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Latin America leads the world in social media usage. Internet users in the region spent 3 hours, 25 minutes (3:25) per day on social media, 1:05 more per day than the global average in Q2 2024, per GWI. Usage was highest among respondents in Brazil, at 3:35 per day, with Instagram, Facebook, and TikTok the favored platforms. Public sentiment strongly favors restricting social media usage for children.

Israel's social media usage was nearly universal at 98.8%, 2.4 percentage points higher than the regional average. However, respondents averaged 2:19 daily with social media and messaging apps, compared with the regional average of 3:04. Saudi Arabia. Saudi Arabia led the region in online TV/streaming consumption.

Social media usage is rising among elder Gen Alphas. Parents report a jump in social media usage after age 10, according to a July 2024 Numerator survey. This corresponds with 61% of parents reporting their children were between 10 and 14 when they got their first mobile phone, per a January 2024 Cox survey, allowing tweens to create their own accounts instead of using their parents’.

Latin America was the global leader in social media usage at 99.5%. The region also ranked No. 1 (98.8%) when respondents were asked if they used any of 49 social networks. Usage is spread across many platforms, as the region led all others for usage of seven or more social networks.

Social media usage is becoming more polarized and personalized, while a possible TikTok ban threatens to shake up the landscape. With or without TikTok, social video is here to stay. But social search and messaging will also demand marketer attention, especially as shopping gets more social. Political polarization will disrupt an already fraught social landscape.

Social media usage in Taiwan was nearly universal. Almost all respondents (99.3%) reported using social media, the highest rate in the region. It surpassed the regional average of 97.2%. Additionally, 98.7% of respondents used messaging services, leading the region and exceeding the 96.0% average. The largest YoY change was in radio listenership.

The boost in female gamers likely comes from high social media usage. What does this mean for advertisers? Expand the definition of gamers. The popularity of digital gaming across generations offers an opportunity to redefine the gamer image.

Social media usage in the country was low, ranking 13th in the region with a penetration rate of 97.0%. That figure may be low comparatively, but social media was still a ubiquitous source of media, and penetration grew 0.4 percentage points YoY. Device Ownership. Tablet ownership rates in Germany were the highest of all 49 countries covered in this year’s GMI Report.