Instagram is the world’s favourite social platform, according to a report released by creative agency We Are Social and media intelligence company Meltwater.
The app took over the position from last year’s favourite, WhatsApp.
The report Digital 2024 found that 15 per cent of internet users between the ages of 16 and 64 consider Instagram their most loved platform, pushing WhatsApp into second place with 16.1 per cent.
However, when it comes to time spent on social media platforms, TikTok is the highest on Android platforms.
Android users average about 34 hours per month on the social media app. In second place is YouTube, with the average user spending just over 28 hours per month on its Android app.
Increase in numbers
The report also reported that active social media users have passed the 5 billion mark, equivalent to more than 60 per cent of the world’s population.
They are also spending more time with the average user spending 2 hours and 23 minutes per day on their social platforms of choice and using about 6-7 platforms each month.
Apart from social media, users spend more than 6 hours online every day.
Given that both people and the time they spend on the internet has increased, so has the digital spend.
Almost $720 billion was spent on digital ads in 2023, growing by 10 per cent year-on-year.
Digital over TV
The report also found that there was a decline in people watching TV content compared to the previous year.
The typical internet user now spends 17 minutes per day less watching TV content than they did this time last year.
While social media platform TikTok platform’s videos have amassed a total of 55½ trillion views.
