The average time spent on social media in 2021 was 97 minutes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 28, 2022, 9:29 AM GMT+0

People's time spent on social media dropped as pandemic-related events began fading and things returned to normal in 2021.

Owing to the pandemic in 2020, the average time spent by users on social media grew by 16% to 94.5 minutes, as more people spent time online and many discussions occurred on social. However, in 2021, the overall growth of time spent on social was only 2.6%, reaching 97 minutes on average.

In 2021, TikTok, Snapchat, LinkedIn, and other community and entertainment-based apps drew and engaged users. Other variables, like the surge in the number of users on platforms like TikTok, added to the time spent.

As the pandemic draws to an end, the average time spent on social is projected to drop to 94 minutes in 2023. But the decline will not be less than 90 minutes.

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