Despite an increasingly competitive market and continued digital transformation, Facebook remains king of social media in Africa, a survey by Geopoll has revealed.
The survey, which was conducted in four countries – Ghana, Kenya, Nigeria and South Africa – in August 2023, found that Facebook leads the way for active user engagement in the region, boasting 82% of participants actively using the platform.
TikTok closely followed with a significant 60% active user rate, indicating its growing popularity while Instagram captured the attention of 54% of participants, highlighting its status as a preferred platform for visual content sharing. Twitter had almost one in two active participants while that figure was closer to one in four for both LinkedIn and Snapchat.
Meanwhile, platforms like Pinterest, Threads, and Reddit experienced slightly lower active users, with 18%, 10% and 6% respectively.
The survey sampled 4,170 participants and was conducted to help understand how people around Africa use social media. Most participants said they used Facebook to keep in touch with friends and family followed by discovering news and current events. Almost one in two said they used the platform to make new friends. As its presences spans cultures and languages, it is widely seen as a bridge for connecting people across diverse backgrounds.
As of the latest data available in 2022, according to Statista, Africa’s social media users have risen continuously, amounting to over 384 million as of 2022. Social media penetration is considerably higher in Northern and Southern Africa than in other regions.
As of February 2022, some 56 percent of the population in Northern Africa used social media, while the share was 45 percent in Southern Africa. Central Africa was significantly behind, with a share of only eight percent.
Elsewhere, it was confirmed that mobile devices are the primary gateway to social media in the Africa. With smartphones becoming increasingly accessible, most people in the study said they spend an average of 3 to 6 hours daily on social platforms. This time is dedicated to communication, content consumption, and entertainment, the survey said.