage time of 3 hours and 17 minutes among Android users.
Increase in the amount of time spent online due to COVID-19
US consumers have been spending more time on social media on average over the previous few years.
This is as a result of the coronavirus pandemic’s surge. The implementation of lockdowns around the nation prompted shoppers to remain inside. Many people used social media to amuse themselves.
For instance, in October 2020, TikTok’s overall user base increased by 85.3% every year. In the same year, Facebook’s yearly user growth rate increased to 8.7%, which is the highest growth anticipated between 2019 and 2024.
In third position, with an average of 18 hours and 17 minutes per month spent on the app, after WhatsApp (16 hours 50 minutes) and Instagram (12 hours 30 minutes), the Facebook social networking platform owned by the Meta group continues to be a major lure for users.
Despite substantial improvements made by TikTok, YouTube continues to be used every day by Android users more frequently than the Chinese site. YouTube is used by 63.2% of users, coming in behind WhatsApp, which is used by 82.6% of users. YouTube is the most frequently used website, followed by Facebook, Line, and TikTok, which ranks fifth overall with 60.5% of users.
