To mark the release of our new GWI Social Flagship Report (get a free summary here), today we take stock of time spent on social media.

Globally, digital consumers are now spending an average of almost 2 hours per day on networking and messaging, climbing still higher among 16-34s. That’s a substantial chunk of daily media activities, with networking/messaging capturing almost 1 in every 3 minutes spent online. It’s also a number which has increased by over 20 minutes compared to 2012.

The ongoing migration of internet activities to mobile is undoubtedly having an impact here, with many users dipping in and out of various services and apps throughout the day. It also tallies with “filling up spare time” being cited as one of the most common reasons for using social networks.


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