Mobile users on iOS and Android devices spent a culminated three trillion hours on social media and social messaging apps in 2024, a report by Sensor Tower has disclosed.
SensorTower, in its report titled ‘The State of Mobile 2024,’ noted that social media usage time rose by six percent from the 2.8 trillion hours spent in 2023. It added that users average at least one hour per day on three apps.
According to the report, India was the major contributor to this growth, with social app time spent climbing by 16 percent compared to 2023.
These numbers show no sign of declining, with the last quarter boasting over 500 billion hours of social media usage.
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“Globally, social apps show no signs of reaching their ceiling, with time spent climbing past 600 billion hours per quarter at the end of 2024. India, in particular, has seen huge growth, with time spent on Social Media apps more than doubling since the start of 2021,” the report said.
However, the report notes that India’s numbers are not only from an influx of new smartphone users in the country because time spent on social messaging apps has held roughly flat over this period.
Recently, many people have begun to reduce time spent on social media, signalling an overload of information. For this reason, social media time spent was down slightly in 2024 in the US and the UK, according to Sensor Tower.
The average user in the US spent 90 minutes per day on social media apps, and the average UK user wasn’t far behind at 85 minutes per day. Notably, social media platform downloads increased to 6.6 million from 6.3 million in the preceding year, a 4.4 percent increase.
According to Sensor Tower’s latest Digital Market Index report, advertising remains a key focus for social apps, with social media networks like Facebook and TikTok accounting for roughly 75 percent of digital ad spend in the US.
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