On average global internet users spent 2 hours and 23 minutes on social media per day, though trends differed widely by country. In around half of the markets that Global Web Index surveyed, social media use had shrunk or plateaued in Q1 2019 when compared with 2018 figures.

Emerging markets continue to spend the most time on social networks during a typical day. This could be driven by these markets generally having younger populations, with the 16 to 24-year-old segment driving growth globally. The Philippines spent the most time connected to social networks, devoting just over four hours a day to the digital sphere. Nigerians typically spent more than three and a half hours a day on social media sites, while Indians and Chinese clocked more than 2 hours each per days.

Some of the more developed markets show signs of the plateau which, in part, could be driven by ageing populations in these countries. During a typical day in Japan, people spend less than an hour staying connected digitally. Germany posts only slightly higher numbers, with users going on social media for just over an hour every day, while the UK and the US both spent closer to two hours per day engaging with social media.