One of the most common and cross-demographic reasons for using social networks at present is to ‘fill up spare time’. That gives some context for the rising figures seen for average daily time spent on social media and messaging services. Globally, digital consumers say they are now spending an average of almost two hours per day on social networks and messaging, up 15 minutes from 2012.
By demographics, it’s women, younger age groups and the lower income quartile who lead, but it’s patently clear that all types of internet users are now devoting a substantial chunk of their daily media activities to networking/messaging. The ongoing migration of internet activities to mobile is undoubtedly having a major impact here, with many users dipping in and out of various services and apps throughout the day.
