Over one-third of Kenyans spend over six hours daily on social media, GeoPoll survey finds
Kenya ranks among the countries with the highest reported screen time, with 20 per cent of respondents saying they spend between six and nine hours on social media each day.
A new survey by research firm GeoPoll has revealed that over a third of Kenyans spend more than six hours a day on social media, with WhatsApp, TikTok, and YouTube accounting for most of their screen time.
The study, conducted between July 22 and 25 via GeoPoll’s mobile web platform, polled 3,945 respondents across Kenya, Uganda, Ghana, and Nigeria.
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It focused on examining the link between smartphone usage and social media habits among young Africans, especially those aged 25 to 34, who made up nearly half (48 per cent) of the participants.
The findings show that Kenya ranks among the countries with the highest reported screen time. Twenty per cent of Kenyan respondents said they spend between six and nine hours daily on social media.
“The majority, accounting for 35 per cent, spend between 3 to 6 hours daily on these platforms. Following closely, 31 per cent of users engage for 1 to 3 hours,” the survey reads in part.
“In addition, 20 per cent of users report spending 6 to 9 hours on social media, while 9 per cent dedicate 9 to 12 hours. A smaller segment, around 7 per cent, spends more than half of their day on social media.”
Smartphones
The survey also found that smartphones are the dominant device for online interaction. An overwhelming 98 per cent of respondents said they use smartphones as their primary device, with 95 per cent accessing social media through them.
“In contrast, only a small percentage use tablets (3 per cent) or computers (2 per cent), emphasising how convenient and ubiquitous smartphones have become as the go-to device for enjoying social media,” says the report.
In terms of platform preference, WhatsApp emerged as the most widely used, with 90 per cent of respondents active on it, followed by Facebook at 82 per cent.
YouTube and TikTok also saw high levels of engagement, particularly for entertainment and educational content. Instagram, X and LinkedIn were also among the most popular platforms.
“The majority of respondents (91 per cent) use WhatsApp primarily for personal and group messaging, reinforcing its role as a central tool for everyday communication. Additionally, 79 per cent of users share daily moments via status updates, while 78 per cent use it for voice and video calls, showcasing its multifunctional capabilities,” the report reads.
“Media sharing is also prevalent, with 69 per cent of respondents engaging in this activity, and 64 per cent report using WhatsApp for business purposes, such as showcasing product catalogues and interacting with clients.”
The survey also explored the emotional and psychological impact of social media. Sixty per cent of respondents said social media has had a positive effect on their mental health.
Another 23 per cent described the impact as only somewhat positive, while 16 per cent felt neutral. Only 3 per cent reported negative experiences.
“More than half of the respondents (53 per cent) have taken a break from social media at some point due to its negative impact on their well-being, while 48 per cent have never paused from social media usage,” says the report.
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