Media consumption Differences
To understand social media consumption differences between China, the United States, and Europe.
- China has a social media penetraion of 71% with approximately 1 billion social media users.
- On average the Chinese spend about 6 hours per day on the internet. Of that time about 2 hours is spent on social media; 2.75 hours is spend on television viewing through streaming, broadcast, and video on demand; a little over an hour is spent on listening to music.
- The most popular social media platforms are Badu Tieba (72%), Sina Weibo (60%), Youku (59%), and QZone (56%).
- The most popular messaging platforms are WeChat (79%) and QQ (68%).
- The United States has a social media penetration of 70% with over 230 million users.
- The average American spends 6.5 hours on the internet per day. Of that time about 2 hours is spend on social media; just over 4 hours is spend on television viewing through streaming, broadcast, and video on demand; almost 1.5 hours is spent on listening to music.
- American social media users have on average 7.1 social media accounts per user.
- About 82% of Americans use YouTube, 80% are active on Facebook, 51% use Instagram, and 42% use Twitter.
- The most popular messaging platform in the US is Facebook Messenger.
- The largest population of social media users are between the ages of 25-34 at 26%.
- The UK has 45 million social media users with a penetration of 67%.
- The average person in the UK spends 5.75 hours per day on the internet. Of that time, almost 2 hours per day is spent on social media; 3.75 hours is spent on watching television including broadcast, streaming, and on demand; a little over 1 hour is spent on listening to music.
- The most active social media platforms in the UK are YouTube (80%), Facebook (78%), Instagram (47%), and Twitter (46%).
- The most popular messaging platforms are Facebook Messenger (60%) and Whatsapp (58%).
- The most active age of social media users in the UK are 25-34 year olds at 26%.
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