Kenyans are spending more time on social media than internet users in any other country, according to a new report by GlobalWebIndex, a leading audience research firm.
The February report revealed that Kenyan internet users spend an average of four hours and 19 minutes daily on social media—nearly double the global average of two hours and 19 minutes. This places Kenya at the top of the global list, ahead of countries such as Chile, South Africa, and the Philippines, where average daily use ranges between three and four hours.
At the other end of the scale, Japan recorded the lowest time spent on social media, highlighting stark differences in digital habits across regions.
Instagram emerged as the most popular platform globally, attracting 16.6 per cent of internet users, followed by WhatsApp at 16 per cent and Facebook at 13.1 per cent. Other platforms like WeChat, TikTok, Douyin, and X (formerly Twitter) trailed behind.
The report also found that women spend significantly more time on social media than men, particularly among younger age groups.
In Kenya, the findings have sparked a public debate. Some citizens view the high usage as a positive sign of digital adoption, while others have raised concerns about its impact on national productivity.
“There’s a reason the most developed countries spend the least time on social media,” one Kenyan remarked. “We should consider restricting access to these apps during the day.”
Others offered context, pointing to Kenya’s youthful population compared to countries like Japan. “Younger people naturally spend more time online,” one user noted.
The country’s deepening reliance on social media has also been linked to unemployment, with critics arguing that many idle youth spend excessive hours online due to limited job opportunities. However, others defended Kenya’s digital engagement, saying it reflects a thriving digital economy driven by online business, entertainment, and information access.
Notably, social media has also become a powerful political tool. Young Kenyans have used platforms to organise and mobilise, most recently during protests against the controversial finance bill, which President William Ruto eventually withdrew following public backlash.
As online influence continues to grow, it has also attracted concern from authorities. While President Ruto has publicly defended freedom of expression, he has acknowledged considering internet restrictions in response to online dissent—raising fears of possible digital censorship.
Despite the debate, one thing remains clear: Kenya’s online presence is not just dominant—it is shaping the nation’s culture, politics, and economy.
