Despite the decrease in the time spent by individuals in the world using the internet in general, the use of social media by these individuals has nearly doubled in the last 10 years from an hour and a half a day in 2012 to more than two and a half hours by 2022, i.e. more than the time spent in front of a TV screen on average.
The activity and behaviour of social media users vary greatly according to the country and demographics. Yet, TikTok is considered the most popular social media application globally compared to other platforms such as Facebook, Instagram, YouTube, WhatsApp and others.
