Kenyans hooked on social media, spending up to six hours a day - survey

Closeup view of social media apps on a smart phone. (Photo: Arun Sankar/AFP/Getty Images)

By Maureen Kinyanjui
Saturday, September 6, 2025

98 per cent of respondents in 2025 said they actively use social media, marking a shift from platform-specific engagement in 2023 to widespread adoption today.

A new survey has revealed that most Kenyans spend between three to six hours a day on social media, with WhatsApp, Facebook and YouTube remaining the most popular platforms.

The 'Smartphone and Social Media Usage 2025' report by global research firm GeoPoll shows a similar trend in Ghana, Nigeria, South Africa and Uganda, pointing to a near-universal embrace of digital platforms across the continent.

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According to the report, 98 per cent of respondents in 2025 said they actively use social media, marking a shift from platform-specific engagement in 2023 to widespread adoption today.

Smartphones dominate as the primary device for accessing these platforms, accounting for 98 per cent of use.

“While Facebook maintained its dominant position with 82 per cent usage in both years, WhatsApp surged ahead in 2025, becoming the most-used platform at 90 per cent, highlighting a shift toward private messaging and real-time communication,” GeoPoll says in its findings.

TikTok and Instagram registered steady growth, with TikTok usage rising from 60 to 72 per cent, while Instagram climbed from 54 to 60 per cent.

The report attributes this growth to the platforms’ emphasis on interactive and visual content. In contrast, Twitter/X remained stable at 49 per cent, while LinkedIn, Snapchat and Pinterest showed gradual increases, reflecting demand for professional networking, temporary content and inspiration-driven media.

GeoPoll, powered by TuCho, conducted the study between July 22 and 25 through its mobile web platform, engaging 3,945 respondents across Ghana, Nigeria, Uganda and Kenya.

The survey further shows that 31 per cent of social media users spend one to three hours daily on the platforms.

About 20 per cent said they spend six to nine hours online, while nine per cent dedicate nine to 12 hours. Another seven per cent of respondents reported being online for more than half of the day.

When it comes to phone usage beyond social media, browsing the internet leads at 85 per cent, followed by making voice and video calls (80 per cent), and sending SMS (80 per cent).

Social media access ranks at 78 per cent, with chat apps such as WhatsApp at 74 per cent, and email at 71 per cent.

WhatsApp stands out as not only the most widely used but also the most versatile platform.

The report shows that 91 per cent of respondents use it mainly for personal and group messaging, while 79 per cent share daily updates through statuses, and 78 per cent rely on it for voice and video calls.