Social media use on the rise in 2023

Things are looking up

While it’s still early days for 2023, if the first month is anything to go by, social media use is well and truly on the rise. 

The world of social media is constantly evolving, and new research from GWI shows that people are spending more time on social media platforms despite the decline in overall internet usage. 

In 2023, the typical working-age internet user now spends over two and a half hours per day on social media, which is a 2% increase from the same time last year. 

Let’s look at the rise of social media use in 2023, why it’s happening, and what it means for you and your business.

We spend most of our online time on social media

One of the most significant findings from the research is that social media now accounts for its highest-ever share of total online time, with almost 40% of all online minutes spent on social media activities. This figure is even more impressive considering that it has occurred despite the decrease in internet usage. 

The fact that almost 40% of all online minutes are now spent on social media use highlights the growing influence of social media in our society. It’s become a central hub for communication, entertainment, and information. 

Media consumption has changed

Gone are the days when television was king. Don’t believe us? The typical working-age internet user now spends 30% more time on social media use each day than they do watching traditional television. 

This shift in how we consume content, source news, and interact clearly indicates how drastically the global media landscape has changed in recent years. 

The TikTok effect

We can’t stop talking about TikTok, and there are plenty of good reasons for it. During the peak of the COVID-19 pandemic, it was easy to look at TikTok’s meteoric rise as a fluke and a trend that would eventually fade into obscurity, as so many social media platforms have done before. However, we all know that TikTok isn’t going anywhere anytime soon.

In 2022, TikTok was one of the most used social media apps, with Android users spending an average of almost 23.5 hours per month on the platform. However, it’s important to note that users tend to be active on various social media platforms each month, with the average social media user actively using more than seven platforms at a time.

Internet usage is down, but social media is up

The rise in social media use, despite the decrease in overall internet usage, shows that social media is becoming increasingly important in our daily lives. 

We live in a digital world where people are constantly bombarded with an overwhelming amount of content. If you want to cut through all the digital noise on social media, it’s essential to understand your audience, where they spend their time online, and how they use various platforms. Marketers who stay up to date with the latest research and trends in social media will be better equipped to reach their target audience in an effective and meaningful way.

What does this all mean for marketers? 

This data has significant implications for marketers hoping to increase their potential reach. There is no benefit to trying to be on all social media platforms. Instead, it’s crucial to understand which platforms your target audience is using and focus your efforts on those.

For example, if you’re targeting a younger demographic, you’re likely to have more success on a platform like TikTok instead of something like Facebook or LinkedIn. 

 Are you still researching social media use? Check out our deep dive into the social media statistics that matter in 2023.