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Data pick of the day: Social media accounts for 30% of online time

Unsurprisingly, as social media usage is on the rise, thanks to the increase in smartphone penetration, GlobalWebIndex’s data shows that globally the medium accounts for 30 per cent of time spent online.

One of the most common and cross-demographic reasons for using social networks is to ‘fill up spare time’. GWI found that globally, digital consumers say they are now spending an average of two hours and 15 minutes per day on social networks and messaging, up 45 minutes from 2012.

Looking at demographics, GWI highlights that it’s women and younger age groups who lead, but it’s patently clear that all groups of internet users are now devoting a substantial chunk of their daily media activities to networking/messaging.