Average Time on Social Media in 2025: Latest Stats & Insights

Social media continues to be one of the most effective ways for people to stay connected—across continents, time zones, and even just with friends down the street. We're more connected than ever before in ways that previous generations could not have imagined. 

But with constant connectivity comes an important question: How much time do people actually spend on social media each day? Is it too much? Should we embrace our digital lifestyles, or should we be limiting screen time? 

The truth is that each person must answer that for themselves. But before we can evaluate, we need to understand the numbers—and the story they tell about our modern world. 

BroadbandSearch provides in-depth research on digital trends, and this article explores how much time people spend on social media in 2025—offering valuable context for educators, marketers, health professionals, and policymakers who want to grasp the true impact of online habits. 

Why Social Media Statistics Matter

Whether you embrace it or resist it, social media has reshaped our lives. 

• In 2017, fewer than 2.5 billion people worldwide used social platforms. 
• Today in 2025, that number has more than doubled to 5.17 billion users—about 64% of the global population. 
• Every second, 11 new people join social media for the first time. 

This represents one of the most dramatic lifestyles shift in modern history. Social platforms now influence politics, marketing, education, friendships, shopping habits, and even mental health. Understanding how much time people spend on them is no longer just trivia—it’s essential knowledge for anyone trying to navigate today’s digital-first society. 

Average Daily Social Media Use by Region

Globally, people spend an average of 2 hours and 21 minutes per day on social media. But that global average hides striking regional differences: 

• Latin America: 3 hours 32 minutes/day 
• Middle East & Africa: 3 hours 10 minutes/day 
• Asia-Pacific: 2 hours 16 minutes/day 
• North America: 2 hours 13 minutes/day 
• Europe: 2 hours 10 minutes/day 

That’s more than 800 hours per year per person, which translates into over 34 full days annually spent scrolling, watching, and posting. 

The time has grown steadily since 2012, when daily usage was closer to 90 minutes. As internet access expands in developing nations and new platforms emerge, these numbers are expected to rise further—though signs of “screen fatigue”, eye strain caused by prolonged digital use, are starting to appear in some demographics. 

Average Time on Social Media Platforms 2025

Not all platforms hold our attention equally. Here’s how the most popular apps stack up in 2025: 

• TikTok: ~55 minutes/day. Known for its addictive short-form videos, TikTok is especially dominant among younger users (62% are ages 10–29). 
• YouTube: ~49 minutes/day. The second-largest search engine in the world, YouTube spans all ages, from kids’ content to professional education. 
• X (formerly Twitter): ~34 minutes/day. Smaller user base but high cultural influence, with 500 million posts daily. 
• Instagram: ~34 minutes/day. Still a giant for visual content, with 95 million photos and 400 million stories shared daily. 
• Facebook: ~30 minutes/day. Despite “decline” narratives, it remains relevant with nearly 3 billion daily users. 
• WhatsApp: ~28 minutes/day. Dominates international messaging with 100 billion messages sent daily. 
• Snapchat: ~28 minutes/day. Popular among under-34s, with 3 billion snaps shared every day. 
• Pinterest: ~14 minutes/day. Less about endless scrolling, more about inspiration—especially popular with female users (77%). 
• LinkedIn: Used as needed rather than daily, but crucial for networking and job search. 

A Lifetime on Social Media

If people begin using social media at age 10 and live to 73, the average person will spend 3.4 million minutes online. That’s 6 years and 8 months of life dedicated to social media. 

For comparison: 

• That’s more than double the time people typically spend exercising. 
• It’s almost the same as the time spent eating and drinking across a lifetime. 
• It’s catching up to the time people spend watching television, which used to dominate leisure hours. 

Social media is no longer just “a hobby”—it’s become one of the defining ways humans spend their lives. 

Average Time Spent on Social Media by Generation

Generation Z: The Heaviest Users

Gen Z (ages 16–24) spends an average of 3 hours 38 minutes daily, with some reports in the U.S. nearing 4 hours 48 minutes. This generation are true “digital natives,” seamlessly blending social media with entertainment, education, shopping, and identity. 

They’re also self-aware: 

• 86% of Gen Z report trying to limit their usage 
• 26% have attempted full “digital detoxes” 

This highlights a growing awareness of the mental health impacts of heavy social media use while showing how difficult it can be to step away. 

Millennials: The Constant Checkers

Millennials (ages 25–40) average around 2 hours 30 minutes daily on social platforms. They rely on social media for news, networking, and staying connected with friends and family. About 65% report checking their accounts multiple times per day, and 15% have tried short-term digital breaks. 

Generation X: Steady Users

Gen X (ages 41–56) spends roughly 1 hour 50 minutes per day on social media. This group tends to focus on keeping up with family and professional networks rather than entertainment. Around 40% report actively monitoring or limiting their time online. 

Older Adults (Baby Boomers and Seniors)

Adults 57+ average about 1 hour daily, often using social platforms to stay in touch with family and friends. Only 20% report attempts at limiting their usage, reflecting a more balanced, occasional approach compared to younger generations. 

Multi-Platform Behavior

The average user engages with 6.8 platforms monthly. Instead of devoting all attention to one network, people jump between apps depending on the task: TikTok for fun, Instagram for aesthetics, YouTube for education/entertainment, WhatsApp for messaging, LinkedIn for careers. 

This explains why overall screen time seems so high—it’s not just one app, but a layered ecosystem of daily digital habits. 

Social Media in 2025: Trends and Shifts

The landscape is evolving: 

• Digital wellness awareness: Studies suggest that 1–3 hours/day may be the healthiest range—too little and you risk social disconnection, too much and risks rise for anxiety, distraction, and sleep disruption. 
• AI-powered feeds: Personalization is stronger than ever, making platforms more engaging but also harder to “put down.” 
• Platform fatigue: While new apps pop up, mega-platforms like Facebook and Instagram may be nearing saturation. 
• VR & AR growth: Meta, Apple, and others push toward immersive platforms, which may redefine “time on social media” in the coming decade. 

Key Takeaways on Social Media Usage in 2025

• Global Average: ~2h 21m per day. 
• Regional Differences: Highest in Latin America (~3.5h); lowest in Europe (~2h). 
• Age & Demographics: Gen Z leads with ~3–4+ hours/day; older adults average closer to 1–1.5 hours. 
• Platforms: TikTok (~55m) and YouTube (~49m) dominate; Facebook and Instagram remain strong; WhatsApp, Snapchat, Pinterest hold steady niches. 
• Behavior: 6.8 platforms used monthly; multi-platform habits define digital life. 
• Impact: Moderate use may be healthiest, but detox trends are rising—especially among Gen Z.