Social Media Utilization Tendencies in Africa: GeoPoll Report

In at the moment’s interconnected world, social media has turn out to be an integral a part of our lives, transcending geographical boundaries. With its various cultures and increasing digital panorama, Africa is experiencing a big shift in social media utilization. Africa’s digital panorama has reworked quickly, with social media turning into an integral a part of every day life for tens of millions of Africans.   

To know how individuals round Africa use social media, GeoPoll carried out a survey in 4 nations – Ghana, Kenya, Nigeria and South Africa – in August 2023 with a pattern dimension of 4,170 members. This report gives an in-depth evaluation of social media utilization in Africa, highlighting key developments, together with: 

  • Hottest/main social media platforms. 
  • Causes for every social media platform utilization 
  • Cellular Dominance and Utilization Patterns 
  • E-Commerce and Promoting 
  • Psychological well being and social media 

Web Penetration and Social Media Person Base 

As of the most recent information accessible in 2022, in response to Statista, Africa’s social media customers have risen constantly, amounting to over 384 million as of 2022. Social media penetration is significantly larger in Northern and Southern Africa than in different areas. As of February 2022, some 56 p.c of the inhabitants in Northern Africa used social media, whereas the share was 45 p.c in Southern Africa. Central Africa was considerably behind, with a share of solely eight p.c. 

Main Social Media Platforms 

Fb stands tall as Africa’s undisputed king of social media, with a staggering 170 million customers. This platform’s ubiquity spans cultures and languages, making it a bridge for connecting individuals throughout various backgrounds.  

From the survey, Fb emerged because the chief in energetic consumer engagement, boasting 82% of members actively utilizing the platform. TikTok carefully adopted with a big 60% energetic consumer price, indicating its rising reputation. Instagram captured the eye of 54% of members, highlighting its standing as a most popular platform for visible content material sharing. Twitter secured an energetic consumer share of 49%, whereas LinkedIn demonstrated its skilled networking power with 28% engagement. Snapchat maintained a good 25% energetic consumer base.  

In the meantime, platforms like Pinterest, Threads, and Reddit skilled barely decrease energetic customers, with 18%, 10% and 6% respectively. 

Cellular Dominance and Utilization Patterns 

In Africa, cell units are the first gateway to social media. With smartphones turning into more and more accessible, most individuals in our research stated they spend a mean of three to six hours every day on social platforms. This time is devoted to communication, content material consumption, and leisure. 

Furthermore, social media is a dynamic information-sharing platform, with customers regularly turning to it for communication, leisure, information and updates, as an illustration:  


From our research, Fb emerged because the chief in energetic consumer engagement, boasting 82% of members actively utilizing the platform. 79% of the members attributed to utilizing Fb to be in contact with family and friends, 68% use the platform for locating information and present occasions then again 49% use Fb to make new buddies. See the chart under for extra particulars  


TikTok is the second most used social media platform with a big 60% energetic consumer price, indicating its rising reputation.  

The survey revealed that TikTok is a flexible platform, with a big 73% of respondents utilizing it primarily for watching and sharing short-form movies. Furthermore, 72% of customers flip to TikTok for leisure and humor, discovering it a supply of limitless amusement. Impressively, 61% additionally depend on TikTok to amass new abilities and uncover ingenious life hacks, showcasing the platform’s academic and informative potential.  


Instagram captured the eye of a formidable 54% of the surveyed members, solidifying its status because the go-to platform for visible content material sharing. Remarkably, 62% of customers on this platform leverage it to discover artistic content material and stay abreast of rising developments. A further 61% predominantly make the most of Instagram to observe influencers and celebrities, whereas 59% actively interact by sharing their very own photographs and preserving visible reminiscences. 


Twitter secured the fourth place within the survey, with 49% of respondents actively utilizing the platform. Inside this group, a big 78% primarily use Twitter to observe information sources and journalists. Moreover, 59% use the platform to attach with like-minded people and take part in thought-provoking discussions and debates. Moreover, 55% of customers interact on Twitter by sharing updates and private ideas. 


LinkedIn showcased its prowess as knowledgeable networking platform, boasting a 28% energetic consumer price. Impressively, inside this phase, 87% of customers flip to LinkedIn as a robust software for job looking and profession development. Moreover, a considerable 83% make the most of the platform to forge connections with fellow professionals. Moreover, 69% of customers leverage LinkedIn as a way to ascertain and strengthen their skilled on-line presence. 


Snapchat maintained a good 25% energetic consumer base. 68% of the customers share fast moments of their day 63% ship ephemeral photographs and movies to buddies, and 56% discover the platforms filters and options. 


Pinterest garnered an 18% energetic consumer base, and inside this consumer phase, a outstanding 81% primarily make use of the platform to unearth and set up a wealth of artistic concepts. Moreover, 71% of customers gravitate in direction of Pinterest to delve into DIY initiatives and crafts, in addition to to find inspiration for trend and elegance. 


Meta’s new social media platform has garnered a ten% energetic consumer base. Notably, just like Twitter, 73% of those energetic customers primarily use the platform to observe information sources and journalists. Moreover, 69% of customers make the most of the platform for sharing brief updates and private ideas, whereas an interesting 64% actively take part in discussions and debates. 


Reddit, on this survey, has a modest 6% of energetic customers. Nevertheless, amongst these customers, a big 75percentactively talk about particular pursuits or hobbies, then again, 73% take part in area of interest communities(subreddits). Furthermore, 68% of Reddit’s energetic customers are devoted to sharing and consuming in-depth, informative content material 

These statistics supply helpful insights into the dynamic panorama of social media platform preferences and utilization patterns amongst African surveyed people. 

Social media utilization in Africa is experiencing speedy development, pushed by cell accessibility and a youthful inhabitants. The dominance of platforms like Fb displays their position as communication instruments, information sources, and leisure hubs. 

E-Commerce and Promoting 

Social media’s affect extends past private connections. It has emerged as a vibrant e-commerce and promoting area. Companies leverage these platforms for advertising, tapping into the large consumer base for model publicity and buyer engagement. The rise of influencer advertising, powered by native content material creators, has additional reworked the promoting panorama. 80% of our respondents agreed to have bought a product/service marketed on social media. 

Psychological well being and social media   

The connection between social media utilization and psychological well being is essential and continues to be a topic of analysis and debate. 

By way of our survey findings, a big 61% of respondents expressed that social media had a notably optimistic influence on their psychological well-being. A further 23% discovered the influence considerably optimistic. For 16%, their experiences fell right into a impartial zone. Nevertheless, 2% reported a considerably destructive impact, and 1% indicated a really destructive influence. 

Methodology/About this Survey 

This Unique Survey was run through the GeoPoll cell software between twelfth and twentieth of August 2023 in Ghana, Kenya, Nigeria and South Africa. The pattern dimension was 4,170, composed of random App customers between ages 18 and 60. For the reason that survey was randomly distributed, the outcomes are barely skewed in direction of youthful respondents. 

To get extra particulars about unique GeoPoll surveys or to conduct a scientific research social media utilization, or different subjects in Africa, Asia, and Latin America, please contact us. 


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